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Britain's Nicotine Pouch Market Keeps Growing, But Regulation Is Catching Up
Research shows nicotine pouch use in Great Britain is still low but rising, just as new sale and advertising rules arrive.
Nicotine pouches are still a small part of nicotine use in Great Britain, but research shows use has grown.
What the research says
- A study using Action on Smoking and Health (ASH) survey data found adult ever-use and current use doubled between 2020 and 2024, reaching 5.4% and 1.0% of adults.
- A 2025 study in The Lancet Public Health, using the Smoking Toolkit Study, examined trends in pouch use in Great Britain from October 2020 to March 2025.
- ASH describes usage as currently low in Great Britain but increased over recent years.
The rules arriving
- From 29 October 2026 an age of sale of 18 applies to nicotine pouches under the Tobacco and Vapes Act, according to ASH.
- The government intends to ban advertising and sponsorship of nicotine products from 1 June 2027.
- The Act allows further rules on packaging, display and product content after consultation.
Read more: what changes on 29 October and the planned advertising ban.
Sources
- Prevalence of Nicotine Pouch Use Among Youth and Adults in Great Britain, Nicotine & Tobacco Research (3 December 2024)
- Oral nicotine pouch use in Great Britain: a repeat cross-sectional study, 2020-25, The Lancet Public Health (16 December 2025)
- Nicotine pouches, Action on Smoking and Health
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