New Study: More US Smokers Moving to Pouches

A new Rutgers University study confirms that nicotine pouch use—while still  relatively low overall—is notably concentrated among US adults who have recently quit smoking or vaping.

The study (which was published September 8, 2025, in JAMA Network Open) analysed survey data from over 110,000 US adults collected between 2022 and 2023.

Researchers found that, although regular pouch use remains uncommon across the general population, it is significantly higher among those who’ve stopped using combustible or vaporised tobacco products. Lead author Dr. Cristine Delnevo noted this pattern and suggests adult former smokers may be substituting more harmful products in favor of nicotine pouches.  

The US nicotine pouch market is already large and poised for significant growth. In 2024, the market was valued at approximately USD 3.95 billion, with forecasts projecting a surge 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 closely resemble nicotine replacement therapies in their toxicological profiles. A 2021 study by Azzopardi and colleagues analysed the levels of tobacco-related toxicants in modern, tobacco leaf-free nicotine pouches, comparing them with nicotine lozenges, nicotine gum (both NRTs), and snus. The findings placed nicotine pouches on the lower end of the toxicant continuum—close to NRT products.

Though not officially approved as smoking cessation aids, nicotine pouches appear to be used by many adults as an alternative to smoking or vaping.

A pilot trial led by Yale researchers evaluated the effects of switching to nicotine pouches among 30 smoking adults. Over 4 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 thosee using lower-strength group products (0%).

A decade after pouches entered the US market, new evidence suggests that adults who smoke are using them for harm reduction. Long-term monitoring will help determine if this promising trend continues.