Key Points
- Haypp’s UK Nicotine Report 2026 combines a survey of 2,082 consumers with purchasing data from more than 50,000 UK customers.
- UK nicotine pouch sales across Haypp and Northerner increased 60% in 2025.
- Purchases by women rose 202%, compared with 25% among men, lifting women’s share of consumers from 22% to 40%.
- The report points to discretion, perceived health benefits and more gender-neutral positioning as possible factors supporting broader consumer adoption.
- The findings suggest future growth in the UK’s nicotine pouch market is increasingly being driven by a broader adult consumer base.
2Firsts
July 1, 2026
The UK’s nicotine pouch market continues to expand rapidly, but the source of that growth is also beginning to change.
Haypp’s UK Nicotine Report 2026 shows that nicotine pouch sales across Haypp and Northerner increased 60% year over year in 2025. Among the report’s most notable findings, purchases by women surged 202%, far outpacing the 25% increase among men. Women now account for 40% of consumers, up from 22% a year earlier, narrowing what has historically been a male-dominated consumer profile.
Women Emerge as a Key Growth Driver
According to Haypp’s sales data, purchases by women more than tripled in 2025, while growth among men remained comparatively modest.
As a result, women’s share of nicotine pouch consumers rose from 22% to 40%, while men’s share declined from 78% to 60%. Although part of the increase reflects a lower starting base, the report suggests the change also coincides with a broader expansion of the consumer base as the category matures.
For the UK nicotine pouch market, this indicates that new demand is increasingly coming from a wider range of adult consumers rather than relying primarily on traditional user groups.
Product Characteristics May Be Broadening Consumer Appeal
Haypp suggests several product characteristics may be contributing to the growing participation of women.
Among respondents, 64% said nicotine pouches feel healthier, 64% cited discretion, and 52% valued that the products do not affect people nearby. Compared with price, convenience, discretion and reduced social impact ranked among the most important reasons consumers choose nicotine pouches.
The report also notes that greater social acceptance, more gender-neutral product positioning and a broader range of flavors may together be helping attract a wider consumer audience.
Growth Drivers Are Beginning to Shift
Beyond the headline sales growth, the report suggests the composition of market growth is evolving.
Rather than relying mainly on existing consumer groups, the UK’s nicotine pouch market is increasingly drawing demand from new adult users, with women representing one of the fastest-growing segments.
For manufacturers and brands, this may signal that future competition will extend beyond nicotine strength and pricing toward product experience, everyday usage scenarios and broader consumer appeal.
Haypp does not attribute the shift to any single factor, however. Whether the rapid increase in female participation becomes a lasting trend, and whether similar patterns emerge in other markets, will require further observation as the category continues to develop.
Follow 2Firsts for ongoing coverage of emerging consumer trends, product innovation and market developments across the global nicotine industry.
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