New international research showing rapidly growing nicotine pouch use among adult New Zealand smokers strengthens the case for making these safer alternatives legally available to help the country reach its smoke-free goal.
Two surveys conducted a year apart found awareness of pouches increased from 22% to 37%, while reported current use rose from 1% to 14%.
Among current users in 2026, 21% said they used pouches as a step towards becoming smoke-free, 20% towards becoming nicotine-free and 19% to replace some of their cigarettes.
The findings are published in a Public Health Communication Centre (PHCC) briefing by researchers from the University of Auckland, Flinders University, the University of Minnesota, Wake Forest University and the University of Toronto.
Professor Marewa Glover, an Auckland-based behavioural scientist, says the research highlights demand in New Zealand for additional ways to leave smoking behind.
“New Zealand has made extraordinary progress, with vaping helping many adults move away from cigarettes,” she said. “Getting over the smoke-free line will require us to reach people who need a different option.
“These findings show that some adults who smoke are already turning to nicotine pouches to quit or reduce their cigarette consumption. That should encourage policymakers to consider how regulated access could support them.”
New Zealand has halved daily smoking rates in less than a decade, from 15.1% of adults in 2014/15 to 6.8% in 2022/23, helped by vaping as a risk-reduced alternative. Yet the national rate has stalled for past three years and stood at 6.8% in 2024/25 – tantalisingly short of the 5% global threshold for smoke-free status.
The current government has signalled that it intends to further support smoking cessation by allowing the sale of more reduced-risk products, including pouches that are currently illegal to sell or supply but can be imported for personal use.
Pouches produce no smoke or vapour and require no device or charging. Dr Glover said those characteristics could appeal to adults who find vaping or existing cessation products unsuitable.
“There is no single pathway out of smoking,” she said. “Public-health interventions need to fit people’s lives, preferences and circumstances. A wider choice could make a real difference for those still carrying the greatest burden of smoking.”
Read more about New Zealand’s big challenge here: https://smokefreesweden.org/what-will-it-take-to-complete-new-zealands-fight-against-smoking-by-prof-marewa-glover/
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