Nicotine strength is the top purchase driver for nicotine pouches, while packaging and design is the lowest, according to research from pouch retailer, Northerner.
A quarter (25%) of 1,500 adults stated that nicotine strength was the key purchase driver, followed by price (19%) and brand reputation (15%). Just 4% of consumers felt that packaging was an influential factor in their purchase decision.
However, purchase drivers varied notably across age groups with nicotine strength the dominant factor influencing purchase decisions among 18–24-year-olds (32%). This is followed by convenience (13%), which is significantly higher than the overall average of 7%.
A similar pattern is seen among 25–34-year-olds, where nicotine strength remains the leading driver (25%), followed by brand reputation (16%) and price (15%).
From age 35 onwards, price becomes increasingly influential in decision-making. Among 45–54s, price is the most important factor (31%), ahead of nicotine strength (24%). This trend continues among 55–64s (33%) and 65+ consumers (31%), highlighting a clear shift towards value-led purchasing behaviour in older age groups.
Across all age groups, packaging and design remain consistently low in importance, ranging from 9% among 18–24s to 0% among those aged 65+, reinforcing the dominance of functional considerations such as strength and price over visual presentation.
The Tobacco and Vapes Act will introduce a minimum age of sale of 18 for nicotine pouches.
