Online retailer Haypp has revealed the UK’s most popular nicotine pouch and vape flavours this year.
Its 2025 Haypp Wrapped report found pouch users preferred mint flavours, while berry flavours led among vape users.
Peppermint nicotine pouches were the most popular choice, at 24%, while spearmint came second, at 14%, the report said.
For vapes, cold mint (13%) was the most popular, closely followed by blueberry (12%).
Top 5 nicotine pouch flavours:
- Peppermint 24%
- Spearmint 14%
- Cold mint 9%
- Menthol 6%
- Chili 5%
Top 5 vape flavours:
- Cold Mint 13%
- Blueberry 12%
- Mixed Berries 11%
- Tobacco 9%
- Strawberry 8%
When it came to brands, Velo and Nordic Spirit dominated the market for nicotine pouches (35% and 14% respectively). For vapes, Elf Bar (28%) and Vuse (25%) were the most favoured brands of choice.
The top 5 most popular nicotine pouch brands:
- Velo 35%
- Nordic Spirit 14%
- Zyn 11%
- On! 5%
- XQS 5%
The top 5 most purchased vape brands were:
- Elf Bar 28%
- Vuse 25%
- Lost Mary 18%
- SKE 13%
- Blu 10%
Markus Lindblad from Haypp said: “Our 2025 Haypp Wrapped report highlights that mint still dominates the flavour preferences in both the nicotine pouch and vape markets. However we can see that berry flavours are popular among vape users and chili style flavours makes it into the top 5 for pouches.
”The data is a powerful reminder that adults have varied tastes and that flavour variety is a crucial factor for adults successfully transitioning away from cigarettes. Smokers want to move away from the taste of tobacco, which is why policymakers considering the Tobacco and Vapes Bill must treat adult consumers as adults, and avoid restrictions on flavours to ensure we don’t inadvertently push people back to smoking.”
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