New Study: Nicotine Pouch Use Higher Among Recent Former Smokers and Vapers

A Rutgers University study found that nicotine pouch use, while still relatively low overall at 2.5% of US adults, was notably concentrated among adults who had recently quit smoking or vaping.

The study, published in September 2025 in JAMA Network Open, analyzed survey data from over 110,000 U.S. adults collected between 2022 and 2023.

Although regular pouch use remains uncommon across the general adult population, researchers found that use was significantly higher among adults who had recently stopped using combustible or vaporized tobacco products. Lead author Dr. Cristine Delnevo noted that the pattern suggests that “adults may be using nicotine pouches for harm reduction.” 

The U.S. nicotine pouch market is already large and projected to grow significantly. One market analysis valued the U.S. market at approximately USD 3.95 billion in 2024, with forecasts projecting growth to USD 49.5 billion by 2033, reflecting a compound annual growth rate (CAGR) of about 32.6%.

Another analysis estimates a 2024 value of USD 4.09 billion with a CAGR of 29.6% through 2030. The US is also a dominant force globally—accounting for 78.8% of global nicotine pouch revenue in 2024.

Emerging evidence suggests that nicotine pouches may have substantially lower levels of certain tobacco-related toxicants than combustible cigarettes. A 2021 study by Azzopardi and colleagues analyzed the levels of tobacco-related toxicants in modern nicotine pouches and compared them with FDA-approved nicotine replacement therapies (NRTs), such as lozenges and nicotine gum, as well as snus. The authors placed nicotine pouches on the lower end of the toxicant risk continuum, closest to NRT products.

Nicotine pouches are not FDA-approved smoking cessation aids and should not be marketed as such. Still, recent research suggests some adults who smoke or vape may be using them as an alternative nicotine product.

A pilot trial led by Yale researchers evaluated the effects of switching to nicotine pouches among 30 U.S. adults who smoked cigarettes. Over four weeks, participants significantly reduced their cigarette intake per day. Those using higher-strength pouches (with at least 6mg of nicotine) showed numerically greater reductions and higher rates of smoking abstinence (13%) compared to those using lower-strength products (0%).

A decade after pouches entered the U.S. market, new evidence suggests that some adults who smoke are using them as a viable alternative to cigarettes. Long-term monitoring will help determine whether this pattern continues and what it means for tobacco and nicotine use at the population level.  

Disclaimer:

This article is provided for informational and advertising purposes only. It does not make any claim that nicotine pouches are safe, safer than cigarettes or other tobacco products, or effective for smoking cessation. Any reduced-risk or modified-risk claim would require separate authorization from the U.S. Food and Drug Administration for the specific product. 

Nicotine is addictive and intended only for adults age 21 and over who currently use tobacco or nicotine. Adults considering changes to their tobacco or nicotine use should consult a qualified healthcare professional.