New data reveals that awareness of nicotine pouches grew between 2024 and 2025 among under 18s in Great Britain, spiking from 38% to 43%. Nearly 4% of teens report having tried nicotine pouches. This is equivalent to 210,000 children.
The YouGov data, commissioned by Action on Smoking and Health (ASH) showed that between 2023 and 2025, use has also increased among younger adults aged 18-34. The current use rate is 2.6 percent in 18 to 34-year-olds compared to 0.2 percent in adults aged over 55. There is also a stark gender divide with men under 40-years-old. This group is three times more likely to use nicotine pouches than women the same age. The difference is 3.5 percent of men versus 1.2 percent of women.
While nicotine pouches are less harmful than smoking, there are currently no limits on the strength of nicotine contained in these products. Additionally, few controls on marketing and advertising exist. No age restrictions on sale mean that anyone can purchase nicotine pouches.