The use of trendy nicotine pouches has seen a significant surge among young people in Great Britain, despite growing concerns over their potential to cause serious health problems, including various cancers and heart disease. Researchers at University College London (UCL) found that one in 25 individuals in Gen Z now use these tiny, pillow-shaped packages, which contain synthetic nicotine powder and flavourings. This marks a substantial increase from just 0.7 percent among 16 to 24-year-olds in 2022. Overall, approximately half a million Britons currently use nicotine pouches, a tenfold increase compared to 2020 figures.

Nicotine pouches are designed to be discreetly placed between the top lip and the gum, where they release a steady flow of addictive nicotine. This nicotine is then absorbed into the bloodstream over a 20 to 60-minute period through the numerous small blood vessels lining the tissue. These products differ from snus, which is a tobacco-based, teabag-style product also used orally to release nicotine. Experts are now advocating for a ban on the sale of these addictive pouches, attributing their popularity to consumers seeking the stimulant effect of nicotine without the toxic harm associated with tobacco in cigarettes or the various chemicals found in vapes. A significant factor contributing to their appeal among teenagers is their popularity among footballers, with prominent figures like former England and Leicester striker Jamie Vardy openly admitting to their use. A Professional Footballers Association study from the previous year indicated that one in five top players uses either pouches or snus, believing they help them manage stress during matches.

The fresh research, published in The Lancet Public Health journal, analyzed the smoking habits of 128,000 British adults aged 16 and over between October 2020 and March 2025. It revealed that the prevalence of nicotine pouch use rose from an estimated 0.1 percent of the population in 2020 to one percent in 2025. Specifically, among 16 to 24-year-olds, usage increased from 0.7 percent in 2022 to 4 percent in 2025. Conversely, the study, funded by Cancer Research UK, observed 'no meaningful change' in use among individuals aged 35 and over during the same period. The findings also indicated higher usage rates among men, particularly those aged 16 to 24, and among individuals who already smoke or vape. More than two-thirds of nicotine pouch users also consumed other nicotine products, such as cigarettes or vapes, a trend consistent with observations in the US, Denmark, Poland, and Australia. Interestingly, 16 percent of users had never smoked regularly. The study also noted a rising proportion of smokers using pouches as part of their efforts to quit smoking, increasing from 2.6 percent in 2020 to 6.5 percent in 2025.

Dr. Harry Tattan-Birch, a senior researcher in behavioural science at UCL and the lead author of the study, emphasized that the increase in nicotine pouch use has been 'almost exclusively driven by young people, especially young men,' while remaining 'stable and low' among adults over 35. He suggested that this trend could be partly attributed to aggressive advertising campaigns targeting this demographic through social media, billboards, in bars and train stations, and via sponsorships of motorsports and music festivals. While acknowledging that pouches pose a substantially lower health risk than cigarettes and are likely less harmful than e-cigarettes, Dr. Tattan-Birch cautioned that 'they are not harmless and can currently be sold to children with no marketing restrictions and no cap on nicotine content.' He stressed the importance of implementing 'proportionate measures... to limit uptake among teenagers.'

Concerns have also been raised about nicotine pouches acting as a 'gateway' to smoking, leading to their prohibition in several countries, including France, Belgium, and the Netherlands. In other nations, such as Australia, their availability is restricted to prescription only. In the UK, because these pouches do not contain tobacco, they can legally be sold to individuals under 18 and are frequently merchandised alongside sweets in convenience stores. The anticipated UK Tobacco and Vapes Bill aims to regulate the sale of nicotine pouches and vapes to young people, although its implementation is still several months away. Furthermore, researchers have voiced alarm over how pouch marketing specifically targets young audiences on social media. US studies have linked nicotine pouch use to an increase in nicotine poisoning cases among young children. Other research suggests that these pouches might elevate the risk of heart disease in individuals not already using nicotine products and could potentially contribute to oral cancers, though more extensive research is required to confirm these risks. Short-term side effects associated with the products can include lightheadedness, nausea, bleeding gums, and vomiting.