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Nicotine Pouches in the GCC: An Emerging Consumer Trend
Nicotine pouches are becoming an increasingly visible nicotine category across the Gulf Cooperation Council (GCC). Unlike traditional snus, nicotine pouches contain nicotine without tobacco leaf and are designed to be used orally without smoking or vaping. Recent research from Saudi Arabia shows substantial awareness and reported use among adults, while regulations are continuing to develop across GCC markets.
Key Takeaways
- Nicotine pouches are gaining awareness across GCC markets, particularly in Saudi Arabia and the UAE.
- A 2026 Saudi Arabian study found that 66.5% of surveyed adults had heard of nicotine pouches, while 27.6% reported current use.
- The UAE introduced a specific technical regulation for tobacco-free nicotine pouches in 2025, creating a defined regulatory framework for the category.
- Consumer interest is linked to characteristics such as smoke-free use, discreet format, portability, and different nicotine strengths.
- Regulations and market conditions differ between GCC countries, so consumers and businesses should check the requirements applicable in their specific country.
What Are Nicotine Pouches?
Nicotine pouches are small oral pouches containing nicotine, flavouring ingredients, and other materials. They do not contain tobacco leaf and are normally placed between the upper lip and gum, where nicotine is absorbed through the oral tissues.
This makes nicotine pouches different from traditional snus, which contains tobacco.
They are also different from cigarettes and vapes because they do not require combustion or inhalation.
Why Are Nicotine Pouches Becoming More Popular in the GCC?
Several characteristics have contributed to the growing visibility of nicotine pouches in Gulf markets.
The products are small, portable, smoke-free and do not produce vapour or tobacco smoke. These characteristics can make them suitable for situations where smoking or vaping is inconvenient or restricted.
The category has also expanded internationally, with nicotine pouches now available in numerous markets outside their Scandinavian origins. Research published in 2026 notes that the products have expanded into more than 30 countries, including markets in the Gulf region.
What Does Recent Saudi Arabian Research Show?
Saudi Arabia provides one of the clearest examples of the emerging GCC nicotine-pouch market.
A nationwide 2026 study involving 1,361 adults in Saudi Arabia found that 66.5% had heard of nicotine pouches, 37% had used them at some point, and 27.6% reported current use. The study also found that awareness and use were higher among men, younger adults and employed respondents.
Another Saudi Arabian study published in 2026 found that among surveyed adult nicotine-pouch users, 10 mg was the most commonly reported strength, while smoke-free and odour-free use were among the commonly perceived advantages.
These studies do not represent the entire GCC population, but they provide useful evidence that nicotine pouches have moved beyond being an unfamiliar product category in at least one major Gulf market.
How Does the GCC Nicotine Pouch Market Differ From Traditional Snus?
The terms “snus” and “nicotine pouches” are sometimes used interchangeably, but they are not the same product.
| Feature | Nicotine Pouches | Traditional Snus |
|---|---|---|
| Tobacco leaf | No | Yes |
| Oral use | Yes | Yes |
| Smoke | No | No |
| Vapour | No | No |
| Nicotine | Yes | Yes |
| Flavour options | Multiple | Multiple |
| Product format | Small pouch | Moist tobacco pouch |
| Regulatory classification | Varies by country | Varies by country |
The distinction is particularly important in the GCC because countries can regulate tobacco-containing oral products differently from tobacco-free nicotine products. A 2025 regional regulatory analysis identified nicotine pouches as a developing category across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE, with different regulatory approaches emerging between markets.
Which GCC Countries Are Seeing Growing Interest?
Interest in nicotine pouches is developing across several GCC markets, although the maturity of each market is different.
Saudi Arabia
Saudi Arabia is currently one of the most visible nicotine-pouch markets in the region. Market research has identified strong growth potential for the category, particularly following the introduction of DZRT in 2023.
Recent academic research also provides direct evidence of substantial awareness and reported use among Saudi adults.
United Arab Emirates
The UAE has also established a defined regulatory framework for tobacco-free nicotine pouches.
According to regulatory analysis published in April 2026, UAE Cabinet Resolution 2/2025 introduced the technical regulation UAE.S 5061:2025 for tobacco-free nicotine pouches, with the regulation coming into effect on 29 July 2025.
The UAE Ministry of Industry and Advanced Technology also lists legislation concerning electronic nicotine products and related tobacco-equivalent products.
For consumers in Dubai and other Emirates, this development represents an important step toward a more clearly defined market.
Bahrain, Kuwait, Oman and Qatar
The remaining GCC markets are also part of the developing regional nicotine-pouch landscape.
However, regulatory treatment, product requirements, taxation, marketing restrictions and permitted sales channels can differ significantly between countries. For that reason, it is better to consider the GCC as a collection of individual markets rather than one unified nicotine-pouch market.
Why Do Consumers Choose Nicotine Pouches?
Consumer preferences vary, but research from Saudi Arabia highlights several characteristics that help explain the category’s appeal.
In one 2026 study, participants identified smoke-free use and odour-free use among the commonly perceived advantages of nicotine pouches.
The format also offers portability. A small pouch can be carried easily and used without producing smoke or vapour.
Another factor is product variety. Nicotine pouches are available in different nicotine strengths and flavours, allowing adult consumers who already use nicotine products to encounter a wider range of options.
These characteristics help explain why nicotine pouches are increasingly visible alongside other modern nicotine categories.
Are Nicotine Pouches the Same as Smoking or Vaping?
No.
Cigarettes involve combustion and inhalation of tobacco smoke. Vapes heat a liquid or other material to produce an aerosol that is inhaled. Nicotine pouches are used orally and do not involve inhalation.
However, the absence of smoke does not mean nicotine pouches are risk-free.
Nicotine is an addictive substance, and current research continues to examine the long-term health effects and patterns of nicotine-pouch use. Recent Saudi research specifically highlights concerns around dependence and the need for better understanding of long-term effects.
Nicotine pouches should therefore not be treated as harmless products simply because they are tobacco-free or smoke-free.
How Is Regulation Developing Across the GCC?
Regulation is one of the most important factors shaping the future of nicotine pouches in the Gulf.
The category does not have one single GCC-wide regulatory system covering every aspect of production, importation, taxation, packaging, advertising and retail.
Instead, individual countries are developing their own approaches.
The UAE, for example, now has a specific technical regulation for tobacco-free nicotine pouches. Saudi Arabia is also regulating nicotine products through its existing regulatory framework, while academic researchers have identified areas where further specific rules may be required.
This means businesses operating across the GCC need to evaluate each market independently rather than assuming that requirements in one country automatically apply elsewhere.
What Could the Future of Nicotine Pouches Look Like in the GCC?
The available evidence suggests that nicotine pouches are likely to remain an important emerging nicotine category in the Gulf.
Saudi Arabia already has measurable adult awareness and reported use, while the UAE has introduced a specific technical standard for tobacco-free nicotine pouches. Market analysts have also identified the wider GCC as a region where the category is developing rapidly.
The next stage of the market is likely to involve greater regulatory clarity, more established brands, increased consumer awareness and stronger requirements around product quality and responsible marketing.
For consumers, understanding the difference between nicotine pouches, snus, vaping products and traditional tobacco remains important.
Frequently Asked Questions
Are nicotine pouches becoming popular in the GCC?
Yes. Nicotine pouches are an emerging nicotine category across the GCC, with particularly strong evidence of awareness and use in Saudi Arabia. A 2026 study of 1,361 Saudi adults found that 66.5% had heard of nicotine pouches and 27.6% reported current use.
Are nicotine pouches legal in the UAE?
Nicotine pouches are regulated in the UAE, and a specific technical regulation for tobacco-free nicotine pouches, UAE.S 5061:2025, came into effect on 29 July 2025. Businesses must still comply with applicable product, sales, taxation, packaging and other regulatory requirements.
Are nicotine pouches the same as snus?
No. Nicotine pouches and snus are different products. Nicotine pouches generally contain nicotine without tobacco leaf, whereas traditional snus is a tobacco-containing oral product. Their regulatory treatment can also differ depending on the country.
Why are nicotine pouches becoming popular?
Their small format, portability and smoke-free, vapour-free use are among the characteristics associated with their growing appeal. Saudi Arabian research has also identified odour-free use and convenience-related perceptions among reported consumer advantages.
Are nicotine pouches risk-free?
No. Nicotine pouches contain nicotine, which is addictive, and they should not be considered risk-free. Research continues to investigate their long-term health effects, dependence potential and broader public-health impact.
Final Thoughts
The GCC nicotine-pouch market is moving from an emerging category toward a more established part of the regional nicotine landscape.
Saudi Arabia provides clear evidence of growing adult awareness and use, while the UAE has introduced a dedicated technical framework for tobacco-free nicotine pouches. At the same time, regulatory approaches remain different across GCC countries.
For anyone following the development of nicotine products in the Gulf, nicotine pouches are a category worth watching as consumer preferences, regulation and product standards continue to evolve.
