More vape users turn to nicotine pouches as market surges: report
July 1, 2025
Photo: iStock
A growing number of UK vape users are switching to nicotine pouches, according to new research by Haypp.
Nearly one-third (32%) of Haypp’s nicotine pouch customers are now former vape users, up from 28 per cent in 2023, with the trend expected to accelerate following the ban on disposable vapes.
The shift reflects a broader boom in the category. The UK nicotine pouch market nearly doubled in size in 2024, growing by at least 95 per cent, the report found.
While 57 per cent of users said they began using pouches to quit smoking, a further 27 per cent cited switching from other nicotine products, primarily vaping, as their motivation – signalling a notable change in consumer behaviour within the nicotine alternatives space.
According to survey respondents, the main advantages of pouches compared to other nicotine products are that they are discreet (68%), they feel healthier (64%), and they do not affect others (54%).
Interestingly, the perceived social acceptability of pouches compared with cigarettes and other nicotine products appears to be a factor driving the market growth. 78 per cent of nicotine pouch users surveyed believed that nicotine pouches were socially acceptable, compared with just 30 per cent who felt vapes were socially acceptable. Only 13 per cent believed cigarettes were socially acceptable.
Based on survey responses, the typical first-time user of nicotine pouches is 33 years old. Only 3 per cent of those surveyed report having started using nicotine pouches before the age of 18.
“These results suggest that while the nicotine pouch market is growing rapidly, users are typically a more mature demographic that value the more discreet nature of the product,” Markus Lindblad, director of Haypp, said.
“It is also notable that many people have started using pouches to transition away from vaping. This could become an important trend in the UK’s drive to go smoke-free while introducing ever stricter regulations on vaping.”
As per the report, Velo remains the clear market leader in the UK. Among the major brands, Velo, On!, Zyn, and Fix all grew faster than the overall market in 2024.
Velo Crispy Peppermint 10.9mg (previously Ice Cool Mint Slim Strong) is the top-selling product for the second year in a row.
Mint is by far the most popular flavour, found in 58 per cennt of cans sold.
