The Differences Between Vapes, HTPs, and Nicotine Pouches

Global health authorities are confronting a rapidly shifting landscape of nicotine consumption as millions pivot toward e-cigarettes, heated tobacco products (HTPs), and nicotine pouches. Driven by aggressive market expansion and concerning youth adoption rates, these emerging products are complicating international public health strategies.

While some evidence suggests potential smoking cessation benefits for certain demographics, the rampant rise of “dual use” and the introduction of highly addictive substances to non-smokers are raising severe health concerns worldwide. Navigating this complex area requires a clear understanding of what these products are, who controls them, and how they are actually being used.

Understanding E-Cigarettes (Vapes)

Commonly known as vapes, ENDS (electronic nicotine delivery systems), or ENNDS (electronic non-nicotine delivery systems), e-cigarettes rely on a battery-powered device to heat a liquid. The resulting emissions are then inhaled by the user.

These e-liquids often contain nicotine in the form of a dissolved salt. The devices themselves come in various formats, including pod or tank styles where the liquid is sold separately, or pre-filled “disposables” that are ready to use immediately.

According to Euromonitor data, the global vaping market is unique because it is not entirely dominated by traditional cigarette manufacturers. Many of the most popular global brands are Chinese, such as Stag Bar, Elf Bar, and Lost Mary. Big Tobacco companies—including Philip Morris International, British American Tobacco, Japan Tobacco, and Imperial Brands—control only about 21% of the market. British American Tobacco holds the largest traditional corporate share with its Vuse brand at over 17%.

Global Vaping Usage Trends

The World Health Organization (WHO) estimates that over 86 million adults and 14 million children aged 13 to 15 use e-cigarettes worldwide. This equates to roughly 2% of the adult population and a staggering 7% of young adolescents.

The WHO data highlights a severe demographic skew: children are, on average, nine times more likely to use e-cigarettes than adults. Furthermore, similar to traditional combustible cigarettes, usage is higher among males than females.

While there is evidence that e-cigarettes can help smokers quit—potentially outperforming traditional nicotine replacement therapies—a major public health hurdle remains. Many users engage in “dual use,” continuing to smoke traditional cigarettes alongside vaping, which does not lead to true smoking cessation.

More concerningly, e-cigarettes are attracting individuals who have never smoked. This exposes non-smokers to adverse health events, and young vapers are approximately three times more likely to eventually transition to smoking combustible cigarettes.

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Heated Tobacco Products (HTPs)

Often marketed as “heat-not-burn” or modified risk tobacco products, HTPs fundamentally differ from vapes. These battery-powered devices heat actual tobacco leaf, typically held within a small, cigarette-like stick.

Some variations, known as hybrids, heat a non-nicotine or low-nicotine liquid and pass that vapor through a tobacco-containing pod. In all cases, the user inhales the resulting emissions. The devices and the tobacco sticks are usually sold separately and often under different brand names.

Unlike the fragmented vape market, the HTP sector is heavily consolidated. Big Tobacco controls approximately 88% of this market. Philip Morris International’s IQOS brand alone accounts for over 68% of the global market share, followed by other corporate brands like Glo, Ploom, Pulze, and Lil.

HTP Adoption and Health Impact

While global data on HTPs is less comprehensive than vaping data, sales have risen sharply. Data from 42 mostly higher-income countries indicates that about 5% of people have tried HTPs, with usage peaking among young adults and males.

Japan represents the largest HTP market, where 11% of the population used them in 2025. Evidence suggests this rise contributed to a decline in traditional smoking in Japan. However, on a global scale, HTPs do not appear to be effectively helping smokers quit or reduce their overall tobacco consumption.

Dual use remains highly prevalent among HTP users. Furthermore, reports indicate that HTPs can actually increase the likelihood of relapse among former smokers. Alarmingly, adolescents are over twice as likely as adults to have tried an HTP, drawing in populations that had never previously used tobacco.

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The Rise of Nicotine Pouches

Nicotine pouches—also referred to as modern oral products, white snus, or “deckys”—are permeable pouches containing dehydrated nicotine, water, cellulose, flavors, additives, and sweeteners. Users place the pouch between their lip and gum, allowing the nicotine to absorb directly into the bloodstream.

The nicotine used can be extracted from tobacco leaves or created synthetically in a laboratory. These products are typically sold in small tins containing 15 to 20 pouches.

Big Tobacco also dominates this rapidly growing sector, controlling around 67% of the market. Philip Morris International’s Zyn brand leads with over 41% market share, alongside other major brands like Velo, Nordic Spirit, On!, and Rogue.

Nicotine Pouch Usage and Misconceptions

Sales of nicotine pouches have exploded globally. In Sweden, where they were first launched, 5% of the population used them daily in 2024. In the United States, usage is spiking, particularly among younger demographics and men.

Poly-usage—consuming pouches alongside other nicotine products—is increasingly common, especially among youth. Like vapes and HTPs, pouches are also attracting individuals who have never smoked.

There is limited evidence supporting the idea that nicotine pouches aid in smoking cessation. Industry claims often cite the “Swedish Experience,” where smoking rates are low and pouch use is high. However, public health experts warn against this comparison. Traditional Swedish “snus” contains tobacco leaf, unlike modern nicotine pouches, and Sweden’s low smoking rates are also heavily attributed to strict national tobacco control measures.

Concerning trends include users placing multiple pouches in their mouths simultaneously and migrating to higher-strength products. While some users claim pouches enhance sports performance or workplace productivity, the highly addictive nature of nicotine leads to rapid dependence and withdrawal symptoms that quickly negate any perceived gains.

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