There is still an alarming smoking problem in Nigeria, which is blamed on a number of reasons but the biggest issue is the government’s failure to address the growing epidemic. This alone is one of the biggest hurdles that adult smokers in the country face. There’s little education on the dangers of smoking although in recent years, more information has (albeit slowly) begun to circulate.
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Nearly 16,000 people die in Nigeria every year, as a result of smoking and there are over 3.5 million adult males who smoke, along with 265,000 women – a total of 5.2% of Nigerian adults. As well as the societal harm, cigarette ends are responsible for environmental damage – and estimates indicate that nearly 3,500 tons of cigarette ends a year add to the already monumental toxic landfill in Nigeria.

Another monumental problem that’s a contributory factor is the tobacco manufacturing industry in Nigeria. In 2023 alone, there were almost 17,476,900,000 cigarettes produced in the country. The industry is essential to the country’s economy.

Despite the government’s lackadaisical approach to smoking, there are smoking laws in place dating back to 2006. Smoking is restricted in many public places, but there are designated smoking areas. It is also banned on public transport and in some outdoor spaces such as restaurants, bars, public parks and bus shelters. General tobacco advertising is not permitted but tobacco manufacturers and retailers may market their products to adults. Cigarettes have warnings and labelling and under 18s may not purchase cigarettes. E-cigs are barely regulated. There are no restrictions on using e-cigs, advertising or warnings. Although there are rules and regulations, there are loopholes and enforcement is not as effective as it should be.

The Role of Public Health Campaigns in Reducing Smoking in Nigeria
One public health campaign that does have some impact is Tobacco Harm Reduction. This has made some progress in helping reshape Nigerians’ perception of cigarettes, advocating for better strategies to help reduce the smoking problem and actively promoting vaping as a suitable replacement. There’s no doubt that this campaign is beginning to see results, but it is concerning that it actively promotes vapes as a harm reduction tool. Vapes also are peppered with health issues. They’re especially dangerous to the respiratory system and many vape juices contain tobacco, which is a known carcinogen, the most dangerous ingredient in smoking (more on this later).

However, it is interesting to note that in the past five years there’s been a slight shift away from smoking for many adults, with the introduction of new, smokeless alternatives – particularly white snus. Since these products appeared in Nigeria over the past few years, people have begun to discover the benefits of these smokeless alternatives. Perhaps Nigeria’s smokers aren’t moving to nicotine pouches because of their healthier aspect, but it’s more likely because they’re heavily publicized on social media and used by high-profile footballers, actors, music stars and influencers. Whatever reason, nicotine pouches are helping smokers in Nigeria to quit for good.

Nicotine Pouches: A Safer Choice for Consumers Looking to Quit Smoking
Let’s discuss nicotine pouches. These products are essentially a nicotine replacement therapy (NRT). They resemble tiny sachets that are highly perforated and very soft, which is essential as these products are worn in the mouth (although never ingested). Each sachet contains a concentration of pure-grade nicotine, flavorings that are similar to vape juices, water, sweetener and plant-based fibers.

Using nicotine pouches is easy, they fit under the top or bottom lip or slip inside the cheek. As soon as they’re in position, they begin to release nicotine and flavorings, which mingle together and absorb through the mouth’s membranes. This creates a sensation known as a Nic-Buzz which feels like a pleasant tingling, an energy rush, elation and relaxation. What’s more, the feeling lasts for a minimum of 30 minutes, sometimes up to two hours. It’s the sensation created by nicotine that guards against cigarette cravings.

What’s really important to note is that Nicotine pouches are tobacco-free and fume-free. Tobacco is the harmful ingredient in cigarettes (and some vapes). It’s a known carcinogen, responsible for countless cancers. The fumes in cigarettes destroy the respiratory system and pose great risk to the cardiovascular system. They also pollute the air quality and impact other people, because of the dangers of passive smoking. Nicotine pouches don’t involve inhalation or tobacco, so they are healthier and safer than smoking. Of course, while nicotine is a stimulant, it has plenty of known benefits, especially boosting cognitive behavior. So, for Nigerians who want a pleasurable alternative, nicotine pouches fit the bill and they’re cheaper than a pack of cigarettes, which is important to cash-strapped Nigerians. That’s why these smokeless alternatives are becoming more and more popular as a result.

Young Nigerians Leading the Shift Towards Smoke-Free Living
There are other reasons why nicotine pouches are becoming a staple smoking replacement in Nigeria and that’s down to the younger adult population. The growth of social media, as mentioned above, has allowed Nigerians to adopt trends from Western countries – there are 31.6 million active social media users in Nigeria, with Instagram being one of the top platforms. Nearly 13 million Nigerian adults use Instagram, which equates to 5.4% of the population. 39% of users are aged between 25 and 34, and 33.2% between 18 to 24. Instagram is integral to the success of nicotine pouches in Nigeria! One great example is influencer and comedian Joe Rogan, who has an avid Instagram and YouTube following and regularly discusses his love for nicotine pouches. On the topic of YouTube, this is another strong platform in Nigeria, projected to reach nearly 12 million Nigerian users this year (2025) and all platforms, including TikTok and Facebook regularly display nicotine pouch content to young Nigerians. Therefore, arguably, it is the younger population who are leading the shift towards smoke-free living in Nigeria.

The Economic and Environmental Impact of Reducing Tobacco Use
It’s heartening to see a genuine move over to smokeless alternatives in Nigeria, but it’s necessary to note that the government is not as focussed as it could be on tobacco harm reduction. That is because there is a buoyant tobacco industry in Nigeria and without it, the economy would suffer. Nigeria’s tobacco products revenue is expected to reach $2.3 billion this year (2025) and nearly 6,000 tons of tobacco are farmed every year in Nigeria. Tobacco farming and manufacturing in Nigeria is its main export – with British American Tobacco having the largest share (78.6%). Without the tobacco industry, the economy would collapse. This is one reason why the government isn’t as supportive of tobacco reduction but there is still plenty of room for action. For example, cigarettes are cheap to buy in Nigeria, higher taxation could generate more revenue for the government and higher tax on manufacturers too would also make a difference.

The Future of Smoke-Free Alternatives in Africa
Smoke-free alternatives will grow in Nigeria and in other African countries. The global market share for nicotine pouches is on an upward trajectory. Currently, it’s worth $3.4 billion and it’s due to grow by 34.4% CAGR over the next 5 years. What’s more, the big tobacco industry giants such as PMI (Philip Morris International), BAT (British American Tobacco) and JTI (Japan Tobacco International) all have their own smokeless categories, so they will look to continue to cement their smokeless products in the Nigerian market, in the same way as they’ve cemented them in other markets.

To Summarize
While Nigeria has a smoking epidemic it’s positive to note a slight shift toward smoke-free alternatives. While some of that move is because more Nigerians are aware of the dangers of cigarettes, it’s more likely that social media and the sharing of content has contributed to the growth of the smokeless category. Nicotine pouches have also grown in popularity because of their affordability and convenience and on a positive note, they’re helping to reduce the environmental harm caused by smoking in Nigeria. Despite the economic reliance on Nigeria’s tobacco industry, there is growing potential for smoke-free alternatives to flourish. With the right policies and increased public education, Nigeria can continue to reduce smoking rates and promote a healthier, smoke-free future for its citizens.
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