Half a million people in the United Kingdom are now using nicotine pouches, with their popularity soaring especially among young adults, according to new research from University College London (UCL). The findings, published on December 16, 2025, shed light on a rapidly evolving nicotine landscape and have sparked urgent calls for tighter regulation to protect children and non-smokers from the risks associated with these products.
The UCL analysis, based on data from the Smoking Toolkit study, reveals a dramatic uptick in nicotine pouch use in recent years. Back in 2020, only about 0.1% of the UK population reported using these pouches. Fast forward to 2025, and that figure has climbed to 1%, meaning roughly half a million Brits have adopted this new form of nicotine delivery. The most striking surge has been among young people aged 16 to 24, whose usage shot up from 0.7% in 2022 to a remarkable 4% in 2025. Young men, in particular, appear to be driving this trend, while there has been no significant increase among adults aged 35 and over.
So, what exactly are nicotine pouches, and why are they suddenly everywhere? These small, plant-based sachets, which resemble tiny tea bags, are placed between the gum and lip. They come in a variety of minty and fruity flavors, often packaged in brightly colored containers that wouldn’t look out of place in a candy aisle. Unlike traditional tobacco products, nicotine pouches don’t contain tobacco or carcinogens. Instead, they deliver a potent dose of nicotine directly through the mouth’s lining, providing a quick hit without the need for inhalation.
Dr. Babak Ashrafi, a clinician at Superdrug Online Doctor, explained to Yahoo UK, “Placed between the gum and lip to deliver nicotine through the mouth’s lining, nicotine pouches are smokeless and don’t require inhalation, but they are still a source of nicotine, which is an addictive substance. They also have sweeteners and flavourings.” Each pouch typically lasts about 30 minutes before it’s discarded—ideally, responsibly.
But while nicotine pouches may seem less harmful than cigarettes or vapes at first glance, health experts caution that they are far from risk-free. The key difference lies in how nicotine is delivered. Cigarettes burn tobacco, releasing thousands of harmful chemicals alongside nicotine; vapes heat a liquid to create a nicotine-laden aerosol that’s inhaled. Nicotine patches deliver a steady dose through the skin. Pouches, on the other hand, are absorbed through the gums, providing a faster hit than a patch but without exposing the lungs to smoke or vapor.
“Nicotine affects the body by increasing heart rate, blood pressure, and adrenaline levels, which can add strain to the heart and blood vessels,” Dr. Ashrafi noted. “With pouches, there’s also the risk of gum irritation, ulcers, and damage to the soft tissues in the mouth, especially with prolonged use.” He added that perhaps the biggest concern is the potential for addiction: “Nicotine is one of the most habit-forming substances, and using pouches recreationally or frequently can lead to dependence even in people who’ve never smoked.”
Caroline Cerny, from the charity Action on Smoking and Health (ASH), says the recent surge in use is being fueled by “heavy and indiscriminate marketing,” much of it aimed squarely at younger people. “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. The lack of an age limit for buying nicotine pouches—combined with their colorful packaging and appealing flavors—has made them particularly attractive to teenagers and young adults.
Currently, there’s no legal minimum age for purchasing nicotine pouches in the UK, leaving a glaring loophole that many experts believe is being exploited by manufacturers and marketers. That could soon change. The Tobacco and Vapes Bill, now moving through Parliament, aims to ban sales to under-18s and grant the government greater powers to restrict marketing, regulate flavors and packaging, and cap nicotine content. But campaigners warn that time is of the essence.
“It’s vital that this Bill is passed as soon as possible to protect children’s health,” Cerny emphasized. She also stressed that while pouches are probably 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.”
Lead author of the Smoking Toolkit study, Dr. Harry Tattan-Birch, echoed these concerns. “Pouches have a substantially lower risk to health than cigarettes and are likely less harmful than e-cigarettes. However, they are not harmless and can currently be sold to children with no marketing restrictions and no cap on nicotine content,” he warned. “Our findings underscore the urgency of the Tobacco and Vapes Bill, which will close this regulatory gap by ending sale to under-18s, restricting advertising, and providing powers to regulate flavours, packaging, and nicotine content.”
The rapid rise of nicotine pouches is not just a UK phenomenon. As reported by Canadian Healthcare Network, clinicians in Canada and elsewhere are also grappling with the implications of nicotine-only products. Healthcare professionals are seeking up-to-date clinical guidelines and evidence-based advice on how to counsel patients about these new forms of nicotine delivery, particularly as long-term health data remain limited.
While some argue that nicotine pouches could offer a less harmful alternative for adult smokers looking to quit cigarettes, others worry that the products’ easy accessibility and clever marketing may be hooking a whole new generation on nicotine. The debate is not just about individual health, but about the broader societal impact of normalizing nicotine use among young people.
For now, one thing is clear: the landscape of nicotine consumption is changing fast. With half a million Brits now using nicotine pouches—most of them young, and many likely never having smoked before—the stakes for public health policy couldn’t be higher. The coming months will show whether lawmakers can keep pace with the rapid rise of these products and ensure that future generations are protected from the risks of nicotine addiction.
As the UK Parliament debates the Tobacco and Vapes Bill, experts and advocates alike are watching closely. The decisions made now will shape the health and wellbeing of young people for years to come.
