New Survey Highlights Persistent Confusion About Relative Risks of Nicotine Products Among U.S. Adults

Findings suggest many respondents do not distinguish between cigarettes and non-combustible nicotine products when assessing health risks

WASHINGTON--(BUSINESS WIRE)--A new survey commissioned by Haypp Group, parent company of Nicokick.com, and conducted by Censuswide suggests that a large segment of U.S. adults misunderstands the relative risks associated with different nicotine products. The findings indicate that many respondents do not clearly distinguish between combustible cigarettes and modern non-combustible nicotine products such as nicotine pouches and vaping products.

The results are detailed in the Nicotine Product Harm Perception Report 2026 and are based on responses from 1,973 U.S. adults aged 21 and older.

Among the key survey findings:

• 73.0% of respondents said vaping is as harmful as or more harmful than smoking cigarettes
• 60.6% said nicotine pouches are as harmful as or more harmful than cigarettes
• 64.9% said nicotine causes cancer
• 45.7% said nicotine is the most harmful part of a cigarette

Those findings are consistent with concerns raised by FDA and Rutgers researchers: many adults still conflate nicotine with the harms of smoke exposure, even though nicotine, while addictive, is not the primary cause of smoking-related cancer and lung disease.

“The survey points to a persistent gap in how many adults understand nicotine and relative product risk,” said Laura Leigh Oyler, Vice President of Regulatory Affairs at Haypp Group. “Cigarettes remain uniquely harmful because of combustion, yet many respondents viewed smokeless nicotine alternatives as the same. For public health communication to be trusted and effective, information about nicotine and traditional tobacco products should be clear, evidence-based, and grounded in the scientifically established differences in risk across product categories.”

The report also explored perceptions around smoking culture and visibility. While smoking prevalence in the United States remains near historic lows, younger respondents were more likely than older respondents to describe smoking as culturally visible or socially appealing.

Among respondents aged 25–34:

- 36.3% agreed that smoking is “back in fashion”
- 25.0% agreed that “smoking is cool”
- 39.1% said they are seeing more images of celebrities or influencers smoking than in previous years

The report emphasizes that these findings reflect attitudes and perceptions rather than evidence of increased smoking behavior. U.S. smoking rates have declined significantly over the past two decades, from 20.9% in 2005 to approximately 9.9% in 2024.

The survey also found a gap between respondents’ confidence in their understanding of nicotine risks and their answers to knowledge-based questions. While 68.9% said they feel informed about the risks of different nicotine products, many also selected responses that do not align with current evidence on nicotine itself and the role of combustion in smoking-related disease.

The full Nicotine Product Harm Perception Report 2026, which includes detailed breakdowns by age, gender, region, and nicotine user type, is available on request at [e-mail].

About Haypp Group

Haypp Group is leading the global shift from smoking to oral nicotine products. With roots in the pioneering smoke-free alternative markets of Scandinavia, Haypp uses its regulatory expertise and e-commerce leadership to bring compelling value to over 1.1 million consumers. Operating through eleven distinct e-commerce brands, the Group is active across six countries in Europe and the USA. Haypp Group's e-commerce sites in the U.S. are: Nicokick.com and Northerner.com.

About Nicokick

Nicokick.com is the leading U.S. online retailer of nicotine pouches, offering more than 300 smoke-free, tobacco-leaf-free products from well-known and emerging brands. As a responsible retailer, Nicokick upholds a strict age and identity verification process that ensures all orders are bought and shipped to verified adults, 21 and over. For more information, visit https://nicokick.com/us.