More than half a million people in Great Britain are now using nicotine pouches, with a sharp rise driven by Gen Z, but experts warn against reusing the products due to hygiene risks.
A recent study published in The Lancet Public Health has revealed a significant increase in the use of oral nicotine pouches across England, Scotland and Wales. Researchers from University College London analysed data from the Smoking Toolkit Study, a representative monthly cross sectional survey involving 127,793 individuals aged 16 and over, collected between October 2020 and March 2025.
Among adults, prevalence of current nicotine pouch use rose from 0.1% (95% CI 0.1–0.2) in October 2020 – 1.0% (0.8–1.2) in March 2025. This equates to approximately 522,000 users. The increase has been particularly pronounced among younger age groups. In 2022, 0.7% of 16–24 year olds reported using the products. By March 2025, this figure had climbed to 4.0% (2.9–5.5). Use remained stable and low among those aged 35 and older, with no meaningful change observed.
The rise has been driven almost exclusively by young people, especially young men. Between 2022 and 2025, an estimated 72% of users were men, and just under half, 47%, were aged under 25. Among men aged 16–24, prevalence reached around 7.5% in 2025, compared with 1.9% among young women in the same age bracket.
Nicotine pouches are small sachets placed between the lip and gum to release nicotine gradually and are available in various flavours. Health experts emphasise that these products, banned in countries such as Germany and the Netherlands, should not be used by non smokers or children. Most users, 69% (95% CI 65–74), also consumed other nicotine products, with 56% (52–61) smoking and many vaping. However, 16% of users had never smoked regularly.
A growing proportion of smokers incorporated pouches into quit attempts, rising from 2.6% in 2020–6.5% in 2025. The researchers noted: “Nicotine pouch use has risen in Great Britain, primarily driven by sharp increases among young people, especially young men. Most users also smoked or vaped, and a growing proportion of smokers used pouches in attempts to quit smoking. These findings underscore the importance of implementing age of sale legislation for nicotine pouches and conducting research on their effectiveness for smoking cessation.”
Lead author Dr Harry Tattan Birch, from UCL’s Institute of Epidemiology and Health Care, attributed the surge to aggressive marketing. “This may be due in part to aggressive advertising targeting this group on social media, billboards, in bars and train stations, and through sponsorships of motorsports and music festivals,” he said. He described pouches as having “substantially lower risk to health than cigarettes and are likely less harmful than e cigarettes”, but stressed they are “not harmless” and currently lack restrictions on sales to children, marketing, flavours, packaging or nicotine content.
The findings highlight the need for proportionate regulation, including the tobacco and vapes bill, which would prohibit sales to under 18s, limit advertising and enable controls on key aspects of the products. “Proportionate measures are important to limit uptake among teenagers,” Dr Tattan Birch added.
Caroline Cerny, deputy chief executive of Action on Smoking and Health, pointed to “heavy and indiscriminate” marketing. “Over the past year, adverts have been plastered over buses, trains, and social media with giveaways at events popular with young people such as music festivals and shopping centres,” she said. “While they are likely to be less harmful than cigarettes, they shouldn’t be used by children or people who don’t already smoke, due to the addictive nature of nicotine.”
Separately, nicotine pouch specialists at Haypp, an online retailer, have urged users not to reuse pouches.
Key hygiene concerns
- Single Use: Nicotine pouches are designed for single use only. After around 45–60 minutes, most of the nicotine and flavour have been released, meaning reusing them will result in a weak and unsatisfying experience.
- Bacterial growth risk: Once used, pouches contain bacteria from the mouth. Reusing them or placing them back in the can creates a warm, moist environment where bacteria can grow.
- Potential health effects: Risks include gum irritation, bad breath and minor infections, especially on sensitive areas.
Markus Lindblad, Head of Legal and External Affairs at Haypp, explained: “Single Use: Nicotine pouches are designed for single use only. After around 45-60 minutes, most of the nicotine and flavour have been released, meaning reusing them will result in a weak and unsatisfying experience.”
He added: “Once used, pouches contain bacteria from the mouth. Reusing them or placing them back in the can creates a warm, moist environment where bacteria can grow.”
“While curiosity about reuse is understandable, used pouches provide little nicotine or flavour and carry hygiene risks,” Markus said. “Nicotine pouches are not designed to be cleaned or stored after use. Even placing a used pouch back in its can doesn’t stop bacterial growth, as the moisture remains trapped. Choosing fresh pouches and exploring different formats, strengths, and usage habits is the best way to have an optimum pouch experience, while remaining safe.”
The rapid growth in use among Gen Z underscores ongoing debates about balancing harm reduction for smokers with preventing nicotine addiction in non smokers.