Nicotine Pouches

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As the dangers of conventional products have become better understood, and tobacco control measures have been put in place, the cigarette market – from which tobacco companies make most of their profits – has started to shrink. To secure the industry’s longer-term future, transnational tobacco companies (TTCs) have invested in, developed, and marketed various newer nicotine and tobacco products, including in low and middle-income countries (LMICs).123

Since the early 2000s all  ‘big four’ TTCs have developed interests in e-cigarettes (also known as electronic delivery systems, or ENDS), heated tobacco products (HTPs), snus and nicotine pouches. Companies have referred to these types of products as ‘next generation products’ (NGPs) and they have promoted them as part of their harm reduction strategies.

What Are Nicotine Pouches?

Nicotine pouches are similar to tobacco snus pouches – which is sometimes called ‘Swedish style’ snus. They are made to be placed between the lip and gum, and do not require spitting.4 Manufacturers state they are not intended to be swallowed and require safe disposal.56 Nicotine pouches do not contain tobacco leaf but a form of dehydrated nicotine that does not need to be kept cold.4 Pouch ingredients generally also include plant fibres, flavourings and sweeteners.7 Nicotine is absorbed into the bloodstream via mucous membranes in the mouth.47 Similar oral pouches with contents other than nicotine have been available in Sweden for many years, and are regulated as food products.7

TTCs market these products in countries where there is an existing snus market and also in countries where snus is banned.48

Researchers have cautioned that nicotine pouches, in particular, may appeal to youth and non-smokers, as they are often sold in a variety of fruit flavours, in attractive packaging, and can be used discreetly – more so than e-cigarettes.489   Another concern is that they can contain high levels of nicotine unless limits are regulated and enforced.9

“Tobacco Free”

Some nicotine pouches contain nicotine extracted from tobacco leaf and some nicotine pouches use nicotine manufactured from petrochemicals known as “synthetic nicotine.”1011  In 2022, the UK independent scientific Committee on Toxicity (COT) warned:

“the description ‘tobacco-free’ may be misleading as the nicotine may be derived from tobacco, which raises concerns regarding carry over of toxicologically relevant contaminants (e.g., metals and nitrosamines).”12

Synthetic nicotine can also contain harmful impurities including some of those found in tobacco derived nicotine – likely to be byproducts from processing. 13

  • British American Tobacco (BAT) describes its Velo pouches as “tobacco free”, but also states that the nicotine was derived from tobacco.1415 However, in October 2024, after it acquired US company Beni and its synthetic products,16 BAT also began selling Velo Plus synthetic nicotine pouches in the US.171819
  • Philip Morris International (PMI), whose main nicotine pouch product is Zyn, states that its “smoke-free products use nicotine derived from tobacco, not synthetic nicotine”.20
  • Japan Tobacco International (JTI) describes its Nordic Spirit pouches as “tobacco free” and “zero tobacco” but states that the nicotine is extracted from tobacco plants.6
  • Imperial Brands‘ UK Zone website describes its nicotine pouches as “tobacco free” but that the nicotine is “extracted from tobacco leaves.21 The Imperial Brands Science website describes its nicotine as “naturally occurring” and “organically produced in the roots and stored in the leaf” of the tobacco plant.22 However the US Zone website states that pouches sold there contain synthetic nicotine.23

More details on each company’s products can be found below.

Some countries, including the US in 2022 and South Korea in 2026, have ruled that any nicotine product, including synthetic nicotine, should be regulated in line with tobacco products.2425 Such legislation is intended to end industry use of synthetic nicotine as a way to circumvent restrictions that only apply to tobacco and tobacco-derived products.26

The Global Market

Since 2019 the nicotine pouch market has seen significant growth. In 2024, Euromonitor International valued the global market at over US$10 billion and projected it to reach US$15 billion by 2027,27 and US$25 billion a year later.28 TTCs held two thirds of the global nicotine pouch market in 2024, according to Euromonitor International (figure 1).29 PMI was the last to add Nicotine Pouches to its portfolio through its purchase of Swedish Match in 2022, when it became the market leader.

Graphs showing company and brand shares of the global nicotine market

Figure 1: Nicotine pouch market company (pie chart) and brand (bar chart) shares, $US, 2024. (Source: Euromonitor International)

By 2024, PMI’s share of the rapidly growing global market had increased to just over 40% and BAT had also increased its share to nearly one quarter. Altria held around 14%, and Swisher (a US-only tobacco company which also sells cigars, snus and snuff, and other nicotine products) 3%.2930 The market shares of other companies, including JTI and Imperial Brands, remained negligible.

In 2025, Euromonitor analysts noted continued rapid expansion of the market, mainly in the US where nicotine pouch sales increased by over 1,300%.31  Euromonitor attributed this sudden global growth to factors like consumer demand and format convenience.32

Cigarette Companies Investing in Nicotine Pouches

See figure 2 below for the main snus and nicotine pouch brands.

An image of snus and nicotine pouch brands manufactured by transnational tobacco companies

Figure 2: Images of snus and nicotine pouch brands owned by the largest tobacco companies, as of 2026.(Source: TCRG. Product images from company websites)

The interests of the four main TTCs –BAT, PMI, JTI, and Imperial Brands, are summarised below, as well as those of US-based Altria which also sell nicotine pouches outside the US. 2024 Nielsen data from US convenience stores, indicates that PMI’s Zyn held two thirds of the US market, and Altria’s on! almost a quarter.33

All four of the main TTCs have conducted their own research on nicotine pouches and published this on dedicated websites.3435363738

Philip Morris International

At the beginning of 2021, PMI did not have a nicotine pouch product on the market. However, in a presentation to investors in February that year, the company noted the “attractive economics” of this small, but growing, product category.39 CEO Andre Calantzopoulos said PMI was planning to develop a product through a “combination of partnerships and internal development”.40

Key developments

2021: In May, PMI announced the acquisition of Danish snus manufacturer AG Snus, manufacturer of Shiro nicotine pouches.4142 In July, it announced the acquisition of Fertin Pharma, a company specialising in nicotine replacement therapy (NRT) type products.43 At this time, PMI also referred to its gums and nicotine pouches as “modern oral” products.43

2022: Acquired Swedish Match,44 which specialises in snus and nicotine pouches, cigars and matches, but does not sell cigarettes.45 Its nicotine pouch Zyn has been sold mainly in Sweden and some other European countries, as well as the US (since 2015).46 It also sells Volt Pearls nicotine pouches in Denmark, Iceland and Sweden.47 PMI stated that the Zyn trademark had an “indefinite life due to the fast growth and the leading position of the brand in the market”.47

2023: Describes both its nicotine pouches and snus as “oral smokeless products”.48 Reports the “outstanding growth of ZYN” in the US, and its launch or relaunch in 10 other markets.49

2024: Reports that Zyn is on sale in 37 markets, the leading market still being the US.50 Other sources also suggested sales of Zyn had increased rapidly in the US and elsewhere.28 Closed down the e-commerce site zyn.com, and ended direct sales to US online retailers, focusing on “brick-and-mortar” shops.50

2025: Reports that Zyn is on sale in 56 markets, refers to its “best-in-class gross [profit] margins”, and that the pouch category “remains nascent [showing potential] in most geographies”.51 In January, the US FDA authorised PMTAs for 20 Zyn products (10 flavours in 3mg and 6mg strengths).5152 Less than 6 months later, PMI submitted applications to market these as Modified Risk Tobacco Products.53

2026: Tells investors there is “significant growth potential” and expects to ship around a billion Zyn pouches in Europe in 2026 – 750 million cans (containers) in the US, and 580 million in other markets (figures rounded).Typically there are 15 pouches per can/container in the US, and 20 elsewhere 54 It also flags its global partnership with the Scuderia Ferrari HP formula 1 team.54 See Motorsport Sponsorship for more on this topic.

British American Tobacco

In 2019, BAT began marketing nicotine pouches as Lyft in the UK and Velo in the US.555657 See BAT: Promotion of Nicotine Pouches in LMICs for details.

BAT distinguished its Epok, Lyft and Velo nicotine pouches from snus and allocated them to a new category – “modern oral products” – which “contain nicotine but no tobacco”.55

Later that year it announced that it would consolidate its NGPs under fewer brand names, and all its “modern oral” products would be sold as Velo.58 However, BAT also markets nicotine pouches as Nicotine Replacement Therapy (NRT) in some countries under its Niconovum brand Zonnic (see below for more details).59

Key developments

2020: Acquired US-based nicotine pouch company Dryft Sciences, via its subsidiary Reynolds American Inc. (RAI), giving BAT around 10% of the US market.60

2022: Reported that it had sold 4 billion pouches worldwide, and held 69% of the market in Europe, although sales in the US had declined.6162

2023: Said that Velo was available in 34 countries, leading the market outside of the US – including “strong growth in Pakistan and Kenya” – stating that “with comparatively lower excise rates … Modern Oral generally has higher margins than Traditional Oral”. Its factory in Pécs, Hungary would “implement food industry standards”, with a new production facility in Trieste, Italy (for pouches and HTPs).63

2024: Selling in 44 markets, with “increasing average daily consumption in both established and expansion markets”,16 and “plentiful” opportunities ahead.64 Acquired another US company, Beni Oral Nicotine LLC, giving it rights to “a portfolio tobacco-free oral use synthetic nicotine pouches”.16 Launched Grizzly Modern Oral in the US.64

2025: Launched Velo Shift in a hexagonal can and a “new innovative pouch shape”.6566 Selling in 49 markets, and stated that opportunities for expansion are “vast – including in emerging markets”.65

2026: Tells investors that pouches remain “highly profitable”.67 Expects industry revenue from nicotine pouches to nearly triple by 2030, with “Velo to outpace this” driven by “rising incidence, increased average daily consumption (which varies by “market maturity”), and attractive adult consumer demographics”.67 States that half of consumers are aged under 30, but only refers specifically to levels of youth use in the US (see Concerns around youth use below).67

Japan Tobacco International

JTI sells its Nordic Spirit brand of nicotine pouches, mainly in Europe,6869 although it is exploring other markets. It also refers to its nicotine pouches as “modern oral” products.

Key developments

2020: Stated that its nicotine pouch was sold in nine countries, and that it held 70% of the UK market.70

2021: Said that it “prioritized Sweden, Switzerland and the UK”.71

2022: Announced it had test-launched Nordic Spirit in the Philippines and was planning to launch a new “formula” in the UK.72

2023: Described oral products as “exploratory opportunities”.73 Launched new strong and extra strong spearmint flavoured pouches in the UK, to meet the “demand for stronger variants”.7475

2025: JT states that HTPs are the largest driver for growth, and therefore its business priority. E-cigarettes and “modern oral” remain “exploratory”.7677

2026: Launches Nordic Spirit in Japan. Differentiates dry and moist pouches with different nicotine release speeds, in the UK.  States its factory in Sweden would soon produce pouches for UK, Canada, France and the Philippines.78

Imperial Brands

In May 2018, Imperial announced that it had launched a version of its snus brand Skruf without tobacco, called Skruf Super White, intended for sale in Sweden and Norway.79 This product was rebranded as ZoneX in 2019, initially for the UK market (although direct sale in the UK was later discontinued).80818283 It continued to sell Skruf nicotine pouches in some markets.84

In 2020, Imperial published an article on its science website exploring “The Tobacco-Free Nicotine Pouch Opportunity”.85 Its website described ZoneX users as:

“young adult nicotine users, typically 25+, urban and open-minded. They’re making lifestyle changes and favour a discreet way to enjoy nicotine.”86

Key developments

2021: ZoneX first launched in Sweden and Austria.87 Announced it had launched a “cutting edge bamboo fibre based product”.88

2022: Launched ZoneX in Norway, Denmark and Estonia.87

2023: ZoneX on sale in Iceland, and duty-free in the Middle East, but main focus is Nordic countries.848687 Acquired several nicotine pouch brands, made by Canadian company TJP Labs, to market in the US.8489

2024: Relaunches its “modern oral” product as Zone in the US and some European markets.90

2025: Markets Zone in the UK and Sweden manufactured in European factories,91 with “an updated pouch design to meet evolving consumer preferences”.92 In the US it said it has “prioritised investment in Zone, given the weak enforcement of the illicit vapour market”.92  Zone for the USA market is manufactured in Canada.23

2026: Says Zone is different from other pouch brands as it has “soft pouch material”. 93 Co-sponsored NASCAR Kansas race with Nicokick.com, launching a new pouch introducing car branding, and a flavour mix associated with a driver.94

Altria

In 2019, Altria announced that it was acquiring an 80% share in oral nicotine pouch on! from Swiss tobacco company Burger Sohne.9596 It set up a new subsidiary, Helix Innovations, through which it would manufacture and market the product.9596

Altria stated that, as on! was already on sale across the US before August 2016, it did not require pre-market authorisation from the US Food and Drug Administration (FDA).95 However, by mid-2020 it had submitted 35 Pre-Market Tobacco Product Applications (PMTA) for on!, it was sold in 40,000 US stores, and Helix was increasing manufacturing capacity.9798 It told investors that on! was “attracting female tobacco consumers due to its spitless, white and compact format”.99

Key developments

2021: Acquired the remaining 20% of on!100

2022: Stated that although most of its oral products are sold in the US, Helix operates internationally and it held over 20% of the UK nicotine pouch market.101

2023: Reports an increase of 40% in sales of on! to 22% of the US nicotine pouch market. Launched on!PLUS in Sweden.102

2024: States Helix achieved profitability for the first time, and a “steady momentum” in the UK and Sweden.103

2025: In December, the US FDA granted PMTAs for 6 variants of On! PLUS (Mint, Tobacco and Wintergreen flavours in 6mg and 9mg strengths).104105 These were in addition to original 35 On! variants, which remain on sale in the US as of 2026, having neither been granted or denied marketing orders from the FDA.

2026: Announces retail expansion of on!PLUS in the US.106

Regulation of Nicotine Pouches

Nicotine pouches are subject to a variety of regulations around the world, from outright bans to partial or selective regulation, depending on how they are defined and classified by governments. In many cases no regulation is in place.8 Regulation of nicotine pouches is not straightforward given that they contain nicotine which may be derived from tobacco leaf but not the tobacco leaf itself (see above Tobacco Free section).  Countries have regulated them as food products, medicines and NRT, or poisons, but an increasing number are regulating them as tobacco or related products.8926 The sections below summarise some key regulatory developments.

North America

US

Nicotine pouches are freely available to consumers.46 They can be advertised on radio, TV and in other media as they are not included in smokeless tobacco regulation.108 Nicotine pouches, including those made with synthetic nicotine,109 are regulated by the FDA and subject to age restrictions, a nicotine health warning and pre-market assessment.110111 Companies have attempted to circumvent these rules.171819 In September 2025, the FDA launched a premarket tobacco product application (PMTA) pilot programme specifically designed to accelerate the review process for nicotine pouches.112 The pilot was only open to major industry players including PMI, Altria and Reynolds/BAT.113

Canada

Nicotine pouches have to be authorised and only BAT’s Zonnic has completed this process.  Pouches with more than 4mg of nicotine are classified as a prescription drug. However, if they contain 4mg or less, they are classified, like NRT, as a ‘Natural Health Product’.8 In July 2023, Health Canada authorized the marketing of BAT’s Zonnic nicotine pouch as a natural health product.114115116117 (for further information see  below) Physicians for a Smoke-Free Canada reported that Zonnic contains the same ingredients as BAT’s Velo,116 and noted that:

“BAT will face very few restrictions on how it can market ZONNIC nicotine pouches in Canada, other than with respect to how it represents the therapeutic benefits of the product.”116

Following the market authorisation of Zonnic pouches, Canada’s Minister of Health publicly stated that the marketing of the flavoured pouches risked increasing popularity amongst youth, prompting Health Canada to increase regulation in August 2024, to reduce youth accessibility8  TTCs have lobbied to weaken the new regulations and allow all pouches to be sold in convenience stores.118

Europe

UK

Up to 2026, nicotine pouches in the UK were regulated under general consumer product safety regulations, not as tobacco products, and they were widely available in shops and online.119120 In 2022, the UK Committee on Toxicity (COT) raised concerns around the lack of specific regulations for nicotine pouches in the UK, and the absence of data other than that produced by the TTCs.12 Concerns were also raised over availability to youth, and increasing social media marketing.12121122 In 2023, the UK Department of Health and Social Care stated that it was aware of concerns, but as the use of pouches was low (in England) it did not plan to introduce further regulation at that time.122 However between 2023 and 2025 the situation changed rapidly, with new controls on single use (disposable) e-cigarettes, and increasing use of pouches by children.123 The UK Tobacco & Vapes Bill, introduced in 2026, includes new restrictions on nicotine pouches: a marketing ban, controls on nicotine levels, and a minimum age of sale of 18. The Bill has been subject to extensive tobacco industry interference.123

European Union

  • In Sweden the National Food Administration Agency has, since 2023, classified nicotine pouches as food, even though they are not swallowed. Because they are placed in the mouth and substances are absorbed through the mucous membrane, they need to comply with food-grade safety standards.124 Zonnic nicotine pouches (owned by RAI from 2009 and BAT from 2017)125 were registered as an over-the-counter (non-prescription) drug in 2013, but only available from pharmacies and other regulated outlets.126  See below for more on Zonnic and NRT.
    The EU-wide ban on tobacco snus (with an exemption for Sweden)110 does not include nicotine pouches, and individual member countries are diverging in the way they regulate these products. The next revision of the Tobacco Products Directive may bring nicotine pouches under tobacco product regulations.8110127
  • Belgium announced a total ban on nicotine pouches in March 2023.128129 BAT were reported to have challenged this decision in Belgium’s highest administrative court.130 The ban came into effect in October 2023 although pouches, including Velo, were reportedly still on sale in November 2024.131
  • The Netherlands banned the sale of nicotine pouches in 2025.132
  • France banned the use, acquisition, possession and sale of nicotine pouches from 1 April 2026 (with the exception of NRT).133 The ban had previously been delayed by objections from six EU Member States and the original measures banning manufacture, production and export were suspended.8133 The ban has was immediately questioned in the European Parliament by Swedish MEPs stating that pouches are widely used by Swedish adults and the ban has implications for free movement of people and goods.134
  • In Germany the Office of Consumer Protection and Food Safety (BVL) stated in 2021 that nicotine pouches were not regulated under either the tobacco legislation or as foodstuffs and so could not be legally sold.135 The ban has been upheld by several judicial decisions.8 However nicotine pouches were still available online and in vending machines in 2025.136
  • Spain is considering stricter regulation of pouches, as of 2026.137138139 In April, PMI Spain reacted to the increasing likelihood of new regulation by promoting a report on its contribution to Spain’s economy.140
  • Finland originally regulated nicotine pouches as medicinal products but in April 2023 their regulatory status was changed to tobacco surrogates, enabling wider sales. Further regulations entered into force on 1st August 2025.141
  • Czechia has regulated nicotine pouches since 2023 following the model of tobacco and e-cigarette legislation.142 In January 2024 Czechia introduced a tax on nicotine pouches.143144 Despite having regulation specifically to deter children (a minimum pack size of 20 pouches and an under 18 sales ban),142 Czechia has particularly high youth experimentation (see table 1 below) and is one of the largest markets globally.

Norway

In Norway (not in the EU but a member of the European Economic Area) a total ban on nicotine pouches and other newer products was lifted in July 2021, and replaced by a market approval scheme.145146 Called “helhvit snus” (completely white snus) these products do not need to go through the approval process, as they contain a small amount of tobacco.147148

Australia & New Zealand

As with e-cigarettes and heated tobacco products, nicotine pouches are banned from general sale in Australia, and only available on prescription.  Approval from the Therapeutic Goods Administration (TGA) or a valid prescription is required for nicotine pouches to be legally imported or sold. As of August 2025, the TGA has not approved any nicotine pouch.8

In New Zealand, it is illegal to import oral tobacco products (including snus) for distribution or sale, unless approved as medicines.8 However, tobacco-based oral products can be imported for personal use, excepting those made with synthetic nicotine.149

Emerging markets

By 2025, low- and middle-income countries were less likely to regulate nicotine pouches than high income countries. Central Asian countries (Kyrgyzstan, Tajikistan, Uzbekistan, Russia and Singapore) had banned pouches. Kenya, Latin American countries (Columbia, Panama and Peru) and South East Asian countries (Thailand and Philippines) regulated pouches as tobacco or tobacco related products. Belarus, Indonesia and Kazakhstan also regulated them but not under tobacco or nicotine regulations. India required pre-approval for sale but had not approved any products.8

BAT has promoted its nicotine pouches in multiple LMICs, including Kenya, Pakistan, Indonesia and South Africa (for details see BAT: Promotion of Nicotine Pouches in LMICs) PMI has a Bhutan-specific website for Zyn.150  TTCs are also marketing pouches in the Philippines.151

Prevalence and Use

In 2024, adult current use prevalences in the two largest global markets were 4% (US-monthly) and 5% (Sweden-daily).152153  In Europe, monthly use by 15-16 year olds in 22 countries averaged 7%, but ranged between 1% (in Spain) and 14% (in Norway, Finland and Austria).154

Data on nicotine pouch use on a global level remains limited, but data on ever use is beginning to emerge as pouches grow in popularity, particularly in high income countries. Data available in April 2026 is summarised in Table 1 below.

Region Country Adult ever use (age group, year) Youth ever use (age group, year)
Europe Sweden 25% (13yrs, 2024)155
40% (15yrs, 2024)155
Austria, Czechia, Estonia, Faroes, Finland, Lichtenstein, Norway Over 20% (15-16yrs, 2024) 154
Bulgaria, Germany, Hungary, Latvia, Lithuania, Montenegro, Slovenia 10-19% (15-16yrs, 2024) 154
Cyprus, Georgia, Ireland, Italy, Romania, Serbia, Spain, Ukraine Up to10% (15-16yrs, 2024) 154
Poland 9.2% (18yrs+, 2024)156
Great Britain (England, Scotland, Wales) 5.4% (18yrs+, 2024)157
18.7% (20-29yrs, 2024)158		 3.3% (11-18yrs, 2024) 157
England 18.7% (20-29yrs, 2024)158 9.8% (16-19yrs, 2024)158
Americas United States 17.6% (20-29yrs, 2024)158
2.9% (18yrs+, 2022)159		 5.1% (16-19yrs, 2024)158
Canada 9.1% (20-29yrs, 2024)158 5.3% (16-19yrs, 2024)158
Asia Pacific New Zealand 9.8% (20-29yrs, 2024)158 5.3% (16-19yrs, 2024)158
Australia 26% (16-39yrs, 2024)160
Eastern Mediterranean Saudi Arabia 21.2% (18yrs+, 2024-5)161

Table 1. Prevalence (%) of adults and youth (as defined by individual studies) who have ever used a nicotine pouch in 2024 or 2025.

A marked increase in nicotine pouch use has been reported in several countries.153157158162 Nicotine pouch users tend to be younger, male, and use other tobacco and nicotine products.32152153155156157158159160161163 There is also evidence that nicotine pouches are being used by a small but notable number of people who have not previously used tobacco or nicotine.152164165 Research suggests some users take up nicotine pouches in order to help quit smoking or vaping,166 but there is insufficient evidence on their usefulness for quitting smoking – see section below on nicotine pouches and quitting smoking.

Some consumers report using nicotine pouches to improve physical performance in sports,167168 and boost productivity when working or studying.169170 This is despite evidence suggesting nicotine has no tangible effect on either.171 Rather, the addictive properties of nicotine can lead to dependence and withdrawal symptoms that would effectively neutralise any performance and productivity benefits.172

Concerns around youth use

In line with increasing use among younger age groups, research suggests there are several key factors attracting youth to nicotine pouches, including discreetness: meaning use goes undetected by teachers, parents, and caregivers;158167the range of flavours available, especially those mimicking fruit and candy;173174 expectation of positive effects (e.g. relief from anxiety, improving concentration or feeling a “buzz”)167173; and glamorisation through marketing campaigns,175 sports (e.g. premier league footballers168 and Formula 1)176) and social media (e.g. promotion by influencers on TikTok and Instagram).177178

There are increasing reports of users, especially youth, consuming concerningly high numbers of pouches a day,179180 and even “stacking” or “multi-packing” pouches – the act of using multiple pouches at the same time.181 This is especially concerning in light of the relatively high nicotine strength of nicotine pouches compared to other products, like cigarettes,180182 and reports that youth are not always aware of this before trying them.167

Throughout 2023 and 2024, Zyn retailers were issued numerous warning letters and civil penalty complaints from the US FDA for selling Zyn to underage consumers. In 2024 and 2025, several lawsuits were filed against PMI and its subsidiary, Swedish Match, regarding the marketing and potential harms of Zyn to young people in the US. 183 Despite being given approval by the US FDA to sell 20 variants of Zyn in 2025,184 as of early 2026, most of these actions are ongoing.185

TTCs and others promote pouches globally by referencing the ‘Swedish experience’ or ‘Swedish model’ of tobacco harm reduction.186 See below and The Swedish Experience for further details. However, youth use of nicotine pouches is particularly high in Sweden – with up to 40% having tried them (see table 1).

Nicotine Pouches and Quitting Smoking

Pouch effectiveness in supporting quitting has yet to be fully determined.187188189 As of 2026, neither the FDA (Food and Drug Authority) in the US nor NICE (the National Institute for Health and Care Excellence) in the UK have recommended pouches for smoking cessation.123190 Action on Smoking and Health note that:

“more high-quality, independent research is needed, especially long-term studies as most existing studies have been funded by the tobacco industry.”123

NRT – or lifestyle product?

Nicotine replacement therapy (NRT) is designed to help smokers quit.191192193 BAT and PMI own some NRT products.

In some countries, where nicotine pouches are approved for cessation, TTCs can market nicotine pouches as NRTs. However, in most countries they are marketed as consumer – or lifestyle – products. One promotion strategy is to market them for use in areas where it is not possible to smoke or use e-cigarettes, for example on a plane.194195196

  • BAT markets Niconovum NRT products, including pouches and sprays, under the brand name Zonnic in Sweden, Norway, Finland and Iceland, and manufactures a private label NRT product for a major retailer in the UK.197 BAT’s subsidiary in Canada (Imperial Tobacco Canada) launched Zonnic pouches in October 2023. The company website states that: “(the) license was granted following a rigorous and thorough two-year review process with Health Canada to demonstrate ZONNIC’s safety and efficacy as a cessation aid for adult smokers who wish to quit”. 198 However a Canadian survey in 2023-24 found that few people were using pouches to quit, and those that did were less likely to succeed than those using conventional quitting aids, or none.118 In 2020, BAT also rebranded its Revel nicotine lozenge as Velo – the same brand as its nicotine pouch in the US (and submitted it for pre-market approval).199200 The BAT Science website states that its nicotine pouches have a similar risk profile to NRT, citing its own 2021 research on Velo, which compared snus, nicotine pouches and NRTs. It does not make any claims, on the webpage, about cessation likelihood relating to pouches.34
  • PMI acquired Fertin Pharma in 2021, stating that Fertin was a “leading producer of Nicotine Replacement Therapy (NRT) solutions”.43 PMI has also referred to the “pharmaceutical grade” nicotine in its products and states that nicotine pouches “might serve as a harm reduction alternative for adults who would otherwise continue smoking or using oral smokeless tobacco”.4735 In a 2026 investor presentation, PMI described nicotine pouches as having a “specific role in switching smokers” but also states that polyuse (use of multiple tobacco or nicotine products) is higher for pouches than their other products.201
  • Imperial Brands’ Science website does not mention cessation in relation to nicotine pouches. It does state that its own research suggests that “adult smokers find the product satisfying, reducing the desire to smoke.”202
  • JTI’s Science website describes Nordic Spirit as “a discreet nicotine product that can be enjoyed in situations where smoking or vaping might not be possible.” 203

Promotion by Third Parties

The third party technique is a long standing tactic used by tobacco companies to help further their commercial interests, by attempting to build credibility via trusted individuals or organisations, or using public relations consultants.

Groups linked to industry that have promoted nicotine pouches, and argued for more industry-friendly regulation, include:

Environmental Impact

Tobacco-derived nicotine, even if “tobacco free”, still requires farmers to grow tobacco leaf. In 2025, farmers growing tobacco for nicotine pouches in Indonesia were discovered to be living in impoverished conditions and using agrochemicals.204 Independent data on the greenhouse gas emissions for synthetic nicotine manufacture and transport are not yet available.205

As the nicotine pouch market grows, the disposal of these single use products is an emerging concern.206207 In Sweden, snus and nicotine pouches were found to make up 21% of all litter in 2024 (second only to cigarette butts at 49%). Of this total, nicotine pouches made up 65% and snus 35%.208 Another 2024 report estimated that 5.3 million pouches (equal to 3.3 tonnes of waste) are littered each year in Denmark, leaching nicotine and plastic-like materials into the environment.209 This littering occurs despite some containers having pockets in the lid for storing used pouches.

Altria simply recommends that on! containers and used pouches be disposed of at a “hazardous or waste collection point.” 210 Other TTCs refer to recycling the containers. PMI’s Zyn, BAT ‘s Velo and JTI’s Nordic Spirit containers are made from a single polymer which makes them potentially recyclable alongside other household plastic.211212213 Imperial states that pouch users in the UK can download an app and get rewards for recycling Zone containers.214 However, it is unclear how much of this plastic waste is actually recycled.

Relevant Links

Tobacco Tactics Resources

TCRG Research

For a comprehensive list of all TCRG publications, including TCRG research that evaluates the impact of public health policy, go to the Bath TCRG’s list of publications.

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References

  1. ↑STOP, Addiction At Any Cost: The Truth About Philip Morris International, 20 February 2020, accessed January 2021
  2. ↑Tobacco Control Research Group, TCRG position statement on newer nicotine and tobacco products, University of Bath, May 2021
  3. ↑A. Blanco Marquizo/United Nations, 215D.T. Levy, N. Travis, M. Cummings, Marketing expenditures and industry transformation: are cigarette companies really shifting away from cigarettes?, Tobacco Control, Published Online First: 23 February 2026, doi:10.1136/tc-2025-059586
  4. ↑abcdeM.O. Robichaud, A.B. Seidenberg, M.J. Byron, Tobacco companies introduce ‘tobacco-free’ nicotine pouches, Tobacco Control, 2020;29:e145-e146. Published Online First: 21 November 2019, updated December 2020, doi:10.1136/tobaccocontrol-2019-055321
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