2024 Nicotine Pouch Report: Flavor Bans and Growing Shift to Smoke-Free Alternatives Like Nicotine Pouches

The annual report explores adult consumer behavior, highlighting why 80% of nicotine users surveyed are turning to nicotine pouches as an alternative to other tobacco products, alongside growing concerns over flavor bans

Key Findings from the 2024 Report

• Health and Social Impact: Nearly 92% of surveyed users reported improved well-being after transitioning from cigarettes to nicotine pouches. The absence of second-hand smoke and the cultural prejudice associated with smoking makes nicotine pouches a socially acceptable option for many.
• Flavor Ban Concerns: Free-will choice is strong among U.S. consumers, and the current wave of flavor bans has raised alarm among consumers, with 83 percent opposing such measures. Seven in ten (71%) say that the launch of new flavors does not affect their total number of nicotine pouch purchases, and 52% argue that a flavor ban would result in the use of nicotine products that are considered worse for one’s health.
• E-Commerce Expansion: Survey respondents also indicated a shift in behavior toward online platforms, such ascom.co, driven by factors like convenience, competitive pricing, and a wider product selection compared to physical stores. The average customer polled buys 81% of their nicotine pouches online. The oldest nicotine pouch users are the most online-savvy e-commerce consumers, with almost two out of three users (62%) aged 65+ buying all their nicotine pouches online, compared to 45% of all users. Nearly three in ten pouch users (28%) say they will buy more of their nicotine products online in the future.
• Consumer Preferences: Mint remains the most popular flavor category, comprising 59 percent of top-seller lists. Price, flavor, and nicotine strength are the top factors driving purchasing decisions.

Amid the growing push for flavor bans across the U.S. and the overwhelming feedback highlighted in the report, Dr. Marina Murphy, Senior Director of Science Affairs Flavors play a crucial role in helping people switch away from smoking and remain smoke-free. Removing them could do more harm than good—leading to fewer quit attempts, increased relapse rates, and even higher cigarette sales. Flavors are not just about taste; they provide smokers with an effective tool to leave cigarettes behind for good, ultimately contributing to improved public health.”