Haypp Report: 46% of Pouch Users Motivated by Smoking/Vaping Cessation

Haypp Group, parent company of Nicokick.com and Northerner.com, released its Nicotine Pouch and Oral Nicotine Report 2026, according to Tobacco Reporter. The report, based on purchasing data from over 172,000 customers and a survey of 2,245 adult nicotine pouch users, found that 46% of respondents indicated that quitting smoking, vaping, or both was a reason they first tried nicotine pouches. The findings also showed that 88% of users had previously consumed another nicotine product before transitioning to modern oral pouches.

The report detailed that 34% of respondents specifically cited quitting smoking, while 22% mentioned quitting vaping, contributing to the combined 46% figure, as noted by Morningstar. The average age of a first-time online nicotine pouch purchaser was 45, with adults aged 55 to 64 representing the fastest-growing customer segment in 2025, increasing by 26% from the previous year. Among respondents who reported switching completely from cigarettes to nicotine pouches, 93% stated they felt better after making the change.

Age verification processes also formed a key part of the report. Among surveyed online customers, 98% recalled completing age verification during purchase, compared to 75% for purchases made in physical retail stores. For underage individuals who reported obtaining nicotine pouches, local shops were cited by 52%, friends by 23%, and supermarkets by 10%, while only 5% reported obtaining them online. Laura Leigh Oyler, Vice President of Regulatory Affairs at Haypp Group, stated that the data suggests regulatory focus on online sales may overlook more common sources of underage access, emphasizing that online platforms utilize standardized, auditable compliance systems.

Separately, Nicokick.com highlighted a Rutgers University study published in JAMA Network Open in September 2025, which found that nicotine pouch use, while 2.5% among U.S. adults, was concentrated among those who had recently ceased using combustible or vaporized tobacco products. Dr. Cristine Delnevo, lead author of the Rutgers study, observed that this pattern suggests adults may be utilizing nicotine pouches as a harm reduction option. The Nicokick.com report also noted that nicotine pouches are not FDA-approved smoking cessation aids.

The U.S. nicotine pouch market was valued at approximately $3.95 billion in 2024, with projections for growth to $49.5 billion by 2033, reflecting a compound annual growth rate (CAGR) of about 32.6%, according to market analyses cited by Nicokick.com. The U.S. market alone accounted for 78.8% of global nicotine pouch revenue in 2024. Furthermore, a 2021 study by Azzopardi and colleagues, referenced by Nicokick.com, positioned modern nicotine pouches on the lower end of the toxicant risk continuum, comparable to FDA-approved nicotine replacement therapies.