One in Five Footballers Use Snus – Study Reveals

While initially popularised in Scandinavian football circles, snus and nicotine pouches have become commonplace in locker rooms across the UK and Europe.  

Their growing prominence has raised key questions: Why do footballers use snus? What is snus used for in football? And is snus banned in football?  

• 1 in 5 professional footballers currently use snus or nicotine pouches 
• Usage is slightly higher among female players (22%, compared to 18% of male players)
• Most users opt for legal, tobacco-free nicotine pouches
• Key reasons for use include: relaxation, mental readiness, and social influence
• Some studies link nicotine to cognitive and endurance enhancements
• Several factors influence the individual’s response to nicotine, including genetics

The study by Loughborough University highlights relaxation as the primary reason why footballers use snus. Among male players, 41% cited relaxation as the main benefit, while a striking 64% of female players echoed the same. 

Usage occurs most often after training, after games, or on days off—i.e., times associated more with recovery than peak performance. Players describe the effect as "a relaxing sensation," helping them unwind in a high-pressure, high-demand profession.

According to the study, the social dimension of snus use is also a significant factor. Notably, many players reported that seeing senior players use snus encouraged younger teammates to try it.  

One staff member noted the visibility of snus in changing rooms, commenting that “75%” of players in their team’s changing room used snus. Some players attributed their snus consumption to the fact that “most of the people they spend time with” used it. 

Additionally, the recreational nature of snus has increased its visibility and usage, with several players reporting that they only used the substance when drinking and on nights out.

Finally, the perceived performance benefits were another reason why footballers turn to snus, with 39% of male players and 55% of female players citing this reason. Mental readiness was the most cited benefit among this group, with relaxation and weight management also mentioned. However, most players do not use snus during training or matches. 

Taken together, these perceived gains help explain why do footballers use snus, even when they’re off the pitch. The potential performance benefits of snus are discussed further in the section “Is Snus a Performance Enhancing Drug?”.

Footballers and snus increasingly share an off-pitch relationship that has become embedded in professional football culture. 

Former Premier League goalkeeper Ben Foster, called snus “a common sight” in football today on his Fozcast podcast, estimating that “maybe as much as 50% of players use snus.”² The podcast host explained that many see snus as a preferable option to cigarettes and alcohol. 

This contrasts with comments by Micah Richards, a former Premier League defender, who has noted how smoking was once common in dressing rooms.³

Though these comments reveal a cultural shift in the prevalence of snus, the trend is decidedly not new—at least not outside UK. For instance, the celebrated Swedish striker Henrik Larsson reportedly used snus during the 1994 World Cup. More recently, former Leicester City striker Jamie Vardy admitted to using snus to relax in his 2016 autobiography, while Manchester United defender Victor Lindelöf has spoken openly about his use.  

And it’s not just the players. Former Celtic manager Neil Lennon has been seen using snus on the sidelines of games, while in the 2020 documentary Tottenham Hotspur: All or Nothing documentary, a can of snus appears beside a physio table. 

Clearly, snus has made its mark on the world of elite football.

Even if it’s commonplace, you may still be wondering: is snus banned in football? 

The quick answer is no—snus is not banned in football. With that said, there are some important legal and regulatory distinctions that are relevant. 

Under the 2016 Tobacco and Related Products Regulations, snus—which contains tobacco—is banned for sale in the UK. Personal use of snus, however, is legal.  

Nicotine pouches, on the other hand, are tobacco-free and legally available for adult users in the UK. These pouches deliver nicotine in a similar way to snus but without tobacco content, making them a more widely accepted option to tobacco-containing snus. 

So we’ve covered UK snus legality. But what about its regulatory status?

Nicotine is not classified as a banned substance by the World Anti-Doping Agency (WADA). However, it has been placed on the body’s 2024 Monitoring Program, meaning its use is being observed for potential misuse in sport.⁴

We interviewed Fredrik Nyström, Professor of Internal Medicine and Endocrinology at Linköping University, who commented:

Improved focus and mental sharpness are among some of the reasons footballers cite when explaining why they use snus. 

However, is there any truth to this claim? 

According to Nyström, several studies have shown indications of increased athletic performance in connected with nicotine intake. In particular, nicotine can “increase precision in competitions where rapid and accurate decision-making under stress is required.” In fast-paced sports like football and ice hockey, athletes report feeling more focused and responsive after using nicotine. 

These perceived benefits help explain why footballers use snus, even outside of matchday. 

Other studies have also found nicotine to have potential cognitive and endurance benefits in athletic performance: 

• Nicotine supplementation among archers improved simulated game performance.⁵
• Baseball players experienced enhanced motor reaction times, cognitive function, and hitting performance after consuming nicotine.⁶
• Nicotine administration during moderate-intensity exercise improved endurance by 17%—similar to the effects of caffeine supplementation.⁷

Interestingly, the final study noted that nicotine prolonged endurance without affecting typical performance markers such as heart rate or ventilation, suggesting that its effects may be related to central nervous system activation. 

Finally, Nyström refers to caffeine yet again when discussing the potential performance-enhancing nature of nicotine. Specifically, the professor points to the prevalence of athletes using sports supplements that contain caffeine due to its “performance-improving effects.”

Studies have also explored nicotine’s impact on withdrawal symptoms. 

A systematic review and meta-analysis found that short-term nicotine withdrawal negatively impacts sports performance, whereas mid-to-long-term withdrawal improved exercise-related abilities.⁸  

This raises interesting questions about how athletes who regularly use nicotine pouches might be affected if they suddenly stop.

According to Nyström, the way that nicotine affects people is “still not fully understood.” However, it is known that your body’s response to nicotine is influenced in part by genetics, which determine the shape of the receptors that nicotine binds to. 

These receptors can vary significantly from person to person, affecting individual tolerance and response. Other factors that impact how nicotine affects your body include dosage and the delivery method.

As tobacco-based snus is banned for sale in the UK, players often import it privately or purchase it while abroad. 

However, according to the Loughborough study, most players today use legal, tobacco-free nicotine pouches. These are legal to buy and widely accessible in the UK. 

It’s easy to buy snus online with Northerner, a trusted source offering a wide range of nicotine pouch options that are legal and discreet.

As football continues to evolve, so too do the habits of its players. 

What was once a Scandinavian trend has now become a mainstay in elite football, as professional athletes continue to navigate the demands of the modern game. 

While nicotine used to be associated with smoking, its consumption has evolved towards tobacco-free alternatives, which are valued for their discreet nature and potential benefits. 

The Loughborough University study highlights these perceived benefits, such as mental readiness, as an answer to the question: why do footballers use snus? 

As the debate continues around their place in professional football, the presence of snus and nicotine pouches in locker rooms and training facilities remains a reality, influenced by player preferences, team cultures, and evolving regulations.