A new Léger survey commissioned by Imperial Tobacco Canada has revealed a growing issue in Canada’s smoking‑cessation landscape. The findings indicate that limited access to Health Canada authorized nicotine replacement therapy pouch products may be pushing adult smokers toward unregulated alternatives. The survey, conducted online between January 27 and February 11, 2026, highlights a disconnect between the current regulatory framework and the behaviour of adult smokers who are seeking lower‑risk options.
Among adult smokers who also use nicotine pouches and smoke at least weekly, eighty‑six percent agreed that restricting access to authorized NRT pouch products contributes to the purchase of illicit versions. The data suggests that many adult smokers are not choosing unauthorized products because they prefer them, but because regulated options are difficult to obtain. The survey also found that eighty‑six percent of illicit pouch users would switch to authorized NRT pouches if access improved. Eighty‑nine percent believe authorized NRT pouches should be available in convenience stores, gas stations, and grocery stores, and ninety‑three percent say these products should be sold in the same locations where cigarettes are already purchased.
Despite the scale of the findings, neither Health Canada nor any federal official has issued a public response to the survey, leaving the broader policy implications unaddressed.
The absence of a federal reaction has drawn attention to the structure of Canada’s cessation model, which places authorized NRT pouches primarily in pharmacies. While pharmacists play a central role in cessation support, the survey suggests that this model alone may not reflect how adult smokers navigate the marketplace. Many illicit pouch users reported that they did not know the products they purchased were unauthorized. Thirty‑seven percent knowingly bought unregulated products, meaning the majority did not realize they were doing so. Ease of access and flavour availability were also cited as factors influencing illicit purchases, underscoring the challenge of limiting legal products without reducing demand.
Eric Gagnon, Vice President of Corporate and Regulatory Affairs at Imperial Tobacco Canada, noted that pharmacists remain an important part of the cessation system but argued that adult smokers should not be pushed toward unregulated products because authorized options are difficult to access. He pointed out that convenience stores and gas stations already sell age‑restricted products and could be part of a controlled, regulated access model for authorized NRT pouch products.
The survey’s findings contribute to a broader discussion about how to balance youth protection, cessation support, and the realities of consumer behaviour. A more flexible model, combining pharmacist involvement with responsible, age‑controlled access in the retail locations where adult smokers already purchase cigarettes, may help reduce reliance on unregulated products. Such an approach would align policy with the behaviour patterns identified in the survey while maintaining safeguards intended to protect public health.
Imperial Tobacco Canada, part of the global BAT group, continues to position tobacco harm reduction as a central component of its corporate strategy. The company promotes a transition toward smokeless alternatives and supports initiatives such as Omni, a platform developed by BAT to provide education and resources related to tobacco harm reduction. These efforts reflect a broader industry shift toward regulated, lower‑risk products, though the pace and structure of regulatory change remain in the hands of policymakers.
The survey ultimately highlights a tension within Canada’s cessation framework. Restrictive access to authorized NRT pouch products is not eliminating demand. Instead, it is contributing to the growth of an unregulated market that operates outside the safeguards of Health Canada’s oversight. Whether policymakers choose to address this gap will determine how effectively Canada can support adult smokers, reduce illicit activity, and maintain a coherent public‑health strategy.
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