Nicotine pouches, sometimes referred to as white snus, have steadily grown in popularity in the UK as a modern alternative to smoking and other tobacco-based products. They are used by different age groups, but young adults are the main users. Here, we look into how nicotine pouches are used and who uses them.
Growing popularity in the UK
Data on nicotine pouches UK shows that there has been a sharp increase over a short period. In 2020, only 2.7% of adults reported ever having tried these products. By 2024, that figure had risen to 5.4%, a doubling in just four years.
Despite this growth, daily or regular use is still relatively modest and has stabilised at around 1% of the total adult population. However, among current smokers, the rate of use is significantly higher – around 3.3% – suggesting that smokers may use pouches as a substitute or complement.
Among non-smokers, on the other hand, use is much lower, with only 0.5% reporting using nicotine pouches. These statistics, presented by ASH Scotland, suggest that nicotine pouches are more often tried by people who are already familiar with nicotine, rather than by people who have no previous history of nicotine use.
Patterns of use and motivations
The typical user of nicotine pouches in the UK consumes around three cans per week, although individual use can vary considerably. Those in the high-frequency user group – defined as users of five or more cans per week – tend to be men in their late twenties or early thirties. They seem to be particularly attracted to the format, perhaps because of its convenience, lack of smoke and reduced social stigma compared to traditional tobacco products.
When asked why they started using nicotine pouches, a large proportion of users pointed to smoking cessation. In fact, just under 56% stated that their main motivation was to quit smoking. Others cite reasons such as curiosity, the appeal of different flavours and the discreetness of the product.
The possibility of using pouches in places where smoking is prohibited is also cited as a practical advantage. Overall, the motives seem to be closely linked to lifestyle compatibility.
Regulatory and market aspects
The UK market for nicotine pouches has expanded rapidly in recent years, reaching an estimated value of £182.8 million in 2024. Forecasts suggest that this growth will continue, with analysts predicting an annual increase of 7.6% by 2030.
Despite this commercial momentum, the regulatory framework for nicotine pouches is still relatively loose. Unlike tobacco products, these pouches are not currently subject to the same advertising restrictions, packaging requirements or age verification standards. This gap in the regulatory framework has led to growing calls for more comprehensive oversight.
The proposed Tobacco and Vapes Bill is an important development in this area. If adopted, it would introduce stricter controls, including clearer labelling, restrictions on marketing strategies and stricter measures to limit sales to minors. The bill also aims to align nicotine pouches with existing rules for other nicotine products.
Public perception and education needs
Public understanding of nicotine pouches in the UK remains limited, even though these products are becoming increasingly available. A recent survey found that 57% of respondents had never heard of tobacco-free nicotine pouches, indicating a significant lack of awareness. In addition, 42% were unaware that some pouches contain no nicotine at all, indicating confusion not only about what these products are, but also how they differ from each other.
This information gap can influence both public opinion and consumer behaviour, leading people to underestimate the risks or misunderstand the intended use of such products. Misinformation or lack of reliable information can also make it more difficult for users to decide on their nicotine intake.