Young people’s views of nicotine pouches in the UK

About the study

Nicotine pouches entered the UK market in 2019. Although research has shown that young people’s prevalence of use has been low, it has been reported to be increasing and a cause for concern. ‘I’d rather have worse gums than worse lungs’: young people’s views of nicotine pouches in the UK reports the findings of the first qualitative study in the UK to explore the views of 14-16 year olds’ knowledge, awareness of, access to and use of nicotine pouches, augmented by the views of school staff, as part of a wider study investigating the marketing and use of new nicotine products (NNPs) in Scotland (NIPS Study).

Findings

Pupils were knowledgeable about nicotine pouches, thought that they were easy to access and experimental use was commonplace. More regular use was reported, particularly among boys. This was in stark contrast to the views of the staff, who were largely unaware of pouches and perceived that pupils were not using them. The Tobacco and Vapes Bill aims to restrict the sale of nicotine pouches to individuals under the age of 18 years in the UK and restrict the way they are marketed, displayed, and packaged. It is likely that strict enforcement in tandem with further regulation on price, flavours and strength of the products will be necessary to protect young people in the future.

• Young people had high awareness and knowledge of nicotine pouches, and experimental use and adverse effects were common.
• More established use was reported among older boys, who were able to use these products discreetly in schools.
• School staff were aware of pupils vaping, but were largely unaware of pouch use.
• Young people liked that nicotine pouches could be used discreetly as well as experiencing a ‘nicotine rush’.
• However, pupils reported adverse effects from the use of pouches, from pain in the gums to more serious episodes of sickness and fainting.

Methodology

This qualitative study involved 16 focus groups, and in person and telephone interviews (nine individual and two paired) with school staff in four schools in Scotland. The research team from the Scottish Centre for Social Research conducted focus groups with seventy-seven S3 (14-15 years) and S4 (15-16 years) pupils who vaped or were at-risk of vaping and interviews with thirteen senior teaching or pastoral care/guidance school staff between February and March 2025. The focus groups with pupils and interviews with staff explored perceptions and use of nicotine pouches, and other NNPs. The qualitative data underwent thematic analysis.