Nicotine Pouches Popular Among Former Smokers, Study Finds

Researchers analysed data from more than 110,000 U.S. adults and discovered that, while overall use of nicotine pouches is still relatively rare, former tobacco users are more likely than others to try them.

The study also noted that uptake was highest among recent quitters, suggesting that pouches may serve as a substitute product for those who want to continue using nicotine without returning to smoking or vaping.  Similar trends have been reported in the UK. According to the Haypp Nicotine Pouch Report 2025, a majority of UK pouch users (57%) said they turned to pouches specifically to quit smoking, while a further 27% used them to move away from other nicotine products such as vapes.

“It is notable that in the Rutgers study, nicotine pouch use is less common in those who stopped smoking before 2019,” according to Dr Marina Murphy, Sr Director of Scientific Affairs at Haypp Group. “Their growing popularity among more recent ex-smokers suggests that smokers may have come to view them as less harmful than products that involve inhalation.” Haypp’s consumer data backs up this perception, with 95% of UK smokers who switched to pouches reporting that they feel better since making the change.

Nicotine pouches are small smokeless packets placed under the lip sold that contain nicotine but no tobacco leaf. By examining demographic and behavioural patterns, the Rutgers researchers provided one of the most detailed profiles of nicotine pouch use in the United States to date. The findings highlight how emerging nicotine products are being adopted within the broader landscape of tobacco and nicotine consumption in the United States.

The US is by far the largest market for nicotine pouches globally, accounting for approximately 65.5% of the market by volume. But combustible cigarettes remain the most widely used nicotine product. Meanwhile, in the UK the Haypp report found the market almost doubled in 2024 (up 95% year-on-year), a growth driven by rising consumer awareness, new product launches, and regulatory shifts such as the ban on disposable vapes.

Although overall prevalence remains low, the concentration of use among former smokers and vapers marks an important trend. The researchers emphasise that this pattern reflects how adults are incorporating newer nicotine products into their routines, particularly after moving away from combustible or vaporized tobacco.