Nicotine Pouches: The Rise of a Smoke-Free Alternative

According to Grand View Research, the UK nicotine pouch market value has seen significant value growth, reaching £185 million in 2024. It is expected to exceed £200 million as early as 2025, a growth that is equivalent to an annual increase rate of 7.6% through 2030.  

However, it is not just the market value that is impressive. The number of consumers is also steadily rising. 

A study by Nicotine and Tobacco Research shows that the proportion of UK adults who have tried nicotine pouches doubled between 2020 and 2024, from 2.7% to 5.4%. This reflects a broader trend among consumers to seek discreet, smoke-free alternatives to traditional tobacco or disposable vapes.

Brands that offer a combination of flavour, strength, and accessibility seem to appeal to a wide range of users – from nicotine-experienced smokers to curious new users – and are driving this growth. 

Grand View Research reports that what they refer to as “Extra Strong” strength products accounted for 33.4% of revenue in 2024. At the same time, low-strength products (2 mg/pouch) are expected to see the fastest growth between 2025 and 2030, with an 11% increase. This reflects a clear uptick in nicotine pouch usage among new consumers.

Despite this positive development, nicotine pouches remain in a regulatory grey area in the UK, where there are currently no specific laws for age restrictions or marketing practices.  

Regulation could bring much-needed clarity and security while keeping the market accessible and appealing to smokers and other adult nicotine users. However, the new Tobacco and Vapes Bill, which is currently under parliamentary review, may have the opposite effect. By proposing stricter measures, the bill actually risks limiting access to alternative nicotine products.

Similarly, some organisations warn against generalising the regulation of nicotine pouches and other smoke-free products in the same way as tobacco. They argue that regulatory decisions must be underpinned by scientific evidence, rather than moral panic.

Manufacturers are working to improve products in terms of flavour, strength, and overall experience. Data shows that mint flavours currently dominate the market (83.6%), while fruit flavours are growing as a niche segment (15.5%). 

The brand ZYN has seen a 497% increase in sales volume during 2024 and has also received FDA approval in the United States – a clear indicator of global acceptance.

To maintain this positive growth, the prevailing consensus seems to be that education is crucial, for consumers and retailers alike. For example, many consumers are unaware that nicotine pouches, unlike snus, do not contain tobacco and are therefore legal in the UK. 

By taking a proactive approach to public awareness, brands and retailers can help guide consumer understanding in a developing market.

From starting out as a relatively unknown product, nicotine pouches have rapidly established themselves as a central component of next-generation nicotine products in the UK.  

With strong growth, product innovation, and increasing consumer acceptance, the UK market is currently on the brink of a paradigm shift. Legislators, producers, and retailers such as Haypp must now strike a balance between accessibility, consumer protection, and continued innovation. 

In this dynamic evolution, nicotine pouches are no longer just an alternative to traditional nicotine products – they are a given.