The Vaper Expo 2024

Note – This article was written prior to the updated UK Tobacco and Vapes Bill – read about the impact on nicotine pouches here.

Since 2020, I’ve been using nicotine pouches and writing about them, mainly through reviews on a site I ran called Nicotine Freak. Back then, the audience for pouches was small, with the product occupying a niche within the broader nicotine landscape. But things are changing. A product that was once on the fringe is now quickly shifting towards the centre, and nowhere was this shift more apparent than at The Vaper Expo 2024 in Birmingham.

I attended the expo in my capacity as UK Director of Considerate Pouchers. Director of WeVape Mark Oates and myself spoke to the visitors and crowd, focusing on the important role flavours play in help users move away from smoking.

Given my history reviewing pouches, I came across a few familiar faces and brands, as well as new players breaking into the market. While I’ve dabbled with vapes myself, my focus has always been on pouches, so I was curious to see what a vape-centric event might have in store. To say I was surprised by the sheer prevalence of nicotine pouches would be an understatement…

Nicotine Pouches: From Niche to Mainstream

Juesday, Megamossa, Hidden Hills, Snü, It’s, Elux (yes, the vape giants), Kingston, NicFresh, Clew, 77, Chapo, Angel, Ninja, Wham—plus a few I likely missed—were all on prominent display at the expo. Not only did I find the stands packed with a variety of pouch brands, but I also noticed a solid presence from pouch packaging companies and white-label manufacturers. At first, it felt strange to have exhibitors enthusiastically explaining pouches to me; after all, I’ve spent years on the other side, introducing others to these products.

Interestingly, there was a complete absence of big tobacco companies. Despite their dominant share of the market, they were nowhere to be seen at this event, which gave the floor entirely to independent brands and new players. Whether they weren’t welcome or simply uninterested in this kind of grassroots expo, it’s hard to say. But it meant no free samples of JTI’s Nordic Spirit, one of my personal favourites. Instead, I was treated to a vast range of flavours and strengths from other brands, offering a tasting experience that, for a long-time pouch user, was a welcome—and surprising—novelty.

Elux on the other hand is a brand most vapers will of course heard of and they had a large presence showing off their latest devices as you might expect. I also didn’t expect such a prominent focus on nicotine pouches from them –

New Alternatives in the Nicotine Market

Beyond the rise in nicotine pouches, other non-vape products made a significant appearance at the expo, catering to consumers looking for nicotine alternatives without a vape device. The big standout was a new category of nicotine strips. These dissolvable, flavoured strips, typically available in a 2mg strength, are designed to be placed on the tongue, delivering a near-instant nicotine hit. The flavour is notably pleasant, but unlike the sustained experience with vaping or pouches, nicotine strips offer a quick, potent dose.

Brands like Jolt and it’s were pushing these strips, showcasing a fast, portable alternative to traditional options. Nicotine gum was also present at the expo, though it didn’t seem to receive the same level of focus or investment. Altogether, the range of these products reflects a clear trend: there’s a serious push to expand non-vape nicotine alternatives, with considerable resources aimed at drawing in consumers who may be hesitant about conventional vaping.

Some of the advertising was perhaps a little questionable…

Pouches and their place in the market

It’s fantastic to see nicotine pouches featured so prominently at a major event, but it also brings up some concerns for me—chiefly, the risk that pouches could face the same scrutiny and “witch hunt” as vapes. Have they benefited from flying under the radar up until now?

One of the advantages of nicotine pouches in the general market (think of the cans you might pick up in a convenience store) is that they don’t seem to carry the same youth appeal problem as vapes. For the most part, pouches have avoided the trap of outlandish flavour names. If you want raspberry, you buy raspberry—not “triple berry red razz rainbow ice.” That said, I do have reservations about the higher-strength options, which sometimes seem excessive. From what I’ve been told by multipe sources, though, these stronger pouches exist to meet genuine demand.

Nicotine pouches have the potential to be a responsible alternative, but they could just as easily morph into a high-strength, borderline-novelty product if marketing veers into risky territory. It’s my view that we need to avoid that at all costs. From what I observed at the expo, most brands seem to have steered clear of overly provocative marketing. With a couple of exceptions – yes, I noticed the less than subtle nods to a certain famous drug dealer – most pouch brands avoided the kind of youth-centric appeal or gimmickry that could raise alarms. There was some polish and glamour to the presentation of course, but thankfully, nothing that felt immediately problematic in terms of targeting younger audiences.

Policy Push and Market Pull

Recent government policy in the UK is driving some major shifts in the nicotine industry. In the latest budget, the introduction of a new vape tax—£2.20 per 10ml of vape liquid—is set to hit the market by October 2026. This move aims to curb uptake, particularly among non-smokers and younger people. Alongside the tax, a ban on disposable vapes is coming into force in June 2025.

These changes are clearly pushing brands to rethink their strategies, and the impact was clear at the Vaper Expo 2024. The emphasis on alternatives like nicotine pouches, dissolvable strips, and gums shows that the industry is preparing for a new chapter. Instead of relying on traditional vape products, companies are diversifying into other forms of nicotine that sidestep the policy-driven roadblocks popping up around vaping.

The shift to pouches feels particularly notable; for a product that’s managed to avoid the youth appeal issue plaguing vapes, pouches are fast becoming a focal point. From the number of pouch brands on display to the energy around sampling and tastings, it was clear that industry players see nicotine pouches as both a response to regulation and a new opportunity. With the upcoming vape restrictions on the horizon, nicotine pouches and other alternatives are stepping up to fill the gap.

Conclusion: Final Thoughts from the Expo Floor

Walking through the aisles at the Vaper Expo 2024, it was impossible not to feel the industry’s evolution. What started for me as a niche interest back in 2020 has now become a central focus in the nicotine market, with nicotine pouches and other alternatives gaining ground amidst shifting policies and consumer demands. The sheer presence of pouch brands, innovative nicotine strips, and even nicotine gum sends a clear message: nicotine alternatives are here to stay, and the market is adjusting rapidly to meet the moment.

As someone who’s spent years advocating for nicotine pouches, it’s both exciting and a bit daunting to see the industry expand so quickly. There’s real potential for these products to serve as a balanced, responsible alternative for adults seeking non-combustible options. However, with this growth comes responsibility—both in keeping marketing grounded and in navigating new regulatory scrutiny that’s now an inevitable part of the landscape.

If the turnout and interest at this year’s expo are any indication, we’re only at the beginning of what could be a transformative era for nicotine products. One thing’s for sure: there are going to be even more players in this space before the year’s out, and I look forward to seeing how they shape what’s turning into a whole new frontier for nicotine consumption.

Yes… it’s that easy to start a pouch brand now!

Oh and if you’re wondering what the pouches were like, I’ll be following up with a couple of range reviews soon!