Nearly seven in 10 nicotine pouch users in the UK say they adopted the product to quit smoking, vaping or both, according to new research that points to growing consumer demand for alternative nicotine products.
The latest Nicotine Pouch Report from Haypp found that 68 per cent of nicotine pouch consumers began using the product as a means of moving away from cigarettes, vapes or a combination of the two.
Among those surveyed, 43 per cent said they started using nicotine pouches to quit smoking, while 40 per cent adopted them to stop vaping. A further 15 per cent reported switching from both cigarettes and vapes.
The findings suggest nicotine pouches are increasingly attracting adult consumers seeking alternatives to inhaled nicotine products, particularly following recent regulatory changes affecting the vaping category.
According to the report, 95 per cent of respondents said they felt better after switching away from cigarettes, while more than three-quarters (76 per cent) said they had recommended nicotine pouches to others looking to move away from smoking.
The study also highlighted the versatility of nicotine pouches, with consumers reporting use across a variety of settings. The most common locations were at home (85 per cent), at work (79 per cent), while socialising (69 per cent), commuting (60 per cent) and on holiday (58 per cent).
Dr Marina Murphy, senior director of scientific affairs at Haypp, said the market was undergoing a significant shift as consumers looked for alternatives to both cigarettes and vaping products.
“For many adult nicotine users, nicotine pouches are replacing products that involve inhalation, whether that's cigarettes or vapes,” Murphy said.
“Britain is undergoing a significant transition following the implementation of the disposable vapes ban last year and the Tobacco and Vapes Act this year. The changing dynamics of the market means more people are seeking out alternatives to vapes, and pouches are becoming the preferred option for many.”
Murphy pointed to Sweden, where oral nicotine products have long been popular, as an example of how nicotine pouches could contribute to smoking reduction efforts.
“Nicotine pouches originated in Sweden and build on that country's long tradition of oral smokeless nicotine. This tradition is frequently cited as one of the factors behind Sweden's low rates of smoking and lung cancer, and why Sweden last month achieved smoke-free status, with less than 5% of the population smoking regularly,” she said.
“Nicotine pouches have the potential to play a similar role in enabling the UK to move closer to its smoke-free goals.”
The report is based on a survey of 2,082 UK nicotine pouch customers from the Haypp and Northerner websites conducted between December 2025 and January 2026. The findings were supplemented by purchasing data from more than 50,000 UK customers during 2025.