The Nicotine Pouch Report 2025

The Nicotine Pouch Report 2025 is produced by Haypp in collaboration with The Northerner.

The aim is to create the number one source of insight into the behaviour and attitudes of nicotine pouch users in the UK. This report is based on a survey of a random sample of 1581 UK nicotine pouch customers from the Haypp.com and Northerner.com websites.

The survey took place between February and March of 2025. These insights are complemented by full-year purchasing data for 2024 from over 35,000 customers. 

• The UK nicotine pouch market nearly doubled in 2024, growing by 95% year-on-year.
• Increasing awareness of the product is driving adoption, supported by new market entrants and product innovation.
• Legislative changes, such as the disposable vapes ban, as well as the upcoming Tobacco and Vapes Bill, are also shaping the UK market, establishing trust and legitimacy in the product.

• More than half of pouch users – 57% – started using nicotine pouches as a way to quit smoking.
• Another 27% used pouches to quit other nicotine products, primarily vapes.
• 95% of those who switched from smoking cigarettes to using nicotine pouches say they feel better having done so.

• About four in five online buyers of nicotine pouches are men – typically in London or regions with large urban areas.
• The average nicotine pouch consumer uses around three cans of pouches per week and often switches between different products
• The most common reason given for buying pouches online rather than in-store (for 81% of consumers) is that the prices are seen as attractive. Better assortment (56%) and convenience (51%) are also important.

• The typical nicotine pouch user is from an older demographic and began using pouches at age 33.
• Although the majority of survey respondents perceived online channels as being of greater risk for underage access, brick and mortar stores were the number one source of nicotine pouches for underage users, with 56% of underage pouch users saying they had bought from a corner shop.

• Velo remains the clear market leader in the UK. Among the major brands, Velo, On!, Zyn, and Fix all grew faster than the overall market in 2024.
• Velo Crispy Peppermint 10.9mg (previously Ice Cool Mint Slim Strong) is the top-selling product for the second year in a row.
• Mint is by far the most popular flavour, found in 58% of cans sold.

The leading brand in 2024, in terms of units sold, was Velo, followed by Nordic Spirit and On!. Together, these three accounted for 57% of all cans sold on Haypp.com and Northerner. com during the year.

Mint is by far the most popular in the UK, found in six out of ten cans sold (59%). Fruit flavours come in second place, making up 22% of cans sold, followed by citrus at 8%

The average UK nicotine pouch user consumes three cans per week.

One in five pouch users can be classified as a “high-frequency user” – someone who uses five or more cans per week.

Scotland reports the highest average consumption, at 3.3 cans per week, while the North East of England has the lowest, at 2.8 cans. Scotland also has the largest share of high-frequency pouch users – one in four (24%) report using five or more cans weekly 

Nearly six in ten nicotine pouch users (57%) say quitting smoking was their main reason for using nicotine pouches, making it the most common motivation by far.

As these products are intended for adults only– especially smokers seeking alternatives to cigarettes – concerns have been raised about underage access, particularly via online channels.

With the Tobacco and Vapes Bill due to come into force this year, nicotine pouches will be subject to much stricter regulation in the UK.

New regulation is only as effective as it’s enforcement, but a combination of robust enforcement, smart digital solutions, and responsible behaviour by retailers can create a market for nicotine pouches where adult freedom of choice and youth protection go hand in hand. 

The majority of survey respondents – 61% – believe it is easier for minors to buy nicotine pouches online rather than in a brick-and-mortar store. In fact, the majority (56%) of nicotine pouch users who say they purchased products while under 18 obtained them from corner shops. Furthermore, 31% sourced them from friends, and 17% acquired them from supermarkets. 21% said they purchased them online.