Oral nicotine pouch use in Great Britain: a repeat cross-sectional study, 2020-25
Harry Tattan-Birch1, Sarah E Jackson1, Lion Shahab1
1Department of Behavioural Science and Health, University College London, London, UK.
The Lancet. Public Health
|December 19, 2025
Summary
Nicotine pouch use is rising in Great Britain, particularly among young men. Most users also consume other nicotine products, and pouches are increasingly used for smoking cessation attempts.
Area of Science:
- Public Health
- Nicotine Addiction Research
- Consumer Product Trends
Background:
- Global sales of oral nicotine pouches have surged recently.
- Population-level usage patterns for these products are not well-documented.
Purpose of the Study:
- To investigate recent trends in nicotine pouch consumption within Great Britain.
- To analyze demographic and behavioral factors associated with nicotine pouch use.
Main Methods:
- Utilized data from the Smoking Toolkit Study, a representative monthly survey (Oct 2020–Mar 2025).
- Included participants aged 16 and older, with nicotine pouch use self-reported.
- Analyzed trends in prevalence, sociodemographic stratification, and use for smoking cessation.
Main Results:
- Adult nicotine pouch use increased from 0.1% to 1.0% between Oct 2020 and Mar 2025.
- From 2022, usage surged among 16-24-year-olds (0.7% to 4.0%), especially young men.
- Most users (69%) also used other nicotine products; 56% smoked, 39% vaped.
- Use for smoking cessation attempts rose from 2.6% to 6.5% among quit attempters.
Conclusions:
- Nicotine pouch use is increasing in Great Britain, driven by youth uptake.
- Concurrent use with other nicotine products is common; increasing use for smoking cessation.
- Recommends age-of-sale legislation and further research on cessation effectiveness.
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