UK Experts Raise Concerns Over High-Dose Nicotine Pouches Amid Rising Sales

Key Points

• Sales of nicotine pouches in the UK reached 92 million units in 2022 and grew 55% in 2023.
• Research shows teens can easily access these products and report sickness and fainting after use.
• Nicotine content can reach up to 97.5mg per pouch, far higher than traditional nicotine replacement products.
• Experts say packaging and marketing trends are attracting younger users.
• The UK government has proposed banning sales to under-18s and limiting nicotine levels and flavours.

2Firsts, November 13, 2025 — According to The Guardian, health experts in the UK are increasingly concerned about the potential health effects of high-dose nicotine pouches as their sales continue to climb. Studies suggest that teenagers report nicotine rushes, sickness and fainting after using the products, while packaging and marketing appear to target younger audiences.

Nicotine pouches are widely visible in UK shops, displayed in colourful tins near chewing gum with flavours such as “frosty berry,” “lime storm,” and “Tomorrowland.” Marketed as “tobacco-free,” they nevertheless deliver substantial doses of nicotine.

The pouches differ from snus and vapes. Each sachet contains purified nicotine powder, cellulose fillers, flavourings and sweeteners, and is placed under the upper lip for absorption through the oral lining.

Since entering the UK market in 2019, nicotine pouches have rapidly expanded. Sales reached 92 million units in 2022 and rose 55% in 2023. Experts say this surge is partly due to revamped packaging that appeals to both adult smokers and younger groups. Prof Leonie Brose of King’s College London noted that the products have become more colourful and eye-catching in recent years.

Research shows adult experimentation with nicotine pouches doubled to 5.4% between 2020 and 2024, with 1% reporting regular use. Youth use appears similar and may be rising.

A study published this week in Addiction found that teenagers aged 14 to 16 in Scottish schools were familiar with nicotine pouches, describing them as easy to access and discreet. Pupils reported nicotine rushes, sickness and fainting, while teachers were largely unaware of their use.

US research shows similar trends. A review led by Dr Nargiz Travis at Georgetown University found that 35–42% of adolescents and young adults were aware of nicotine pouches, and 9–21% of non-tobacco users said they would consider trying them.

Health concerns focus on nicotine and the added flavourings. Nicotine is addictive and stimulates dopamine release in the brain’s reward pathways. Prof Barbara Sahakian of the University of Cambridge noted that high-dose products, especially those with high freebase nicotine levels, deliver nicotine more rapidly than cigarettes.

Nicotine pouch strengths range from 1.8mg to 97.5mg, far exceeding nicotine gum. Travis said high freebase nicotine levels allow faster absorption.

Concerns also relate to the possibility that users may transition to more harmful nicotine products. Young people may be particularly vulnerable due to ongoing brain development and increased nicotine receptor density during adolescence.

Users report gum irritation and stomach upset. Nicotine also increases heart rate and constricts blood vessels, posing risks for people with heart conditions.

Laboratory studies show pouch extracts may trigger stronger toxic and inflammatory cellular responses than pure nicotine, with flavourings suspected as the cause.

Despite risks, many experts maintain that nicotine pouches are significantly less harmful than cigarettes and could help some smokers quit. However, evidence for cessation effectiveness is limited, according to a Cochrane review led by Prof Jamie Hartmann-Boyce of the University of Massachusetts Amherst.

The UK government this week proposed banning sales of nicotine pouches to under-18s, capping nicotine levels and limiting flavours. Experts welcomed the move but said flavour regulation is complex, pointing to lingering menthol perception despite flavour bans.

Standardised packaging and neutral flavour naming may help deter youth without reducing adult interest, according to research by Dr Eve Taylor of King’s College London.

Researchers say the challenge is ensuring the product remains accessible to smokers who could benefit while preventing it from appealing to youth. Although pastel tins may seem harmless, they are engineered to deliver a highly addictive drug, raising concerns about a new generation of users.

Image source: The Guardian