British American Tobacco France Survey: Nearly 70% Back Nicotine Pouch Sales

Key Points:

1.A commissioned survey by British American Tobacco France revealed that nicotine pouches have low awareness in France, with about 40% of users stating they do not know the product and one-third unable to assess its health risks. 

2.86% of users support banning the sale of nicotine pouches to minors, while 68% support legal sales to adults.

3.Concerns about underage consumption are widespread, with most participants expressing a desire for stronger enforcement and penalties, especially fines for non-compliant retailers. 

According to a report by Harris-interactive on April 24, Toluna Harris Interactive conducted an online survey from March 20 to 24, 2025, of 1,096 French adults (aged 25 and older) who use nicotine products at least once a week, on behalf of British American Tobacco France (BAT France), to evaluate their awareness and opinions on tobacco alternatives, particularly nicotine pouches. The sample was selected from a representative group of 3,147 individuals, with quotas and weighting based on gender, age, socio-professional category, geographical region, and population size.

Nicotine pouch cognition is limited, with consumers holding differing views on it

Despite e-cigarettes, traditional tobacco, and nicotine replacement products sold in pharmacies (such as gum and patches) having a better recognition and image among nicotine consumers (the latter has a positive recognition rate of 55%), the awareness of nicotine pouches is significantly lower. 39% of consumers say they "don't know enough" about them, with this figure rising to 62% among those aged 65 and older. In the 25 to 34 age group, the proportion is 25%.

Among consumers who are familiar with the product, opinions are divided into two camps: some people believe that nicotine pouches are an effective alternative for quitting smoking or reducing harm; while others have reservations due to concerns about nicotine itself and the lack of long-term research data.

In comparison to traditional cigarettes, 24% of respondents believe that nicotine pouches are "less harmful," 30% believe they are "about the same," and 33% are unable to make a judgement on the health risks.

Regulatory enforcement issues become a focal point of attention

Regarding nicotine pouch products that are currently not regulated, 66% of respondents believe they should be prohibited from being sold to minors. At the same time, 50% of respondents believe that existing regulations are "sufficient in themselves," but are not effectively enforced.

55% of consumers are calling for stronger regulatory enforcement, particularly against businesses engaged in illegal sales. The current fine of 135 euros is considered too lenient by 46% of respondents, with half believing that fines should exceed 1000 euros to increase deterrent effect.

Furthermore, the restriction on flavored products (such as fruit or mint flavors) has not gained widespread support, with the majority of people holding a negative attitude towards it.

Nicotine pouches should be restricted to the adult market, with consumers supporting the introduction of a licensing system

In terms of allowing sales, 68% of respondents believe that nicotine pouches should be allowed to be sold to adults, while 86% believe that sales to minors should be prohibited.

In order to prevent minors from accessing it, 79% of participants support the establishment of a dedicated sales permit, similar to the current alcohol sales system.

Furthermore, 75% of respondents support increasing penalties for businesses that sell nicotine products to minors or adults who purchase them on their behalf. In comparison, only 57% support raising taxes on these products, and 49% support implementing plain packaging.