Nicotine pouches are becoming increasingly popular in Wales, with new figures showing sales volumes rose by 92 per cent between 2023 and 2024.
A study reported by the South Wales Argus found that 59 per cent of people who started using nicotine pouches did so in order to quit smoking. In Wales, 68 per cent of users said they felt “much better” after making the switch.
The research also highlighted why many smokers and ex-smokers are drawn to the products. Users said they value pouches for being discreet, healthier-feeling, and less noticeable to others than smoking or vaping.
A less harmful alternative to smoking
Nicotine pouches are small, tobacco-free bags placed between the lip and gum that release nicotine without smoke, vapour or smell. Their low-profile design has helped them gain a foothold among consumers looking for a less harmful alternative to traditional smoking.
The rise in pouch sales follows the UK’s nationwide ban on disposable vapes, which came into force on July 1 and has pushed many consumers toward alternatives.
Markus Lindblad, from nicotine pouch retailer Northerner, said: “Following the disposable vape ban here in the UK, we anticipated a rise in nicotine pouch use as vape users transitioned to alternative products.
“We expect the increase in nicotine pouch use to continue as more people become aware of them as an alternative to smoking.”
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Separate research published in the Haypp Nicotine Pouch Report 2025 shows the trend is not confined to Wales. Across the UK, the market “nearly doubled in 2024, growing by 95 per cent year-on-year.” The report also found that more than half of pouch users nationwide started using them to quit smoking, and 95 per cent of those who had switched from cigarettes said they felt better as a result.
Successful at curbing smoking in Scandinavia
Although relatively new to the UK, pouches are already established in Scandinavia, where products like snus and pouches have been widely used for decades.
Sweden’s sharp drop in smoking rates has been credited to the availability of alternatives like snus, nicotine pouches and vapes, which together have made the country a European outlier.
In Britain, pouches are not classified as tobacco products because they contain no leaf or combustion, and are therefore regulated differently from cigarettes and vapes.
UK targeting becoming smoke-free by 2030
The boom in sales comes as governments across the UK tighten restrictions on conventional smoking. Ministers have pledged to make England “smoke-free” by 2030, with less harmful nicotine alternatives expected to play an important role in whether this will be achieved.
Unlike cigarettes and vapes, nicotine pouches are not subject to the same strict advertising bans, making them more visible on shop shelves and online.
