10 Regional Trends in UK Nicotine Pouch Use

• Pouch behaviour varies widely by region.
• Price drives decisions in places like Scotland and Wales. 
• Flavour and variety matter more in Yorkshire and the West Midlands.
• Online buying dominates in digitally mature regions like the South East.

All data in this article comes from Haypp’s 2024 UK Nicotine Pouch Report, based on responses from over 30,000 adult pouch users.

The North East leads the UK in weekly nicotine pouch purchases—over 60% above the national average—marking it as home to some of the most engaged and consistent adult pouch consumers.

In Greater London, 47% of users consistently purchase the same pouch type, compared to 36% nationally. 

This indicates a strong trend toward brand consistency in the capital.

One in three users here consumes five or more cans per week—the highest rate of daily pouch use in the UK. 

Despite being a smaller region, Northern Ireland leads when it comes to volume and frequency.

In Scotland, 85% of users say they choose to buy nicotine pouches online due to lower prices compared to brick-and-mortar stores.

That’s the highest price sensitivity across all UK regions, showing that cost continues to be a dominant factor in user decisions—especially in areas where online access trumps retail availability.

Nine out of ten users in Yorkshire say flavour is one of the top three reasons they choose a product—compared to 72% nationally. 

This region places the highest importance on taste, suggesting a strong preference for sensory satisfaction over other factors.

55% of West Midlands users will try a new pouch if it offers an unfamiliar flavour. 

That curiosity far outpaces the UK average (41%) and reflects a user base open to experimenting and rotating products, especially as new launches hit the market.

Over half (51%) of users here switch between at least three types of pouches, while the UK average sits at just 35%. 

This suggests that consumers in this region are particularly receptive to variety, innovation, and brand discovery.

A staggering 75% of South East users buy almost all (90% or more) of their pouches online. 

With strong digital infrastructure and high product availability, ecommerce clearly dominates here—and loyalty to online retailers runs deep.

In Wales, 81% of consumers say that an attractive price is what encourages them to try new products—10 points higher than the national average. 

These users are responsive to deals, promos, and bundled offers, making pricing strategy crucial in this region.

67% in the South West say discreetness is the main reason they use nicotine pouches. That’s the highest in the UK. 

For many here, subtlety, portability, and lack of odour make pouches the preferred choice over more visible or intrusive alternatives.

Same product. Different behaviours across the UK. 

These regional trends provide insight into how location can influence nicotine pouch preferences and behaviours.

Whether you’re stocking up or switching up, where you’re from might say more about your pouch habits than you think.