Most U.S. Adults Using Nicotine Pouches Are Former Tobacco Users, Rutgers Study Finds

A new study led by Rutgers Health provides the first nationally representative estimates of nicotine pouch use among U.S. adults—and the results spotlight an important trend: the majority of users have a history of tobacco use and may be using pouches as a less harmful alternative. 

Published in JAMA Network Open, the study draws from the 2022–2023 wave of the U.S. Census Bureau’s Tobacco Use Supplement, encompassing responses from over 110,000 adults. 

Key Findings at a Glance: 

Overall prevalence was low but measurable: 

• Ever used nicotine pouches: 2.65% 
• Current use (some days or daily): 0.42% 
• Daily use: 0.18%  
• Demographics with higher usage included: 
• Males vs. females 
• Non-Hispanic White adults 
• Individuals residing in the Western U.S. 

Most daily users were individuals who recently quit using other tobacco products, especially cigarettes or e-cigarettes. Those who never used tobacco were the least likely to be daily users. 

What This Suggests About Adult Use Patterns 

According to the study’s lead author, Cristine D. Delnevo: 

“Our results suggest that adults may be using nicotine pouches for harm reduction, given that use is highest among those that have recently quit another tobacco product or e-cigarettes.”

In other words, nicotine pouches appear to be adopted primarily by individuals transitioning away from more harmful forms of nicotine delivery—rather than by tobacco-naïve newcomers. 

Why the Study Matters 

This research offers a crucial baseline snapshot of U.S. nicotine pouch use patterns and demographics—offering insights for: 

• Regulators, who are considering how to make these products available responsibly 
• Public health officials, who need to balance adult harm reduction with youth prevention 
• Manufacturers, who might use the data to inform responsible marketing and product stewardship 
• Cease-use advocates, who should ensure alternative strategies remain accessible and guided by evidence 

In Summary 

Nicotine pouches remain a niche segment in the U.S. nicotine market—but one that’s showing promise for adult nicotine users. Rutgers’ findings make a modest yet important contribution to understanding how these products fit into broader tobacco use trajectories.