Snus Use in Footballers: ‘Tobacco-free’ is Not Risk Free

Nicotine pouches known as “white snus” are on the rise in English football. Used by players hoping to relax after a match or cope with stress during a tough season, these pouches often carry the message “tobacco-free”. But does that mean they are safe? Recent research into snus use in footballers sheds light on the reality behind the marketing, the prevalence among professionals, and the hidden risks facing players.

What is white snus and why is it popular?

White snus, also called tobacco-free nicotine pouches, are small packets filled with nicotine, plant-based fibres, and flavourings. They’re placed between the upper lip and gum, releasing nicotine without smoke or tobacco leaf. Brands highlight that they are “tobacco-free”, hoping this will reassure users. Yet, the nicotine inside comes from tobacco, leaving the product far from harmless.

Players prize white snus for a few reasons:

It’s discreet, with no smell or spit
It’s easy to carry and use, even in a busy locker room
It comes in a huge range of appealing flavours
It seems “cleaner” compared to smoking or vaping

Social media influencers have helped spread its popularity, using catchy content to target young adults and athletes alike.

Snus use in footballers: key findings from new research

A landmark study by Loughborough University for the English Professional Footballers’ Association reveals the current state of snus usage among footballers. Drawing on interviews and surveys from hundreds of male and female professionals, the research exposes just how common snus use has become.

How widespread is snus usage among footballers?

Current users: 18% of male players and 22% of female players currently use snus or nicotine pouches.
Ever tried: About 42% of male players and 39% of female players have tried it at least once.
Frequency: 60% of men and 36% of women who use snus do so every day.
Amount: Almost a quarter of users (24% men, 27% women) consume more than 11 pouches daily.

Significantly, most players use the modern, tobacco-free form rather than traditional Swedish brown snus. But in the dressing room, both are often simply called “snus”.

Why do footballers take white snus?

Initial reasons for trying:

To relax after training or matches (men 41%, women 64%)
Because teammates were using it (men 56%, women 73%)

Ongoing motivations:

Dealing with stress (men 43%, women 55%)
Fighting boredom (men 47%, women 55%)
Social influence is strong, with 20% of male and 45% of female users surrounded by other users

Signs of dependency include:

Craving or reaching for pouches without thinking (men 34%, women 36%)
Using snus more often after training (men 86%, women 73%) and after games (men 85%, women 55%)
Using on days off, before games or training, and rarely during matches

Where do footballers get their snus?

Men mainly buy from shops (62%), online (28%), or from teammates (22%). Female players are more likely to order online (55%) or buy in-store (36%). The ease of access reflects the weak restrictions around these products in many countries.

Snus use in footballers – health, performance, and dependency

The broad use of snus in the game brings up vital concerns regarding player well-being.

Mental and physical effects

Despite claims that some feel “mentally more ready” or relaxed, only a minority experience these perceived performance benefits. Just 39% of male and 55% of female users say snus improves their play, with most citing no difference at all.

Reported effects include:

Positive: Relaxation (men 56%, women 36%), increased focus
Negative: Headaches, appetite changes, sleep issues, anxiety

Nicotine is highly addictive and withdrawal can be tough. Over half of players report symptoms like:

Strong cravings
Irritability and mood swings (especially among women)
Restlessness
Anxiety

Trying to quit

While nearly half of male users consider quitting in the next year, only 9% of women say the same. Most want to stop because of bad experiences, worries about health, or negative performance impacts. The odds of quitting are not helped by a general lack of education on the risks of snus.

Education gaps and the risks of misinformation

One stand-out finding is the lack of formal education around snus and nicotine pouches. Most players (58% of men, 86% of women) have never received any guidance or information. This gap leaves a dangerous space for misinformation to spread, including the false sense that “tobacco-free” equals “risk-free”.

How “tobacco-free” can mislead

Nicotine pouches are not regulated like cigarettes or even vapes in many countries. This means that marketing claims often go unchecked. White snus contains nicotine extracted from tobacco, not a harmless artificial alternative. The health risks remain, especially for younger players and those using high volumes.

Possible risks include:

Addiction, especially among young adults and teenagers
Heart and blood pressure issues
Problems for oral health (mouth, gums, and teeth)
Sleep and concentration problems, harming recovery and performance

The study found that snus usage among footballers is shaped by a powerful culture of acceptance. Many players start using pouches because “everyone else does”, which normalises the habit. This creates unique challenges:

Players who want to quit or avoid snus can feel isolated
Club bans on snus often push the habit underground, making it harder for those struggling to speak up
The lack of open discussion can increase dependency and delay getting help

Education and proactive support are needed to break this cycle and protect player health. Stigmatising or punishing users rarely works and may even worsen the problem.

The case for more support and education

Instead of hiding the facts or driving use into the shadows, the research calls for a new approach built on player welfare:

Provide clear, accessible educational materials about the health and performance risks of snus use in footballers
Offer confidential support for players who wish to quit or cut down, including practical guidance and stress management techniques
Promote external support options, not just within clubs, so players can safely seek advice
Build a culture where asking for help is normal and judgement is left at the door

Why regulation still lags behind

A recent review of global laws shows major inconsistencies in how countries manage nicotine pouches. Only a third of countries selling these products have any proper regulations in place. Age restrictions, advertising rules, and warning labels vary wildly or are missing entirely. Many places treat nicotine pouches differently to traditional tobacco, even though the health impact can be similar.

Without tough and clear policies, companies will continue to target young people and athletes with slick marketing. Until research on the long-term health effects catches up, people must be alert to the real risks and not rely on the label “tobacco-free”.

Nicotine pouches might seem cleaner or safer, but “tobacco-free” definitely does not mean risk free. Snus use in footballers is driven by culture and lack of information as much as by stress or social pressure. Nicotine dependence, health problems, and the risk of addiction all remain very real..

Source: dbrecoveryesources