More than half of nicotine pouch users in the EU are under 40 years old.

Omissions

• The exact figure ('more than half of nicotine pouch users are under 40') appears explicitly in only one source, a health-sector news report; no primary official EU statistic (Eurobarometer or Commission report) publishing an age breakdown of EU nicotine pouch users could be located.
• The corroborating prevalence data are national, not EU-wide: the UK ASH survey (2.6% of 18–34 year-olds using pouches in 2025 vs 0.2% of those over 55) and a Polish nationwide study (highest ever-use among 18–29 year-olds).
• No data period is specified by the speaker; the most recent pre-session data available concern 2024–2025 surveys.

Sources

• AcademicBMJ Public Health – Awareness and use of oral nicotine pouches among youth and young adultsAcross all countries, awareness of nicotine pouches increased among youth and young adults between 2022 and 2024 (all p<0.001).
• AcademicJankowski M. et al. – Awareness and use of nicotine pouches in a nationwide survey (PMC)In this study, the prevalence of ever heard and ever use of nicotine pouches was also the highest among young adults – 38.6% of adults aged 18–29 years had ever used...
• SecondaryVital Signs News – Inside EU Health: Nicotine and tobacco"More than half of nicotine pouch users are under 40, one in five consumers of tobacco and nicotine products aged 15 to 19 years started by..."
• SecondaryBBC News – Rise in awareness of nicotine pouches among childrenThe survey indicates 2.6% of 18-34 year olds reported using pouches in 2025, up from 1.2% in 2023... there is a strong gender divide among nicotine pouch users, with men under 40 three times more likely to use pouches than women.
• SecondaryASH – New data shows surge in youth awareness of nicotine pouchesThe current use rate is 2.6 percent in 18 to 34-year-olds compared to 0.2 percent in adults aged over 55.