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Key Takeaways

  • High-profile figures, from RFK Jr. to Joe Rogan, openly use nicotine pouches
  • Public figures in Europe and the UK also highlight growing global acceptance
  • Survey data shows nicotine pouches rank as the most socially acceptable nicotine product
  • Discreet use and no second-hand effects are key reasons for their appeal
  • Regulation of cigarettes and vapes may further increase pouch popularity in the UK

Nicotine Pouches in the Spotlight: From Politicians to Celebrities

In a recent interview, the U.S. Secretary of Health, Robert F. Kennedy Jr., gave his view that nicotine pouches are the safest way to consume nicotine. The Secretary of Health doesn’t appear to be concerned that people know that he enjoys a nicotine pouch from time to time. And in a move that made headlines, RFK Jr. ‘popped a pouch’ during his highly publicised confirmation hearing in January of this year.

Other high-profile stars who have been known to be nicotine pouch users include global podcast phenomenon Joe Rogan, Hollywood star Josh Brolin, and political commentator Tucker Carlson.

Carlson went so far as to establish his own line of nicotine pouches, ALP. (Northerner US, our sister site in the United States, was selected as one of two preferred online partners for ALP.)

Global Acceptance: Nicotine Pouches Beyond the U.S.

The public use of nicotine pouches by high-profile figures isn’t limited to the USA. The President of Poland, Karol Nawrocki, was seen using a nicotine pouch in a live televised debate during his election campaign in May 2025.

Kimi Räikkönen, the Finnish F1 driver, has been seen using pouches, and in the UK, several Premier League footballers have publicly stated that they are partial to a pouch.

This highlights an important difference between nicotine pouches and other nicotine products. Consumers tend to view pouches as socially acceptable compared with other nicotine products.

Not only is this the case when compared to cigarettes, which one might expect, but also when consumers rank pouches compared to vapes or heat-not-burn products.

Survey Data Confirms: Pouches Top the List for Social Acceptability

While we might expect this to be the case in countries like Sweden and Norway, with a long history of pouches being available on the market and common use amongst all segments of society, it is also true among UK pouch users.

In the Haypp Nicotine Pouch Report 2025, survey data revealed that nicotine-free pouches are considered the most socially acceptable product by pouch users, followed closely by nicotine pouches. Nicotine pouches rank significantly higher than all other nicotine-containing products.

A graph depicting the perceived social acceptability of different nicotine and tobacco products

The survey gathered responses from 1851 nicotine pouch customers, and while pouch users will tend to view their product of choice as the most socially acceptable, the rankings are nonetheless revealing.

Nicotine-free pouches and nicotine pouches are clearly far ahead of the other products, even those long-established in the UK market, such as vapes.

Why Might Pouches Be Considered More Socially Acceptable?

The perception of social acceptability, as perceived by pouch customers, is at least partially because pouches do not harm others.

Unlike smoking, oral nicotine does not expose people nearby to second-hand smoke, unpleasant smells, or other negative side effects. Over half of UK pouch users (54%) say that this is one of the key benefits of nicotine pouches compared to other nicotine products.

A graph depicting the advantages of nicotine pouches over other nicotine products

Another important factor in the perception of nicotine pouches as socially acceptable is the discreet nature of the product.

A massive 68% of UK pouch users say that the fact that the product is discreet is an advantage of pouches compared with other nicotine products. This makes discretion the number one perceived advantage of pouches.

Is Discretion Becoming More Important For Nicotine Users?

Discretion is becoming increasingly important for nicotine users. Increased regulation of cigarettes and vapes is coming down the tracks in the UK, and it could soon be difficult to use a vape or heat-not-burn product in public spaces. Indeed, it is already impossible to use vapes in many workplaces, public buildings, or on public transport.

The ability to enjoy a nicotine pouch without bothering anyone around you, or drawing any attention to yourself, is likely to become even more important for nicotine users as the UK regulation of nicotine products becomes even more strict over the coming years.

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