Since their introduction to the UK market in 2019, nicotine pouches have rapidly gained popularity, particularly among younger users aged 16 to 24. These small, colorful sachets contain purified nicotine but no tobacco, differentiating them from traditional Swedish snus, which remains banned in the UK and European Union. The pouches, marketed under brands such as Zyn, Velo, and Nordic Spirit, have become a common sight in a variety of social settings, from pubs to public transport, fueling an emerging trend among Generation Z.

Unlike cigarettes, nicotine pouches do not produce smoke, which some experts argue makes them a less harmful alternative. The pouches deliver nicotine through the lining of the mouth, with a single pouch potentially containing up to 20-30 milligrams of nicotine—substantially more than the 1-2 milligrams typically absorbed from one cigarette. This concentrated dose is absorbed slowly, providing users with a prolonged ‘buzz’ that can last around an hour.

Despite their growing market, valued at up to £214 million per year by March 2025, concerns have been raised about health risks associated with their use. Users have reported irritation of the gums and development of oral lesions, especially when pouches are kept in place for extended periods or placed against dry, sensitive tissue. Some users have admitted to gum damage; one 27-year-old individual disclosed oral sores caused by frequent switching of pouch placement after starting use to reduce cigarette smoking, only to become addicted to the pouches themselves.

Medical professionals express caution regarding the perceived safety of nicotine pouches. General practitioner Deepali Misra-Sharp emphasizes the potency of nicotine delivery, warning that improper use can lead to symptoms such as nausea and lightheadedness, even in those accustomed to nicotine consumption. Meanwhile, Dr. Harry Tattan-Birch, a senior research fellow at University College London, acknowledges the reduced harm compared to smoking but cautions against misleading comparisons that equate the nicotine content in pouches directly to cigarettes. He stresses that the lack of burnt tobacco significantly lowers health risks but does not eliminate them entirely.

Regulatory oversight has lagged behind the rapid rise of nicotine pouches, partly because they fall outside existing tobacco and vaping laws. Since these products do not contain tobacco leaf, they are not subject to the ban on oral tobacco products in place since 1992. Moreover, they do not meet the legal definitions of vaping products, allowing them to be sold freely, including to minors, and to be marketed without many restrictions. Aggressive advertising has been noted at music festivals, sporting events, and across public transportation networks.

In response, authorities plan to implement a ban on sales to individuals under 18 starting next month, with further marketing restrictions set to take effect in June 2027. Whether these measures will be sufficient to curb the trend remains to be seen, as nicotine pouches have already established themselves as a mainstream, albeit controversial, habit among the younger generation.