FEATURE
NICOTINE POUCHES
42 ASIAN TRADER 19 SEPTEMBER 2025
altering how these products can
be marketed and sold.
The legislation will ban all
advertising and sponsorship of
vapes and nicotine products,
including nicotine pouches,
whilst closing existing loopholes
to ensure all such products
cannot be sold to
under-18s. Addition
ally, the bill prohibits
free distribution of
these products and
their sale from
vending machines,
requiring retailers to
adapt their sales strategies
accordingly.
Perhaps most significantly for
the convenience sector, ministers
will gain powers to regulate the
flavours, packaging, and display of
nicotine products, along with
authority to amend product
standards as needed. These
provisions could substantially
impact the category’s current
growth drivers, particularly the
flavour innovation that has
proven so popular with consum
ers.
Phil Hudson, Associate
Director of the Global Institute
for Novel Nicotine (GINN), argues
for a more nuanced regulatory
approach based on scientific
evidence.
“Public perception of nicotine
has long been clouded by
misconceptions and stigma, often
confusing the substance itself
with the harmful effects of
smoking,” Hudson recently told
Asian Trader.
“A fundamental distinction
needs to be emphasised: nicotine
itself is not the primary cause of
smoking-related diseases. The
dangerous health impacts come
from combustion; the burning of
tobacco that releases thousands
of toxic compounds including
tar and carbon monoxide.”
This distinction is crucial for
retailers engaging with
consumers who may have
questions about nicotine
pouches. The products repre
sent a fundamental shift in
nicotine delivery – eliminating
combustion entirely and, with
it, many of the health risks
associated with traditional
tobacco products.
Hudson positions nicotine in
a more familiar context:
“Nicotine is essentially a mild
stimulant with effects compara
ble to caffeine. While it does have
addictive properties, nicotine is
not responsible for the cancers,
heart conditions, or respiratory
diseases associated with smok
ing.”
He notes that
nicotine occurs
naturally in several
everyday foods,
including tomatoes,
potatoes, and
eggplants – with
research suggesting
these common foods can
contribute up to 2.25 micrograms
of nicotine to daily dietary intake.
“This highlights a crucial
point: the delivery method
determines the risk, not the
nicotine itself. Smoke is the
danger, and not nicotine,”
Hudson points out.
Besides, nicotine pouches are
among the most promising
developments in nicotine replace
ment therapy (NRT) – tobacco-
free, smoke-free oral products
that deliver nicotine without
combustion.
“The harm reduction potential
of these products is considerable.
However, regulations based on
outdated assumptions or
misconceptions risk limiting this
potential and discouraging
smokers from adopting safer
alternatives,” Hudson warns.
International data strongly
supports harm reduction
approaches. Sweden provides a
compelling example, where
widespread adoption of non-
combustible nicotine products
has contributed to Europe’s
lowest smoking rates and related
mortality.
Smoking prevalence across the
long-term harm reduction.”
The regulatory changes
present both challenges and
opportunities for retailers. Whilst
advertising restrictions may limit
promotional activities, they could
also level the playing field by
reducing marketing spend
requirements. The focus on
product standards and youth
prevention measures may
actually strengthen consumer
confidence in regulated products.
Future perfect
The trajectory for nicotine
pouches appears exceptionally
positive, with all indicators
pointing towards continued
strong growth. The category
benefits from regulatory
advantages over other
nicotine products,
consumer acceptance
of reduced-risk
alternatives, and the
practical advantages of
discrete, smoke-free
consumption.
“The category is
continuing to go from strength to
strength, with increased uptake
from current smokers and vapers,
who are looking for a product that
is more discreet and can be used
almost anywhere,” observes
McGeough.
Success in this dynamic catego
ry would require a commitment
to variety, proper product
placement, staff training, and
partnership with suppliers who
can provide ongoing support and
education.
As the UK continues its
journey towards a smoke-free
future, nicotine pouches are
positioned to play an increasingly
important role. Retailers who act
now to establish strong positions
in this category are likely to reap
the benefits as the market
continues its impressive
expansion trajectory.
country went down to 5.3 per cent,
according to the health data
released by Sweden’s public health
agency in November last year, but
the figure is just 4.5 per cent
among the nation’s Swedish-born
adults – significantly below the
globally recognised benchmark of
5 per cent for smoke free status.
Commenting at the time, Dr.
Delon Human, leader of Smoke
Free Sweden campaign group,
said the Swedes’ extraordinary
success is the result of their
pioneering policy approach to
safer alternatives to cigarettes.
“In the early 1960s, nearly half
of Swedish men smoked. By
embracing and encouraging the
use of alternative nicotine
products such as snus, oral
nicotine pouches and vapes,
Sweden has paved a clear
path to a smoke-free
society while
safeguarding public
health,” Dr. Human
said, adding: “They
should serve as a beacon
of hope for the rest of the
world and as inspirational proof
that a pragmatic, enlightened
approach can deliver sensational
public health gains and save lives.”
Hudson noted that this
pragmatic, outcome-focused
approach offers valuable lessons
for nations seeking to reduce
smoking prevalence through
means beyond prohibition.
“Treating modern novel nico
tine products in the same way
the same as traditional tobacco
not only misinforms consumers
but also impedes innovation and
public health progress,” he says.
“Policy frameworks should
reflect the scientific consensus
that nicotine products carry
different levels of risk. This
differentiation is essential to
provide adult smokers with
viable alternatives that support
both cessation efforts and