Smokers searching for an alternative to cigarettes now have a new contender: nicotine pouches. These small, tobacco-free sachets promise a discreet nicotine hit without the smoke, but their rapid rise prompts urgent questions about safety, effectiveness, and regulation.
The Rise of a New Nicotine Product
First appearing on UK shelves in 2019, brands like ZYN, Velo, and Nordic Spirit have become increasingly visible. Marketed heavily on social media as a "clean" and convenient option, they are sold in supermarkets for as little as £5 a box, far outside the strict rules governing traditional quit-smoking aids.
Unlike approved Nicotine Replacement Therapy (NRT) products such as Nicorette or Niquitin, which are regulated as medicines, nicotine pouches fall into a consumer product loophole. They contain no tobacco, escaping tobacco regulations, and are not classified as NRT, so they avoid medicinal oversight by the Medicines and Healthcare products Regulatory Agency (MHRA). This currently means there is no legal age restriction for their purchase.
Who is Using Them and What Are the Risks?
Recent data shows around 1% of adults and 1.2% of youths aged 11-18 are current users, with higher figures for past use. While low, the trend is upward, raising concerns about appeal to younger, non-smoking demographics attracted by flavours like cinnamon and citrus.
Pharmacologically, nicotine acts on the brain's reward system, releasing dopamine. The speed of delivery influences addiction potential. Research indicates nicotine from pouches is released more slowly than from cigarettes, potentially making them less addictive. However, pouch nicotine content varies wildly, with some containing higher levels than cigarettes.
Although touted as "clean," pouches contain additives like pH adjusters (e.g., sodium carbonate) to enhance nicotine absorption. Common side effects include nausea, headaches, and heart palpitations. Nicotine itself raises heart rate and blood pressure. Dentists report oral side effects such as gum soreness, blistering, and recession where the pouch is placed.
Critically, animal studies suggest nicotine use during adolescence can cause long-term changes in brain development, linked to attention deficits, mood issues, and higher susceptibility to other drug use.
A Regulatory Shift and the Quitting Question
The regulatory landscape is set to change. The new Tobacco and Vapes Bill will empower the government to restrict sales to over-18s, ban advertising, and regulate content and branding. This follows bans already implemented in Belgium and the Netherlands.
For smokers seeking to quit, this presents a dilemma. While pouches are marketed as an alternative, they are not approved cessation tools. Dipa Kamdar, a senior lecturer in pharmacy practice at Kingston University, advises that regulated NRT products, despite less appealing flavours, remain the wiser, evidence-based choice for a structured quitting attempt, typically used over a three-month course.
The bottom line is mixed. While nicotine pouches may offer a less harmful alternative for current smokers compared to cigarettes, their unregulated status, marketing appeal to youth, and unknown long-term health effects warrant caution. For those aiming to break free from nicotine entirely, established, medically-approved routes are still the recommended path.
