The UK nicotine pouch market almost doubled in 2024, according to research by Haypp.
With the recent ban on disposable vapes, a significant transition to nicotine pouches - also known as snus - is taking place with the shift “expected to increase”, said the online nicotine product retailer.
Haypp found 57% of its UK nicotine pouch customers began using the product as a way to quit smoking.
Another 27% use pouches to transition from other nicotine products, primarily vapes. While nearly one-third (32%) are now former vape users, up from 28% in 2023.
According to survey respondents, the main advantages of pouches compared to other nicotine products are that they are discreet (68%), they feel healthier (64%), and they do not affect others (54%).
Moreover, 78% of nicotine pouch users surveyed believed nicotine pouches were socially acceptable, compared with just 30% who felt vapes were socially acceptable. Only 13% believed cigarettes were socially acceptable.
Based on survey responses, the typical first-time user of nicotine pouches is 33 years old. Only 3% of those surveyed report having started using nicotine pouches before the age of 18.
“These results suggest that while the nicotine pouch market is growing rapidly, users are typically a more mature demographic that value the more discreet nature of the product,” said Markus Lindblad, director of Haypp
“It is also notable that many people have started using pouches to transition away from vaping. This could become an important trend in the UK’s drive to go smoke-free while introducing ever stricter regulations on vaping.”
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