The Nicotine Pouch Report 2026
As the UK’s number one online nicotine pouch store with over 50,000 customers, Haypp has access to unique insights into the behaviour and attitudes of nicotine pouch consumers.
This year’s report identifies a major transition among UK nicotine product consumers. Over 40% of nicotine pouch customers began using pouches as a way to quit vaping.
The report also has a deep dive on the growing black market for nicotine pouches in the UK.
The insights in this report are from a survey of 2082 UK nicotine pouch customers from the Haypp.com and Northerner.com websites. The survey took place between December 2025 and January of 2026. The survey insights are complemented by full-year purchasing data for 2025 from over 50 000 UK customers.
Key Insights
- The UK nicotine pouch market is expanding rapidly, with sales volumes on leading e-commerce platforms such as Haypp.com and Northerner.com increasing by 60% in 2025.
- Growth is currently driven by women. Female nicotine pouch usage more than tripled in 2025 on Haypp.com and Northerner.com, rising by 202 per cent in cans sold, compared with a 25 per cent increase among men. As a result, the share of female customers increased from 22 per cent to 40 per cent, substantially narrowing the gender gap in consumption.
- Quitting smoking and vaping is the primary driver of uptake. Some 68 per cent of customers report starting using nicotine pouches to quit smoking, vaping, or both.
- Consumers choose nicotine pouches for both perceived health benefits and practicality. A majority view pouches as healthier (64%), more discreet (64%), and less intrusive to others (52%) compared to other nicotine products.
The Emergence of a Nicotine Pouch Black Market
- Exposure to illicit nicotine pouches is widespread. One in four consumers report having encountered black-market nicotine pouches, rising to 44 per cent among those aged 18–24.
- Health risk concerns regarding illicit products are substantial. A clear majority of customers (70%) report being concerned about the health risks associated with black-market pouches.
- Perceived weak enforcement may reduce deterrence. Twice as many consumers view enforcement as ineffective (27%) as effective (14%), while 9 per cent state they would consider purchasing from the black market.
Consumer Preferences in the Nicotine Pouch Market
- Velo maintains a clear lead in brand popularity in the UK. The three most purchased brands on Haypp.com and Northerner.com in 2025 were Velo (35%), Nordic Spirit (15%), and Zyn (11%).
- Mint flavour, slim, and high-strength formats dominate sales. Nearly six in ten cans sold in the UK are mint-flavoured. Around eight in ten are in the slim format, and almost half are classified as extra strong in terms of nicotine strength.
Why Did You Start Using Nicotine Pouches?
Efforts to quit smoking and vaping are the primary drivers of nicotine pouch uptake in the UK. Almost seven in ten nicotine pouch consumers (68%) report that they initiated use in order to quit cigarettes, vaping, or a combination of the two.
Specifically, 43 per cent adopted the product to stop smoking, while 40 per cent began using it to quit vaping. A further 15 per cent transitioned away from both cigarettes and vapes.
By contrast, direct commercial drivers appear to play a limited role in initial uptake. Only 4 per cent report discovering nicotine pouches through social media, and just 2 per cent cite marketing appeal as a primary reason for trying pouches.
How Many Cans Do You Use Per Week?
More than eight in ten now use pouches daily, compared with seven in ten in 2025. This increase is accompanied by a rise in high frequency pouch users and larger average online orders.
The number of consumers using one can per day on average has doubled. In parallel, a growing share of consumers have shifted towards higher-frequency usage.
The proportion using between four and seven cans per week has risen from 32 to 41%, indicating an intensification of consumption patterns.
Have You Ever Used Nicotine Pouches When Underage?
Just 3% of people who have purchased nicotine pouches from Haypp.com or Northerner.com report that they first came into contact with nicotine pouches when they were under the age of 18.
If You Bought Nicotine Pouches When Underage, Where Did You Buy Them?
For those that bought pouches when underage, the distribution pattern shows that access is primarily through informal social channels rather than the regulated retail market.
The largest share report obtaining nicotine pouches from friends (39%). A further 33% cite corner shops, suggesting weaknesses in age-verification practices within parts of the physical retail sector.
Only 10% report online retailers as a source, and just 2% supermarkets. The comparatively limited role of online sales is consistent with structured digital age-verification systems and more standardised compliance procedures.
Have You Come Across Nicotine Pouches Being Sold In Places You Suspect Are Not Official Retailers (e.g. Markets, Social Media, Informal Shops)?
While many consumers may not be aware of the exact boundaries between formal and black markets, one in four UK pouch users report having encountered nicotine pouches sold through the black market. Among those aged 18–24, exposure rises to 44%.
Would You Be Open to Purchase Nicotine Pouches on the Black Market in the Future?
About one in ten pouch users (9%) report that they would be open to purchase nicotine pouches from the black market in the future, with men and long-time users being the most inclined to do so.