UK Nicotine Pouch Market Soars 95%, Emerging as a New Option for Vapers

Key Points:

·Market Growth: Doubled in Size by 2024; 32% of Users Were Former E-Cigarette Users.

·User profile: Average age of first use is 33 years old; 57% use for smoking cessation, 27% use as a substitute for other nicotine products.

·Policy Impact: Ban on disposable e-cigarettes accelerates market transformation; could become an important alternative under smoke-free policies.

According to a report by Talking Retail on June 23rd, the popularity of nicotine pouches (sometimes also referred to as snus) is rapidly increasing in the UK, with the disposable e-cigarette ban accelerating this growth.

According to research by Haypp, the nicotine pouch market in the UK is expected to nearly double by 2024, with a growth rate of at least 95%.

57% of British nicotine pouch users said they started using nicotine pouches to quit smoking. Another 27% of people said they used nicotine pouches to transition from other nicotine products, mainly e-cigarettes, to nicotine pouches.

Currently, nearly one third (32%) of Haypp nicotine pouch users were former e-cigarette users, which is higher than the 28% reported in 2023. It is anticipated that this shift will increase after the implementation of the disposable e-cigarette ban.

According to survey respondents, the main advantages of nicotine pouches compared to other nicotine products are their discretion (68%), perceived healthiness (64%), and not affecting others (54%).

Interestingly, compared to other nicotine products, the social acceptance of nicotine pouches seems to be a driving factor in market growth. Among surveyed users of nicotine pouches, 78% believe that nicotine pouches are socially acceptable, while only 30% believe that e-cigarettes are socially acceptable.

According to the survey results, the average age of first-time users of nicotine pouches is typically 33 years old. Only 3% of respondents reported starting to use nicotine pouches before the age of 18.

The cautious nature and social acceptance of nicotine pouches may have made them a popular choice among middle-aged and elderly populations.

Haypp CEO Markus Lindblad stated:

"These findings suggest that although the nicotine pouch market is growing rapidly, users are typically older and value the cautiousness of the product. It is worth noting that many people have started using nicotine pouches to quit e-cigarettes. This could be an important trend for the UK as it moves towards a smoke-free policy and potentially tighter regulations on e-cigarettes."