Nicotine pouches set to capitalise on disposable vape ban

With a ban on disposable vapes set to take effect in the UK on June 1, 2025m, industry experts predict a surge in the popularity of nicotine pouches as vape users seek alternatives.

Markus Lindblad, an industry expert from Northerner, a nicotine pouch retailer owned by Haypp Group, highlights the significant growth the pouch sector has already experienced. A recent King’s College London study revealed that pouch use in the UK doubled between 2020 and 2024. The impending vape ban, Lindblad suggests, could further accelerate this trend.

“After the ban, some disposable vape users may return to smoking, and some may quit nicotine products, but many will seek alternatives and pouches could be a good option,” he says.

Several factors contribute to the appeal of nicotine pouches.

“Firstly, they are low cost and convenient, similar to disposable vapes,” Lindblad notes. “In addition, pouches are very discreet and can be enjoyed indoors or in areas where smoking or vaping is already prohibited such as on public transport or in public buildings.”

Lindblad points out that discretion is a major draw for 66 per cent of UK pouch users, with 64 per cent perceiving them as a healthier alternative to other nicotine products, and 40 per cent citing lower cost as a key benefit.

“Pouches can be a great way to help kick a dangerous habit,” he says. “The most common reason for people to start using nicotine pouches is the user’s ambition to quit smoking. Nearly six out of ten users of nicotine pouches (56 per cent) in the UK say they started to help them to quit smoking.”

The upcoming Tobacco and Vapes Bill, in addition to the disposables ban, will introduce stricter regulations for the industry, including expanded vape-free zones around public buildings such as schools and hospitals.

“Pouches are smoke-free products and so can still be used in vape free zones. We think many people will begin to switch to pouches as more and more vape free zones are enforced,” Lindblad says.

Lindblad emphasises the importance of product choice for pouch consumers. He advises retailers to stay informed about the latest trends and products, while also acting responsibly.

“For example, consider the packaging – does it look like it was designed with a youth audience in mind? If so, you should steer clear and stock alternatives,” he suggests.

“Similarly, with so called ‘ultra- strength pouches’ which have very high nicotine content, we recommend not stocking these and stick with pouches that meet the industry standards of a maximum of 20mg nicotine per pouch.

“Customers want high quality and safe products. If you can, have your products tested independently, if not, do in-depth research before stocking the shelves.”

Crucially, Lindblad stresses the need for retailer education. As new consumers enter the pouch market, they require accurate information about the products, their usage, and how to select a pouch that suits their needs.

“As retailers, we have a responsibility to educate our customers to help them to understand pouches. This process should start now,” he says.