Nicotine pouch use among US adult tobacco users rose sharply in just three years, according to a study published on 28 October 2026. Ever use climbed from 16.4 percent in 2021 to 31.1 percent in 2024, while current use more than tripled, rising from 3 percent to 10.2 percent. The findings are based on nationally representative YouGov survey data and were published in the journal Addiction.
In 2021, fewer than one in six adult tobacco users in the survey had ever tried nicotine pouches. By 2024, nearly one in three had. Current use showed an even steeper proportional climb, moving from a small minority to more than one in ten.
What the numbers show
| Measure | 2021 | 2024 |
|---|---|---|
| Ever use of nicotine pouches | 16.4 percent | 31.1 percent |
| Current use of nicotine pouches | 3 percent | 10.2 percent |
Ever use nearly doubled, and current use grew by more than three times. Together, they show pouches moving quickly from niche to regular habit.
Who is using pouches most
Use was more common among men, adults aged 21 to 45, and current tobacco users, especially smokeless tobacco users. That pattern points to pouches largely reaching people who already use tobacco, rather than an entirely new audience with no tobacco history.
A product gaining ground mainly among existing tobacco users raises different questions than one spreading widely among people who never used tobacco.
What researchers still do not know
The researchers stress that the long-term health effects of nicotine pouches and their addiction potential are still unknown. That caution matters given how fast use has grown, because popularity has outpaced the evidence base. Most pouch users also use other tobacco products, which further complicates any simple reading of the trend.
The study was led by Ashley Merianos of the University of Cincinnati School of Human Services, with collaborators from the UC College of Nursing, Texas Tech University and the National Institutes of Health. Their warning is clear: rapid uptake is not the same as proven safety.
What this means for smokers weighing alternatives
For smokers comparing options, the study is a reminder to look beyond popularity and ask what is actually known about a product. See our nicotine pouches vs vapes comparison for how the two options differ in practice.
Readers who want to avoid nicotine altogether can explore our nicotine-free vape guide for the basics on how those products work.
Source: University of Cincinnati.