The nicotine pouch market is booming worldwide, and the UK is at the heart of this revolution. As smokers ditch traditional cigarettes for smokeless alternatives, nicotine pouches are skyrocketing in popularity. According to industry forecasts, the global nicotine pouch market was worth approximately $4.2 billion in 2023, with expectations to hit a staggering $28.5 billion by 2030—driven by a jaw-dropping 31% compound annual growth rate (CAGR).
So, how is the UK contributing to this surge? What’s driving consumer adoption? Let’s dive into the latest market insights!
Why Are Brits Turning to Nicotine Pouches?
A Health-Conscious Shift
The dangers of smoking are no secret. According to the UK’s National Health Service (NHS), 75,000 people died due to smoking-related illnesses in 2019, making up 15% of all deaths. This grim reality has led to a massive shift in smoking habits, with nearly half of nicotine pouch users (42%) being former cigarette smokers who made the switch.
In fact, 56% of users say they started using nicotine pouches specifically as a smoking cessation tool, with the 25-34 age group leading the charge. The movement is particularly strong among men, with 58% of male users choosing pouches to quit smoking, compared to 42% of women.
How Safe Are Nicotine Pouches?
Compared to traditional tobacco products, nicotine pouches are considered a much lower health risk. A recent study ranked nicotine products based on their perceived danger, from 1 (completely harmless) to 10 (extremely dangerous). Here’s how they compare:
- Cigarettes: 8.8
- Chewing Tobacco: 7.5
- Heated Tobacco (like IQOS): 7.2
- Vapes: 6.7
- Nicotine Pouches: 3.7
Interestingly, nicotine-free snus was considered the safest product, with a rating of 2.9. This growing awareness that pouches are safer than cigarettes and vapes is fueling demand across the UK.
Consumer Behavior: What Matters Most?
As more consumers transition from smoking to nicotine pouches, their purchasing decisions are being shaped by price, flavors, and nicotine strength. Here’s what the latest data reveals:
- Price is King: Nearly 78% of users rank price as a top consideration when choosing a nicotine pouch. This number has climbed from 70% last year, reflecting rising cost concerns.
- Flavors Still Matter: While flavors remain a key factor for 72% of users, their importance has slightly declined from 77% in 2023.
- Nicotine Strength is Increasingly Important: 75% of users now factor in nicotine content when buying pouches, up from 69% last year.
Consumers are also reporting a higher quality of life since switching. A massive 95% of former smokers say they feel better after making the switch, with 65% claiming they feel “a lot better.”
The E-Commerce Boom: How Brits Are Buying Pouches
Unlike traditional tobacco products, nicotine pouches are overwhelmingly purchased online. Digital platforms like Haypp.uk and Northerner.com have played a pivotal role in making these products accessible to consumers across the country.
Fast Facts on Online Shopping Trends:
- 85% of nicotine pouch sales in the UK happen online.
- Older consumers (65+) are surprisingly the most e-commerce savvy nicotine pouch users, with nearly 80% buying their pouches online.
- 30% of users plan to increase their online purchases in 2024—up significantly from 13% in 2023.
- Younger users (18-24) are leading the online shopping charge, with 54% saying they’ll buy more pouches online this year.
The rise of online shopping has made it easier for users to experiment with different brands and flavors, and many switch products frequently based on pricing, promotions, or curiosity.
Regional Trends: Where Are Pouches Most Popular?
Nicotine pouch usage varies across different UK regions. Here are some key insights:
- Northern Ireland: The highest percentage of "heavy users," with 32% of consumers using 5+ cans per week.
- London: The most brand-loyal region—47% of users stick to one product (vs. the national average of 36%).
- Scotland: Price-sensitive shoppers—85% prefer online shopping because of lower prices.
- North East England: The region where people feel the best after switching from cigarettes to pouches.
- South East England: The most online-friendly region, where 75% of people buy almost all their pouches online.
Who’s Using Nicotine Pouches?
Nicotine pouch users come from all age groups, from 18-year-olds to consumers nearing 100! However, the biggest group of "frequent users" falls between 25-34 years old, with many using up to five cans per week.
Men vs. Women:
- Men dominate the market, making up 77% of frequent users.
- Women are catching up fast! Female usage grew 98% in 2023, compared to an 80% increase for men.
This shift suggests that nicotine pouches are no longer just a “guy thing”—more women are embracing them as a discreet and convenient alternative to cigarettes.
The Most Popular Brands in the UK
When it comes to nicotine pouches, some brands dominate the market. The top three brands—Velo, Nordic Spirit, and Loop—account for nearly 45% of total sales.
The Top Brands:
- Velo – Now the #1 brand in the UK, overtaking Nordic Spirit.
- Nordic Spirit – Still strong but now in second place.
- Loop – A rising contender in the nicotine pouch space.
- Zyn, Helwit, Klint, Vid, and XQS – These brands are seeing significant growth.
The best-selling product in 2024 is Velo Ice Cool Mint Strong Slim, which took over the #1 spot from Velo Freeze Slim Strong.
Nicotine Strength: What Do Users Prefer?
Nicotine pouches come in four different strengths, plus a nicotine-free option.
- Extra Strong (42%) – The most popular strength.
- Regular (26%) – A solid second place.
- Strong (23%) – Also widely used.
Additionally, pouches are available in different sizes, with slim pouches dominating the market, making up 80% of sales.
Final Thoughts: What’s Next for Nicotine Pouches in the UK?
The nicotine pouch market in the UK is showing no signs of slowing down. Consumers are prioritizing health, convenience, and affordability, and the rise of online shopping is making these products more accessible than ever. With new brands, flavors, and strengths entering the market, expect even more growth in the years ahead.
As nicotine pouches continue to disrupt the tobacco industry, one thing is clear: this trend isn’t just a phase—it’s the future of smokeless nicotine consumption.
If you want to learn more about nicotine alternatives like nicotine coffee pouches and nicotine gum, be sure to check out our other blog posts. We’ve got the latest insights and helpful guides to support you on your journey toward a smoke-free lifestyle! 😊🍬