Nicokick.com and Northerner.com, the two leading online nicotine pouch retailers in the United States, today released the Nicotine Pouch and Oral Nicotine Report 2026. The report is an annual analysis of purchasing patterns and survey responses from their U.S. online customers. It draws on 2025 purchasing data from more than 172,000 customers and a survey of 2,245 adult nicotine pouch customers conducted between December 2025 and January 2026.
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Among survey respondents, 46 percent said quitting smoking, vaping, or both was a reason they first tried nicotine pouches. The findings indicate that online nicotine pouch customers are largely adults with prior experience using cigarettes, vaping products, or other nicotine products.
“The data suggests that an excessive regulatory focus on online sales may overlook more common sources of underage access,” said Laura Leigh Oyler, Vice President of Regulatory Affairs at Haypp Group (parent company of Nicokick.com and Northerner.com). “Online platforms use standardized, auditable compliance systems. The evidence points to physical retail as the channel that deserves greater attention.”
Who Is Buying and Why: The Switching Story
The survey found that 88 percent of respondents had used nicotine in some form before trying nicotine pouches. Quitting smoking was cited by 34 percent as a reason they first tried nicotine pouches, while 22 percent cited quitting vaping. Some respondents selected both reasons, resulting in a combined 46 percent who cited quitting smoking, vaping, or both. Among respondents who reported switching completely from cigarettes to nicotine pouches, 93 percent said they felt better after making the switch.
The average age of a first-time online nicotine pouch purchaser was 45. Adults aged 55 to 64 were the fastest-growing customer segment in 2025, increasing 26 percent from the previous year.
Online Age Verification Outpaces Physical Retail
The report also examines survey respondents’ experiences with age verification across online and physical retail channels. Among surveyed online customers, 98 percent recalled being asked to verify their age when purchasing nicotine pouches. Among respondents who purchased through physical retail, 75 percent recalled being asked to verify their age.
Nicotine pouches should never be sold or provided to anyone under 21. Among respondents who reported obtaining nicotine pouches while underage, 52 percent said they obtained them from a local shop; 23 percent said they received them from a friend, and 10 percent cited a supermarket chain. Only 5 percent reported obtaining them online.
These findings describe the experiences of the customers surveyed and should not be interpreted as a nationally representative estimate of underage access.
Online customers also reported greater engagement with product quality or safety information. Among these customers, 56 percent said they reviewed this information before purchasing, compared with 38 percent of physical retail customers.
The Growth of Illicit Sales Through Unregulated Channels
One in 10 survey respondents said they had encountered nicotine pouches they believe were being sold through illicit or unauthorized channels. Among reported illicit sale encounters, 45 percent occurred through social media and 40 percent through informal shops.
The report raises concerns that overregulation of the legal online market creates conditions for illicit trade to fill the gap. Products sold through illicit channels may lack meaningful age controls, traceable supply chains, or consistent product standards.
Additional Market Findings
After accounting for sales pauses in 15 states and the extended unavailability of the market’s leading brand, nicotine pouch sales through Nicokick.com and Northerner.com increased 22 percent in 2025.
Haypp Group tracked purchasing activity from more than 172,000 customers across Nicokick.com and Northerner.com and added 124 new product variants in 2025.
About the Nicotine Pouch and Oral Nicotine Report 2026
The Nicotine Pouch and Oral Nicotine Report 2026 was produced by Nicokick.com in collaboration with Northerner.com. It is based on a survey of 2,245 U.S. nicotine pouch customers conducted between December 2025 and January 2026 and full-year 2025 purchasing data from more than 172,000 customers. The findings reflect how customers who use the two platforms purchase products and describe their experiences and attitudes. The survey is not nationally representative of all U.S. nicotine pouch customers.
The full report is available for download here.
About Nicokick
Nicokick.com is the leading U.S. online retailer for nicotine pouches, offering more than 300 smoke-free, tobacco leaf-free products from well-known and emerging brands. As a responsible retailer, Nicokick upholds a strict age and identity verification process that ensures all orders are bought and shipped to verified adults, 21 and over. Nicokick is committed to offering nicotine alternatives to all Americans, and in particular supports military, law enforcement, first responder, and medical communities with a discount program available through Govx.com. For more information, visit https://nicokick.com/us.
About Northerner
Founded in 1998, Northerner.com has grown to become one of the world’s largest online retailers of nicotine pouches. Its U.S. platform features 200+ modern tobacco leaf-free products from leading and emerging brands. Dedicated to responsible retailing, Northerner uses robust age and identity verification prior to allowing any transaction on site. Northerner is committed to offering nicotine alternatives to all Americans and, in particular, supports the military, law enforcement, first responder, and medical communities through a discount program available through Govx.com. For more information, visit www.northerner.com.
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