How Popular Are Nicotine Pouches in the UK?

Nicotine pouches have shifted from being a niche product to becoming mainstream in the UK within just a few years. The latest data from Action on Smoking and Health (ASH), based on a YouGov survey of 13,259 adults in 2026, estimates that about 1.4% of adults in Great Britain currently use nicotine pouches, and 6.6% have tried one at least once. While these figures are still small compared to smoking or vaping, they are rising quickly, and most of the growth is happening among young adults. Here is what the numbers actually show.

How many people use nicotine pouches in the UK?

Roughly 1.4% of adults in Great Britain are current users of nicotine pouches, and 6.6% have tried them at some point, according to ASH's 2026 adult survey. Awareness has also jumped: 62% of adults had heard of nicotine pouches in 2026, up from 45% in 2023. So, most people now know what a pouch is, even though only a small portion use them regularly.

Source: ASH adult survey 2026, conducted by YouGov (13,259 adults).

Nicotine pouch use is growing fastest among young adults

The main trend is age. For adults aged 18 to 34, current use increased from 1.2% in 2023 to 3.0% in 2026, so it has more than doubled over three years. Among those over 55, use was just 0.3%. That difference is the real story behind the growth: younger adults are adopting pouches much more than any other age group, which is also why regulators and researchers are paying close attention.

Who uses nicotine pouches: men vs women

Men use pouches more than women by every measure. In the 2026 ASH data, 2.0% of men were current users of nicotine pouches compared to 0.9% of women, and 8.5% of men had ever tried one, while only 4.9% of women had. That pattern, young and male, matches the audience most pouch brands focus on, and it fits with the flavours and strengths that are most popular. One clear exception is SLAY, a female-led brand launched in the UK in late 2025 and designed specifically for women, from its milder 3mg to 9mg strengths to its pastel, mini-format cans.

Why are nicotine pouches getting more popular?

Several factors are behind the increase. Pouches are tobacco-free and smoke-free, so people can use them in places where smoking and vaping are not allowed: at work, on trains, or in the gym, with no smell or vapour. They are discreet, there is nothing to charge or refill, and the range of flavours and strengths has expanded a lot, from mild 1.5mg mints up to very strong pouches for more experienced users. Brands have also increased their marketing efforts as more customers move away from cigarettes. If you are new to this category, our beginner's guide to nicotine pouches covers the basics, and nicotine pouches vs snus explains how they differ from traditional tobacco snus.

Are nicotine pouches safe?

Nicotine pouches do not contain tobacco and nothing is burned, so users avoid the smoke that comes with cigarettes. ASH says that using pouches is probably less harmful than smoking tobacco, but they are not risk-free and more research is needed on their use as a quitting aid. Every pouch has nicotine, which is addictive, so pouches are meant for existing adult smokers and nicotine users, not for non-users, under-18s, or anyone who is pregnant. Rules for the category are also changing under the Tobacco and Vapes Act, so it is a good idea to check the latest guidance.

Thinking of trying nicotine pouches?

If you are an adult smoker or nicotine user interested in pouches, start with a low strength. A 4mg or 6mg pouch in a flavour you enjoy is enough to begin, and you can read our nicotine pouch strengths guide to find the right match for your tolerance. When you are ready, browse the full nicotine pouches range, or start with our low strength pouches. Nicotine pouches are only sold to adults aged 18 and over.

Nicotine pouch popularity FAQ

How many people in the UK use nicotine pouches?

About 1.4% of adults in Great Britain currently use nicotine pouches, and 6.6% have tried them at least once, according to ASH's 2026 adult survey by YouGov.

Are nicotine pouches becoming more popular?

Yes. Use among 18 to 34-year-olds more than doubled from 1.2% in 2023 to 3.0% in 2026, and adult awareness went up from 45% to 62% in the same period.

Who uses nicotine pouches the most?

Young adults and men. Current use is highest among 18 to 34-year-olds (3.0%), and men use pouches more than women (2.0% of men versus 0.9% of women).

Are nicotine pouches legal in the UK?

Yes. Tobacco-free nicotine pouches are legal to buy and use in the UK and are available to adults aged 18 and over. Rules are changing under the Tobacco and Vapes Act, so check the latest guidance.