New Study Sparks Interest: Are More Canadian Smokers Turning to Nicotine Pouches?
A recent U.S. study from Rutgers University revealed that nicotine pouch use—though still relatively low overall—is concentrated among adults who have recently quit smoking or vaping. This raises an important question for Canada: could the same trend be emerging here?
As nicotine pouches gain visibility in the Canadian market, understanding how they fit into the country’s smoke-free landscape has become increasingly important for both consumers and policymakers.
Canada’s Nicotine Pouch Market: Growing Rapidly
According to a Grand View Research report, the Canadian nicotine pouch market was valued at approximately USD 16.1 million in 2024 and is expected to grow to USD 104.1 million by 2030, reflecting an impressive compound annual growth rate (CAGR) of 36.5%.
Other analyses estimate the 2024 market at around USD 112 million, with growth continuing at a 4.7% CAGR through 2030. Meanwhile, some industry sources project that Canada’s oral nicotine market (which includes pouches) could reach CAD 120 million by 2026, marking a 42% increase since 2022.
While figures vary slightly across reports, one conclusion is clear: Canada’s nicotine pouch industry is expanding quickly, driven by growing consumer awareness of smoke-free nicotine alternatives.
Regulations and Sales Restrictions in Canada
The Canadian government has recently taken steps to regulate nicotine pouches more closely.
As reported by Global News, starting in 2024, Health Canada announced new restrictions limiting pouch sales to pharmacies and allowing only two flavor options.
These tighter rules indicate that while market demand is strong, sales channels and product offerings will continue to face regulatory scrutiny.
For retailers and distributors, compliance and clear product labeling will be key as the market matures.
Who’s Using Nicotine Pouches in Canada?
Although Canada lacks large-scale national data on pouch users, early consumer patterns suggest similarities with the U.S.:
- Former smokers and vapers appear more likely to try pouches as an alternative source of nicotine.
- Urban adults and young professionals often choose pouches for their discreet, odor-free use in public settings.
- Health-conscious users see pouches as a cleaner, more convenient option compared to combustible or vaporized tobacco.
With strict tobacco and vaping regulations already in place, nicotine pouches may appeal to Canadians seeking a smoke-free, low-maintenance way to manage cravings.
Potential for Harm Reduction
Studies from the U.S. and Europe suggest that nicotine pouches share a similar toxicological profile with nicotine lozenges and gum, placing them on the lower end of the harm spectrum compared to cigarettes or snus.
For example, a 2021 study by Azzopardi et al. found that modern, tobacco-free pouches contain significantly fewer toxicants than combustible tobacco products.
Although not approved as official cessation aids, many adults use them as a personal harm reduction alternative.
In a small pilot trial by Yale University, smokers who switched to pouches reduced their daily cigarette consumption significantly. Participants using higher-strength pouches (6mg or more) showed greater reductions and higher short-term quit rates than those using lower-strength options.
While long-term data in Canada is still limited, these findings indicate a promising pathway for harm reduction if pouches are used responsibly within a regulated framework.
The Road Ahead for Canada’s Smoke-Free Future
Ten years after nicotine pouches entered the U.S. market, the evidence points toward their role as a less harmful alternative for adult smokers.
In Canada, ongoing research and regulatory clarity will determine how this category evolves—balancing public health objectives with consumer demand for choice and accessibility.
At BestPouches.ca, we continue to support education around responsible nicotine use and promote legal, compliant products designed for adult consumers.