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One in eight teenagers aged 14 to 17 in Great Britain say they have used nicotine pouches, according to a new survey that adds to growing concern among health experts about the products’ rising popularity and potential for addiction.
The small sachets—often compared to mini teabags and commonly sold in flavours—are placed in the mouth to release nicotine. They are also known as “snus”.
Concerns focus on addiction and oral health
Unlike smoking, nicotine pouches do not increase cancer risk, but they have triggered alarm over fears that users could become dependent on nicotine and develop mouth and dental problems.
The survey of 500 teenagers aged 14 to 17 in England, Scotland and Wales found that 13% had used a nicotine pouch. Among those who had tried them, 30% said they used pouches at least once a week.
Most respondents who had used pouches said they got them from friends or bought them in shops. The survey noted that shops are not subject to any age restrictions on who they can sell nicotine pouches to.
Support for restrictions and an under-18 sales ban
The same poll, conducted by Deltapoll for the Future Health consultancy, found broad backing for the UK government’s planned crackdown. Seven in 10 respondents supported the measures contained in the planned tobacco and vapes bill.
The legislation (the tobacco and vapes bill) is set to outlaw the sale of pouches to under-18s. It would also change packaging rules and limit the use of flavours and the amount of nicotine, in an effort to make the products less appealing to children and young people.
Steve Brine, a former public health minister, wrote in a foreword to a new report by Future Health on the pouches that the products are “unregulated” and are being “heavily pushed at young people”, including through shop displays, social media and partnerships with UK music festivals.
Referencing that most main brands are made by cigarette companies, Brine warned that the tobacco industry is looking for “the next business opportunity” to “addict a new generation to nicotine”.
Advertising exposure and appetite for tighter controls
Almost half of the teenagers surveyed (46%) said they had seen nicotine pouches advertised, most commonly in shops and on social media.
Three-quarters (73%) said they want restrictions on the promotion, sale and use of the products. A majority backed making it illegal for under-18s to buy them (63%) and supported health warnings (59%).
Who commissioned the survey and what the report highlights
The survey was carried out for Kenvue, which makes Nicorette, an over-the-counter nicotine replacement therapy used by some smokers trying to quit. Future Health is run by Richard Sloggett, a former special adviser at the Department of Health and Social Care (DHSC).
The report said health concerns have so far focused on oral issues including dry mouth, gum lesions or blisters, unusual jaw sensations and receding gums. It also pointed to studies that have raised concerns that 30mg nicotine pouches can lead to higher nicotine uptake than cigarettes and increased arterial stiffness.
Sales of brands including Velo, Nordic Spirit and Zyn are described as growing quickly.
Warnings from international health experts and new UK research
A group of international health experts warned in the European Heart Journal this week (link) that nicotine is toxic to the heart and blood vessels regardless of whether it is consumed via a vape, a pouch, a shisha or a cigarette. They also voiced concern over a recent dramatic rise in the use of vapes, heated tobacco and nicotine pouches, particularly among adolescents and young adults.
Separate research published this week in Lancet Public Health (link) found that more than 500,000 people in Britain now use nicotine pouches, with growth driven by members of gen Z, especially young men.
According to that study, led by Dr Harry Tattan-Birch of University College London, the proportion of 16- to 24-year-olds using pouches rose from 0.7% in 2022 to 4% this year. Tattan-Birch said pouches carry substantially lower health risks than cigarettes and are likely less harmful than e-cigarettes, while stressing they are not harmless.
Industry responses and the government’s position
A spokesperson for Zyn, made by the tobacco firm Philip Morris International, said smoke-free products such as nicotine pouches have helped millions of adults leave cigarettes behind. The spokesperson also said that, according to Ash, 96% of teenagers have never tried nicotine pouches.
Asli Ertonguc, head of British American Tobacco in the UK and western Europe, highlighted that the Lancet study found increasing numbers of smokers use pouches to help them quit, and warned that banning snus advertising could put that progress at risk.
A spokesperson for Japan Tobacco International, which makes Nordic Spirit, said the company welcomes regulation that prohibits the sale of nicotine products to minors, while expressing concerns about aspects of the tobacco and vapes legislation that it said could damage an emerging category and undermine the UK’s success in promoting smoking alternatives.
A DHSC spokesperson said the government is acting to protect people’s health and stop young people becoming hooked on nicotine, adding that nicotine pouches are currently far less regulated than nicotine vapes. The spokesperson said this will change and that the tobacco and vapes bill will make it illegal to sell nicotine pouches and other nicotine products to anyone under 18.
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