Why nicotine pouches are a vital part of the move towards a smoke-free nation

With changes ahead for the UK’s nicotine market in 2025, Patrik Hildingsson, VP of Communication and Public Affairs at Swedish Match, highlights the need for responsible growth in the nicotine pouch category.

As 2025 approaches, the UK’s nicotine market stands at a pivotal moment. The introduction of the Tobacco and Vapes Bill, alongside legislation looking to ban single-use vapes, signals increased scrutiny over youth access and a shift towards more stringent industry oversight.

These regulatory changes are, in part, a response to certain players in the market who prioritised short-term gains over sustainable practices, raising questions about how best to balance protections for young people with preserving access to smoke-free alternatives for adult smokers. For retailers, this shift underscores the importance of responsibly switching adult smokers to sustainable, trusted options that meet their needs.

Nicotine pouches represent one such avenue. As a rapidly growing segment, they offer more than just a new product category—they’re a chance to reinforce industry standards grounded in longevity, transparency, and responsible growth. Unlike the disposable vape market, which encountered challenges around youth appeal and inconsistent quality, the nicotine pouch category can offer a more controlled, reputable pathway for smoke-free options in the UK. By prioritising high-quality products and clear consumer education, retailers can position nicotine pouches as a trusted alternative for adult smokers, steering clear of the pitfalls seen in other parts of the market.

What Sweden can teach UK retailers

Sweden’s experience with oral-nicotine alternatives highlights how this can be achieved responsibly. Through introducing products like snus¹, Swedish retailers have focused on the needs of adult smokers and contributed to harm reduction. This consumer-first approach has helped Sweden lower its smoking rate to below 6% [Public Health Agency of Sweden], making it one of the world’s first near smoke-free nations. Transparency, consumer trust, and strong education have been fundamental to this success—values UK retailers can adopt to build a viable, sustainable nicotine pouch category. By applying these principles, UK retailers have an opportunity to create a well-regulated, community-focused smoke-free market.

Demand for nicotine pouches is already evident. Since their introduction to the UK market in 2019, nicotine pouches have surged in popularity, with volumes rising by 91% in the first half of 2024². This growth highlights the need for alternatives that align with adult smokers’ expectations for quality and accessibility. Retailers can leverage this momentum to build a market for nicotine pouches that genuinely focuses on adult smoker needs, establishing the category as both a responsible and sustainable option.

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Additionally, many UK retailers are already committed to supporting smoke-free communities. Findings from The Big Switch report previously revealed that over a third of retailers would consider removing cigarettes from their shelves to aid public health efforts [KAM], while 70% were interested in forming closer relationships with adult smokers to help them transition to smoke-free products [KAM]. These insights show a shared commitment to responsible growth, which retailers can bring to the nicotine pouch category by focusing on education, trust, and community well-being.

As the UK navigates this new regulatory landscape, retailers have a valuable opportunity to take the lead in responsibly growing the nicotine market. By establishing nicotine pouches as a trusted, sustainable option and following Sweden’s example, UK retailers can make a meaningful impact on public health while fostering a lasting smoke-free future. However, the responsibility cannot rest solely on retailers. The industry as a whole must play a role in ensuring a balanced approach, but retailers can and should be at the forefront, setting a high standard and making smoke-free solutions accessible, reliable, and community-centred.

To find out more about Philip Morris’ strategy for a smoke-free future, visit https://www.pmi.com/

^Notes
^{1 PML does not explicitly advocate reintroducing snus to the UK market}
^{2 Based on third-party sales data}

Philip Morris InternationalAt PMI, we are building our future on replacing cigarettes with smoke-free products that—while not risk-free—are a better alternative than cigarette smoking. It’s the biggest shift in our history. And it’s the right one for our consumers, our company, our shareholders, and society. Led by science and innovation, and with the right regulatory encouragement and support from civil society, we can achieve our vision of a smoke-free future, faster. “PMI today is an entirely different company to the one I joined,” said Jacek Olczak, CEO of PMI. “Our products, people, and purpose have evolved.”View full Profile