Vaping and Nicotine Pouches: Costs and Consumer Trends

• The UK vape tax adds £2.20 in excise duty per 10ml of e-liquid.
• Many adult nicotine consumers have experience with both vapes and pouches.
• Nicotine pouches don't require vaping equipment or attract Vaping Products Duty.
• Replacing some vaping purchases with pouches can reduce monthly costs.

The new UK vape tax increases the duty applied to e-liquids, potentially affecting what adult vapers pay for their products.
Introduced on 1st October 2026, Vaping Products Duty applies at £2.20 per 10ml of e-liquid, regardless of nicotine content.

These figures represent the excise duty, not the final retail price. The amount consumers pay depends on how manufacturers and retailers incorporate the tax into their pricing.

Nicotine pouches are not subject to Vaping Products Duty, making them an option worth including when comparing the costs of different nicotine products.

Unlike vaping, nicotine pouches also don't require an electronic device, coils or replacement pods. This means their ongoing costs are generally limited to the pouches themselves.

For existing adult nicotine users concerned about rising vaping costs, comparing the two formats could reveal opportunities to spend less.

Some adults in Great Britain report using both vapes and nicotine pouches.
Cross-sectional surveys of pouch users conducted between January 2022 and March 2025 found that:

• 39% also vaped.
• 56% also smoked cigarettes.
• 69% used at least one other nicotine product.

For adults who already use both formats, the balance between their purchases can also affect how much they spend. For example, purchasing fewer vaping products and more nicotine pouches could lower overall costs if the replacement purchases are less expensive.

Haypp's Nicotine Report 2026 provides further insight into why adult consumers start using nicotine pouches.

Based on a survey of 2,082 UK nicotine pouch customers and purchasing data from more than 50,000 customers, the report reveals a relationship between vaping and nicotine pouch use.

The report found that:

• 40% of surveyed customers started nicotine pouches with the intention of quitting vaping.
• 68% reported starting pouches with the intention of quitting smoking, vaping or both.
• 64% perceived nicotine pouches as more discreet than other nicotine products.

These figures reflect customer-reported motivations and perceptions, not evidence that nicotine pouches are effective cessation products.

The findings suggest that many nicotine pouch customers have experience with vaping or smoking. Adult nicotine consumers who have used different formats may consider comparing the costs following the introduction of the UK vape tax.

Using nicotine pouches alongside vaping could offer an opportunity to reduce costs.

The potential savings come from replacing some vaping purchases with nicotine pouches, rather than adding pouches to existing spending.

With the new vape tax affecting e-liquids, nicotine pouches may offer a more affordable option for some adult users, particularly when equipment and replacement components are taken into account.

For an adult who already vapes, purchasing fewer vaping supplies and using nicotine pouches instead could reduce overall expenditure.

For example, consider a hypothetical monthly budget:

In this example, the combined approach costs £15 less per month, or £180 over a year.

These figures are illustrative rather than actual market prices or guaranteed savings. The outcome depends on individual product prices and purchasing habits.

Not necessarily. Adult nicotine users could potentially reduce their spending by replacing some vaping purchases with lower-cost nicotine pouches.

The important factor is the total amount spent. If nicotine pouches replace more expensive vaping purchases, monthly costs could decrease.

However, purchasing nicotine pouches in addition to the usual amount of vaping products would increase overall spending. 

Nicotine pouches could be a more affordable option than vaping for some adult consumers, particularly when ongoing equipment costs and the new UK vape tax are considered.

While vaping involves purchasing e-liquid and potentially replacing devices, coils or pods, nicotine pouches don't require electronic equipment.

Two factors could make nicotine pouches more economical for some existing adult nicotine users.

1. No vaping equipment costs
   Nicotine pouches don't require electronic devices, coils, pods or batteries, removing equipment-related expenses associated with vaping.
2. No Vaping Products Duty
   Nicotine pouches aren't subject to the new duty on e-liquids. This difference could become increasingly relevant when comparing the cost of vaping with nicotine pouches.

However, actual costs depend on product prices and how frequently each product is purchased.

For vaping, monthly costs may include e-liquid, replacement coils, pods and devices. For nicotine pouches, spending generally depends on the price per can and the number purchased.

Adults who use both products can compare their total monthly expenditure to understand whether replacing some vaping purchases with nicotine pouches would reduce their spending.

Individual nicotine pouches cannot be directly equated with a particular volume of e-liquid, as nicotine delivery and usage patterns vary.

Vaping and nicotine pouches are already used alongside one another by some UK adults, as both independent research and Haypp's consumer insights demonstrate.

With the new UK vape tax affecting e-liquid costs, nicotine pouches could offer a more affordable option for some existing adult nicotine users, particularly as they don't require electronic equipment or attract Vaping Products Duty.

For adults who already use both formats, replacing some vaping purchases with nicotine pouches could help reduce monthly expenditure without giving up vaping entirely.

Actual savings depend on individual purchasing patterns, and combining nicotine products may increase nicotine exposure.

Adult consumers interested in comparing available options can explore the nicotine pouch range at Haypp.

Nicotine is addictive. Nicotine pouches are intended for existing adult nicotine users and are not risk-free. People who do not use nicotine should not start.