Gen Z behind jump in use of oral nicotine pouches across Great Britain | Medical research

More than 500,000 people in Britain now use nicotine sachets, with a significant increase in consumption driven by members of Generation Z, research has revealed.

Nicotine pouches are placed between the lip and gum to slowly release nicotine and are available in a wide variety of different flavors. Health experts say the products, banned in Germany and the Netherlands, should not be used by anyone who does not already smoke.

The percentage of people aged 16 and over using them in England, Scotland and Wales increased from 0.1% in 2020 to 1% in 2025, equivalent to around 522,000 people. The largest increase in consumption was recorded among young people, according to figures published in the medical journal Lancet Public Health.

Experts said the dramatic rise in the use of nicotine sachets was likely linked to “aggressive” marketing and advertising on social media, billboards and public transport hubs in the UK.

UCL researchers examined data from the Smoking Toolkit study, including figures from almost 130,000 people aged 16 and over.

Figures reveal that the prevalence of nicotine pouch use has increased significantly in recent years, particularly among members of Generation Z. In 2022, 0.7% of 16 to 24 year olds were using these products. This figure increased to 4% in 2025.

But there was “no significant change” in people aged 35 and over during this period, according to the research funded by Cancer Research UK.

Researchers said consumption was higher among men, particularly those aged 16 to 24, and among people who smoked or vaped. More than two-thirds of those who used the sachets also used other nicotine products.

However, 16% of users had never smoked regularly.

Researchers also found that a growing proportion of smokers were using sachets in their last attempt to kick the habit – from 2.6% in 2020 to 6.5% in 2025.

Writing in the Lancet Public Health, researchers said: “The use of nicotine pouches has increased in Britain, mainly due to a large increase among young people, particularly young men.

“Most users also smoked or vaped, and a growing proportion of smokers were using sachets to try to quit smoking. These findings highlight the importance of implementing age of sale legislation for nicotine sachets and conducting research into their effectiveness for quitting smoking.”

Lead author Dr Harry Tattan-Birch, from UCL’s Institute of Epidemiology and Healthcare, said: “The increase in use of nicotine sachets has been driven almost exclusively by young people, particularly young men, while use among adults over 35 has remained stable and low.

“This could be partly due to aggressive advertising targeting this group on social media, on billboards, in bars and train stations, as well as sponsorship of motorsport and music festivals.

“Pochettes pose a significantly lower health risk than cigarettes and are likely less harmful than e-cigarettes. However, they are not harmless and can currently be sold to children without any marketing restrictions or caps on nicotine content.”

The findings highlighted the urgency of the Tobacco and Vapes Bill, he said, which would end the sale of such products to under-18s, restrict advertising and give power to regulate flavors, packaging and nicotine content.

“Proportionate measures are important to limit the use of adolescents,” he said.

Caroline Cerny, deputy chief executive of Ash, said the growing use of nicotine sachets was driven by “heavy and indiscriminate” marketing of the products.

“Over the past year, advertisements have been displayed on buses, trains and social media with giveaways at events popular with young people, such as music festivals and shopping malls,” she said.

“While they are likely less harmful than cigarettes, they should not be used by children or people who do not already smoke, due to the addictive nature of nicotine.”