The United Kingdom’s ambitious Smokefree 2030 initiative faces significant challenges with the rise of youth vaping and the environmental concerns linked to disposable e-cigarettes. In response, the government has legislated a ban on disposable vapes in 2025 and has recently announced a £2.20 tax per 10ml of e-cigarette liquid set for 2026, as confirmed by new Chancellor Rachel Reeves.
These regulatory changes are making a significant shift in nicotine consumption inevitable. With stricter laws on disposable vaping products on the horizon, new products like nicotine pouches are emerging. Offering a more sustainable and discreet way to consume nicotine they may align well with the new regulations and environmental goals.
So what went wrong with vaping, and could nicotine pouches be the next big thing?
What Happened to Vaping In the UK?
Vaping, once heralded as a revolutionary tool to help smokers quit, is now under intense scrutiny in the UK. Health officials and lawmakers are increasingly alarmed by the surge in vaping among teenagers. According to a 2022 survey by Action on Smoking and Health (ASH), the number of 11 to 18-year-olds who vape has risen sharply, prompting calls for immediate action to prevent a new generation from developing nicotine addictions.
Environmentally, the proliferation of disposable vapes poses a significant challenge. These single-use devices contribute to electronic waste, with millions ending in landfills yearly. According to a study conducted by scientists from University College London, more than 10,000 kilograms of lithium end up in landfills annually due to disposable vapes. This combination of health and environmental concerns has set the stage for the government to consider stringent measures, including bans on certain vaping products.
Prior to his resignation, former Prime Minister Rishi Sunak expressed concern over the situation, emphasising that “we must act” to protect young people from harmful substances. Since then, an official ban has been announced for single-use vapes, expected to come into force on 1 June 2025.
Enter Nicotine Pouches: A Discreet Alternative
Amid this climate of uncertainty for vapers, nicotine pouches have emerged as a compelling alternative. These small, white pouches are placed between the gum and upper lip, releasing nicotine over time without inhalation. Completely tobacco-free, they offer a smokeless and vapour-free experience, appearing to appeal to both current smokers and vapers seeking a different option.
Nicotine pouches are already popular in parts of Scandinavia, where they've been used for years as a smoking cessation aid. In the UK, brands like ZYN, Velo, and Nordic Spirit have gained traction, expanding their product lines to meet growing consumer interest. Leading online retailer Prime Nicotine Pouches recently reported a staggering 289% increase in sales for June 2024 compared to the previous month. The company revealed mint and berry flavours as top sellers amongst their extensive range of tobacco-free snus products, highlighting the similarity in flavour crossover between nic pouches and vapes.
Currently, nicotine pouches are legal and relatively unregulated in the UK, falling outside the strict controls placed on tobacco and vaping products. This regulatory gap has sparked debate about the need for oversight to prevent potential misuse and protect public health.
The government's stance on nicotine pouches remains to be fully articulated. Some lawmakers advocate for proactive regulation to prevent the issues seen with vaping, such as youth uptake and aggressive marketing tactics. Others argue that over-regulation could stifle a potentially effective smoking cessation tool.
Nicotine Market Dynamics: Businesses Adapt to Changing Habits
The newly announced 2025 disposable vape ban has sent ripples through the nicotine products industry. Retailers are preparing for shifts in consumer demand, with many expanding their nicotine pouch offerings. Convenience stores and online retailers report increased sales, suggesting a growing acceptance of these products.
Manufacturers are also innovating, introducing a variety of flavours and nicotine strengths to cater to diverse preferences. However, this raises questions about flavourings that might appeal to younger demographics - a concern that echoes the issues faced in the vaping industry.
For many adult smokers and vapers, the prospect of a vape ban is unsettling. Sarah Thompson, a 35-year-old former smoker from Manchester, credits vaping with helping her quit cigarettes. "The thought of losing access to vaping products is worrying," she admits. "I've started exploring nicotine pouches as an alternative."
Users like Sarah appreciate the discretion and convenience of pouches. There's no need for devices or chargers, and they can be used unobtrusively in places where smoking and vaping are prohibited.
Nicotine Products: International Comparisons
Looking beyond the UK, countries like the United States and Australia have taken varied approaches to nicotine products. The U.S. Food and Drug Administration has been active in regulating vaping products. The Centers for Disease Control and Prevention recently confirmed that “The U.S. Food and Drug Administration (FDA) has not approved nicotine pouches as a smoking cessation aid.”
In Sweden, the long-standing use of snus—a moist tobacco pouch—has been associated with lower smoking rates and has informed harm reduction strategies. While snus contains tobacco, the Swedish experience suggests that oral nicotine products can play a role in decreasing smoking prevalence.
A Potential Pivot Point for Nicotine in Public Health
As the UK stands on the cusp of significant policy decisions regarding nicotine products, the emergence of nicotine pouches presents both an opportunity and a challenge. Policymakers must consider a multitude of factors: protecting youth, reducing smoking rates, encouraging harm reduction, and managing environmental concerns.
Public consultation and evidence-based policymaking will be crucial. There's a need for clear communication about the relative risks of different nicotine products and for regulations that balance accessibility for adults with protections for young people.
Nicotine pouches may indeed become the UK's answer to the impending vape restrictions, offering a viable alternative for those seeking to reduce or cease smoking and vaping. However, their role is not yet fully defined, and much will depend on regulatory responses and public acceptance.
In the evolving landscape of nicotine consumption, one thing is clear: there are no simple solutions. The UK must navigate this complex terrain with care, aiming to protect public health while respecting individual choices. Whether nicotine pouches will continue to boom remains to be seen, but they undeniably add a new dimension to the ongoing conversation about smoking, vaping, and alternative nicotine consumption.
This article was written in cooperation with George Muharib