2025 Nicotine Pouch and Oral Nicotine Report: U.S. Nicotine Pouch Market Surges 40% as Smokers Seek Smoke-Free Alternatives
The findings highlight a compelling trend: adult consumers are increasingly turning to smoke-free and tobacco-leaf-free alternatives like nicotine pouches primarily to change from traditional combustible tobacco products. Nearly half of all adult pouch users surveyed – 42% – started using nicotine pouches to quit smoking. Furthermore, one in three respondents (32%) state they used the product as a way to quit chewing tobacco.
Additionally, 92% of former smokers reported perceived improvements in their well-being after transitioning to nicotine pouches.
'Adult nicotine and tobacco consumers are increasingly seeking modern, tobacco leaf-free and smoke-free nicotine alternatives—driving rapid growth in demand for nicotine pouches,' said Laura Leigh Oyler, Vice President, Regulatory Affairs at Nicokick.com. 'The 2025 report not only highlights evolving consumer behavior but also emphasizes the broader influence of innovation and regulatory developments on the category. As responsible and compliant retailers, we are committed to leading by example—shedding light on key market shifts that will impact access and product range for adult nicotine users pursuing a smoke-free lifestyle.'
Key findings from the 2025 report include:
Men are the most likely consumers: Almost nine out of ten adult online buyers (88%) of nicotine pouches in the U.S. are men.
Almost nine out of ten adult online buyers (88%) of nicotine pouches in the U.S. are men. Zyn holds the top spot—barely: Zyn maintained its position as market leader in 2024, despite facing product shortages in the second half of the year, while brands like On! and Rogue capitalized and gained ground in 2024.
Zyn maintained its position as market leader in 2024, despite facing product shortages in the second half of the year, while brands like On! and Rogue capitalized and gained ground in 2024. Online retail offers strong age verification: The typical adult nicotine pouch user in our survey began using pouches at age 44. A full 96% of pouch users reported they started to use the product when they were 18 or older, and 88% reported being 24 or older. A small share of pouch users (4%) reported they used the product before the age of 18. Although many survey respondents perceive online channels as being of major risk for underage access, the survey also makes it clear that traditional retail stores are by far the number one source of nicotine pouches for underage users. 56% of those who reported using nicotine pouches as minors say they acquired the product from local stores, and 22 percent from supermarket chains, compared to 4% who bought them online.
The typical adult nicotine pouch user in our survey began using pouches at age 44. A full 96% of pouch users reported they started to use the product when they were 18 or older, and 88% reported being 24 or older. A small share of pouch users (4%) reported they used the product before the age of 18. Although many survey respondents perceive online channels as being of major risk for underage access, the survey also makes it clear that traditional retail stores are by far the number one source of nicotine pouches for underage users. 56% of those who reported using nicotine pouches as minors say they acquired the product from local stores, and 22 percent from supermarket chains, compared to 4% who bought them online. Regulatory clarity emerging: In a milestone decision, the FDA authorized marketing of 20 ZYN products in January 2025, signaling a new era of regulatory transparency for the category.
The 2025 report disrupts common public assumptions about youth access to nicotine products, revealing a stark contrast between perception and reality. While some survey respondents view online sales as a major risk, the data tells a different story: traditional retail stores remain the primary source of underage access. Among respondents who used nicotine pouches as minors, 56% said they obtained them from local retail stores and 22% from supermarket chains—compared to 4% who reported purchasing online.
Insights from the survey also show that 98% of US consumers were age-verified when purchasing nicotine pouches online, well above the 75% reported in physical retail stores. While industry leaders like Nicokick.com and Northerner.com have helped establish strong verification standards, the remaining 2% likely reflect purchases made through other, less compliant online retailers. This underscores the importance of consistent enforcement and accountability across all sales channels.
'Empowering adult consumers with access to a range of smoke-free alternatives is essential to driving meaningful change,' added Oyler. 'This report reinforces the growing role of nicotine pouches in supporting tobacco harm reduction and highlights the need for continued focus on responsible retail practices and informed adult use.'
The 2025 Nicotine Pouch and Oral Nicotine Report is available for download here.
About Nicokick
Nicokick is a leading online retailer in the U.S. specializing in nicotine pouches. With a diverse inventory of over 200 unique products, the platform offers a wide selection of popular and emerging brands that provide adult consumers with modern oral smoke-free and tobacco leaf-free alternatives to cigarettes and other traditional tobacco products. As a responsible and compliant retailer, Nicokick is committed to a strict age and identity verification process, with all products delivered directly to adult consumers. For more information, visit Nicokick.com.
About Northerner
Established in 1998, Northerner has grown to become one of the largest global online retailers of nicotine pouches. Northerner's US platform has an inventory of over 200 tobacco-leaf-free nicotine products that help adult consumers transition from cigarettes. With a strong commitment to youth access prevention, Northerner's products are securely delivered to adult consumers, ensuring compliance with a rigorous age verification process. For more information, visit Northerner.com.
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With a strong commitment to youth access prevention, Northerner's products are securely delivered to adult consumers, ensuring compliance with a rigorous age verification process. For more information, visit
