10 July 2025
Swedish retailers Haypp and The Northerner have come together to produce the Nicotine Pouch Report for 2025. It’s the third edition of the report, meaning it now covers data from 2022, 2023, and 2024. As such, it provides a moving record of the trends around nicotine pouch use, adoption, and sales within the UK.
The report is chock-full of valuable and, in some cases, surprising data that is drawn from a survey of 1,581 UK customers and purchasing data from over 35,000 customers throughout 2024.
Take a look at the full report, but here’s a quick summary of what stood out to us.
#1. The pouch market has doubled
The UK nicotine pouch market experienced a 95% year-over-year growth in 2024. That’s a remarkable rate of growth. Vaping never quite managed those numbers. The closest vaping reached was around 60% in 2013 and 2014.
While word of mouth and social media messaging played a part, I think this explosive growth reflects the fact that the market has some heavyweight players with excellent distribution networks.
#2. Pouch users are overwhelmingly urban males
According to survey and purchasing data, 80% of nicotine pouch users are men from urban areas. It’s not quite as male-dominated as cryptocurrency, but it’s uncomfortably close.
There are a few ways to look at this. The market is in its infancy in the UK, and it could certainly do with more diversity and female advocates. We know from Sweden that women like the product, and it’s been instrumental in driving down smoking rates among the demographic. So, we can expect some movement in that regard over the coming years.
#3. First-time users are 33 years old on average
For all the column inches about youth use, the typical user begins using nicotine pouches at age 33. Tobacco control, the media, the government, and health NGOs need to face reality: this is a predominantly adult market. Any of their future harebrained policies or recommendations must be judged on how they will affect the many and not the few.
#4. Scotland is leading the way
When it comes to pouch consumption, Scotland leads the way in the UK with an average consumption of 3.3 cans per week. Rumours that pouches are being deep fried in Glasgow chippies are not confirmed (or denied) in the report.
The North East of England has the lowest consumption, with an average of 2.8 cans per week. According to ASH, aside from the South East of England, the North East has the lowest smoking rates in the UK, which partly explains the disparity.
#5. People predominantly use pouches to quit other nicotine products
The report shows that 57% of people started “pouching” to quit cigarettes. A further 27% began using pouches to quit other products, such as vapes. Perhaps most importantly, 95% of those surveyed who switched from cigarettes to nicotine pouches report feeling better after making the change.
#6. Underage access is misunderstood
A full 61% of survey respondents believe it’s easier for minors to buy nicotine pouches online. However, the survey reveals that underage access routes are as follows:
- 56% obtained from corner shops.
- 31% sourced from friends.
- 21% purchased online.
- 17% acquired from supermarkets.
Again, this highlights how the lack of enforcement of existing laws is the primary reason why pouches get into the hands of minors. The legal “loophole” that did not require age verification will be closed by the Tobacco and Vapes Bill as soon as the Bill receives Royal Assent.
Final thoughts
The Haypp UK Nicotine Pouch Report 2025 offers some interesting insights into the nicotine pouch market, demographic use, and underage access. It’s encouraging to see pouches chip away at UK smoking rates. Let’s hope the 2026 report brings even more good news.
Originally published on daily-pouch.com
https://daily-pouch.com/6-interesting-points-from-the-haypp-uk-nicotine-pouch-report/
