On weekday mornings at shops across London, white plastic tins now sit quietly between chewing gum and lip balm, and they rarely stay there long. They contain nicotine pouches, a product that, without much noise, has become a regular feature in shops and pockets alike.
What’s behind the appeal?
Part of the appeal lies in what these pouches don’t do. They don’t produce smoke or vapour. They don’t leave a smell. There’s no need for charging, refilling or stepping outside. That low-maintenance, low-profile character seems to match the pace and privacy of modern life. Particularly in cities where space is tight and time is short.
Unlike vaping or smoking, pouches don’t draw much attention. They can be used in a shared workspace, a packed train or a noisy bar without interrupting the moment. And while they share a lineage with traditional snus, they don’t contain tobacco, placing them in a separate legal category in the UK.
Flavour is part of the picture, too. While mint is still the most widely available, other options (like citrus, coffee or liquorice) reflect an effort to focus on variety. The same applies to strength, which ranges from mild to noticeably stronger, allowing for some variation in how the product is used.
But in the end, the appeal seems to lie more in function than in choice. There’s nothing to learn, no routine to adopt, just a product designed not to draw attention.
Who’s using them – and how?
The image of the typical nicotine pouch user is becoming harder to define. What began as an alternative for former smokers has expanded into something broader, used not just in private, but increasingly in public settings where other nicotine products don’t quite fit.
It’s not one specific group that stands out. Nicotine pouches are being picked up by people across a range of ages and settings, from office floors and university libraries to festival fields and service counters. What they seem to have in common isn’t background, but circumstance. These are places where time is tight, where breaks aren’t always possible, or where smoking and vaping would feel out of place.
But while nicotine pouches have quietly settled into people’s routines, their growing presence hasn’t gone unnoticed. As use spreads and visibility increases, questions are starting to surface, not just about who’s using them, but about who’s watching.
Concerns and regulation in the spotlight
Not everyone sees nicotine pouches as harmless. The Guardian has highlighted how schools are now wrestling with a legal grey area, as sweet-shop style flavours and colourful tins make the products more appealing to younger users. Authorities like Trading Standards have drawn parallels to a game of “whack‑a‑mole”, where once a product is regulated, another emerges to fill the gap.
Financial analysts point out that the UK isn’t just observing the global growth in nicotine pouches, it’s contributing to it. According to British American Tobacco’s half-year results for 2024, revenue from its “modern oral” category (which includes tobacco-free pouches) rose by 47%, with the UK listed among the key contributors to that increase. Alongside markets like Sweden, Norway and Poland, the UK is now seen as an important part of this product segment’s commercial future.
Meanwhile, UK regulators have started to position pouches within the same policy frame as disposable vapes, with menacingly bright packaging and social media marketing under scrutiny. The government’s Tobacco and Vapes Bill currently being debated in the House of Lords could soon bring tighter rules on age limits, flavours and display, a sign that a quieter shift in regulation may be on the horizon.