Nicotine pouches, sometimes referred to as snus, have been rapidly growing in popularity in the UK, and the disposable vapes ban has reportedly accelerated this growth.
According to research by Haypp, the UK nicotine pouch market almost doubled in 2024, growing by at least 95%.
Fifty-seven percent of UK nicotine pouch users say they began using pouches as a way to quit smoking. Another 27% say they use pouches to transition from other nicotine products, primarily vapes.
Nearly one-third (32%) of Haypp’s nicotine pouch customers are now former vape users, up from 28% in 2023. This shift is expected to increase following the ban on disposable vapes.
According to survey respondents, the main advantages of pouches compared to other nicotine products are that they are discreet (68%), they feel healthier (64%), and they do not affect others (54%).
Interestingly, the perceived social acceptability of pouches compared with cigarettes and other nicotine products appears to be a factor driving the market growth with 78% of nicotine pouch users surveyed believing that nicotine pouches are socially acceptable, compared with just 30% who feel vapes are socially acceptable. Only 13% believed cigarettes were socially acceptable.
Based on survey responses, the typical first-time user of nicotine pouches is 33 years old. Only 3% of those surveyed report having started using nicotine pouches before the age of 18.
It may be that the discreet nature of the product and the perception of social acceptability make pouches a choice for an older demographic.
Markus Lindblad, director of Haypp, said: “These results suggest that while the nicotine pouch market is growing rapidly, users are typically a more mature demographic that value the more discreet nature of the product.
“It is also notable that many people have started using pouches to transition away from vaping. This could become an important trend in the UK’s drive to go smoke-free while introducing ever stricter regulations on vaping.”
