A significant shift in nicotine consumption habits is underway in the United Kingdom, with a new study revealing a sharp rise in the use of nicotine pouches, particularly among young men. The research, published in The Lancet Public Health and funded by Cancer Research UK, indicates that the prevalence of nicotine pouch use in the general population has jumped from a negligible 0.1% in 2020 to an estimated 1% in 2025. This translates to over half a million users nationwide, a rapid expansion driven largely by Generation Z.
The study, which analyzed data from 127,793 people aged 16 and over via the Smoking Toolkit Study, paints a clear picture of a generational divide. While usage remains low and stable among adults over 35, it has skyrocketed among young adults. For those aged 16-24, prevalence increased from 0.7% in 2022 to approximately 4% in 2025. The trend is most pronounced among young men in this age group, with a usage rate of around 7.5%, compared to just 1.9% for young women.
Aggressive Marketing and "Poly-Use" Concerns
The authors link these trends to "particularly aggressive marketing" strategies, including social media campaigns, public transport advertising, and event sponsorships tailored to attract younger demographics. However, the data suggests these products are not merely replacing cigarettes. Instead, they are often part of a complex pattern of "poly-use."
Nearly 69% of nicotine pouch users reported using at least one other nicotine product simultaneously. Specifically, 56.4% continued to smoke combustible cigarettes, and 38.8% also used e-cigarettes. This indicates that for many, pouches are an addition to, rather than a substitute for, other nicotine sources, potentially reinforcing overall addiction rather than aiding cessation.
A Gateway for Non-Smokers?
Perhaps most concerning for public health officials is the finding that approximately 16% of nicotine pouch users have never been regular smokers. This challenges the industry narrative that these products are solely harm-reduction tools for existing smokers and raises fears about their role in initiating nicotine addiction among a new generation. The authors warn of the risks of normalizing nicotine consumption and the potential for a gateway effect towards other tobacco products.
Calls for Stricter Regulation
In light of these findings, the study's authors emphasize the urgent need for a proactive regulatory response. They recommend strict controls on access, robust restrictions on marketing and promotion, and continuous monitoring of use. Citing the precautionary bans already implemented in countries like France, Belgium, and the Netherlands, they argue for a regulatory framework that prioritizes health protection and prevents the establishment of a new nicotine epidemic.
