Search Trends Show More Americans Switching to Nicotine Pouches

Across the US, more people are making the switch from traditional smokeless tobacco—like dip, chew, and snus—to modern alternatives like nicotine pouches than ever. And it’s not just something we’re seeing in stores or hearing from Northerner customers—it’s a trend showing up everywhere, including a noticeable spike in online searches.

Our analysis of Google search trends shows steady growth in interest for nicotine pouches, while searches for smokeless tobacco are trending in the opposite direction.

This change reflects how people are rethinking their routines, looking for mess-free and more importantly, tobacco leaf-free options that better fit their lifestyles. 

One of the clearest signs of shifting interests? What people are searching for online. According to Google search volume trends, nicotine pouches are becoming a go-to for adult nicotine consumers—and fast.

Take a look at the numbers from 2016 to 2025*:

• Smokeless tobacco – down 33.97%

• Chewing tobacco – down 29.57%

• Dip tobacco – down 27.02%

• Nicotine pouches – up a massive 11856.52%

That’s not a typo. The spike in searches for nicotine pouches is huge—and it’s not slowing down either. These numbers don’t just reflect curiosity; they show that pouches are becoming part of the everyday conversation around nicotine.

*These numbers reflect search volumes for exact-match queries only and don’t account for all variations or related search terms.

We’ve seen interest in nicotine pouches grow consistently over the last few years, especially among people looking for tobacco-free options that fit into their daily routines.

Sophia Lopez - Digital Marketing Specialist, Northerner

While nicotine pouches are trending up, smokeless tobacco products are moving in the opposite direction. Google search trends from 2016 to 2025 show that interest in these products is steadily declining—searches for “smokeless tobacco” dropped by 33.97%, “chewing tobacco” fell by 29.57%, and “dip tobacco” decreased by 27.02%.

This downward trend suggests that while these products still have loyal users, fewer people are actively searching for them or considering them as new options. In contrast, nicotine pouches offer a more convenient, mess-free experience—without the tobacco. And based on the data, that shift is clearly resonating with today’s users.

When we break it down by brand, the picture becomes even clearer. Some names in the smokeless tobacco space are seeing a dip in visibility, while pouch brands continue to rise in popularity.

For example, while ZYN leads with the highest monthly search volume among pouch brands, searches for  VELO, On! and Rogue are also climbing steadily—wherease tobacco-based brands don’t seem to be gaining the same momentum. ZYN’s surge in popularity has even led to recent product shortages in some areas, highlighting just how strong the demand has become.

This brand-level insight helps show where consumer curiosity is strongest—and where habits are changing the fastest.

Everyone has their own reasons for switching to nicotine pouches. Some are looking for something that fits better into a busy day. For many, it's about cutting back on tobacco without cutting out nicotine altogether. 

What’s clear is that nicotine pouches boast plenty of benefits over traditional tobacco products. They come in a wide variety of flavors and strengths—and unlike cigarettes, you don’t need to step outside or find a designated area to use them. They’re also portable, so there’s no need for extra equipment, and they’re free from the mess you might associate with other products that produce spit or ash.

Search trends suggest this is more than a passing interest—it’s a growing movement. And it’s not just speculation: according to the Nicotine Pouch Report we co-authored with Nicokick, more and more people are making the switch as they look for a cleaner, more convenient alternative to traditional tobacco.

If you’ve been wondering whether nicotine pouches are really gaining traction in the U.S.—or if it's just a vocal minority—the data speaks for itself. At Northerner, we’re seeing more and more people searching for, learning about, and actively making the switch from smokeless tobacco. And it’s showing up in everything—from generic terms like “nicotine pouches” to specific brands like the new “ALP”. Curious? Browse our full assortment to see what’s out there.