Walk into any Premier League dressing room today and you will likely spot a familiar sight on the bench beside the protein shakes and isotonic drinks — small, round cans of nicotine pouches. What began as a deeply rooted tradition in Scandinavia has quietly become one of the most widespread habits in English professional football. According to a landmark study by Loughborough University and the Professional Footballers’ Association, roughly one in five male players across the Premier League and English Football League now use snus or tobacco-free nicotine pouches, and 42 percent have tried them at least once.
So how did a product that most British fans had never heard of a decade ago end up in the pockets of some of the biggest names in the sport?
From Sweden to the Premier League
The story starts in Scandinavia, where snus — moist tobacco pouches placed under the upper lip — has been part of daily life for over two centuries. Sweden has one of the lowest smoking rates in Europe, largely because millions of Swedes chose snus over cigarettes. That cultural habit naturally travelled with Scandinavian players when they signed for English clubs.
Swedish internationals brought the tradition into Premier League changing rooms, and their British teammates quickly took notice. Victor Lindelof, the Swedish centre-back who spent six seasons at Manchester United, is one of the most well-known users. Growing up in Sweden, snus was simply part of the culture, and Lindelof never hid the fact that he used it. His presence in the United dressing room for years helped normalize the product among English teammates who had never encountered it before.
Once a few senior players in a squad adopt a habit, it tends to spread quickly through the group. That social dynamic, combined with the discreet nature of nicotine pouches — no smoke, no vapor, no smell — made them easy to adopt in environments where image and fitness are closely monitored.
The Players Who Brought It Into the Spotlight
Jamie Vardy is arguably the player most publicly associated with nicotine pouches in English football. During Euro 2016, photographers captured the Leicester City striker leaving England’s team hotel in Chantilly, France, with a can of Thunder Ultra Strong snus clearly visible. Vardy later addressed his use in his 2016 autobiography, describing it as something he turned to for relaxation. The images sparked a wave of media coverage and introduced the concept of snus to millions of British football fans who had never heard the term.
Marcus Rashford added to the conversation in 2025 when he was photographed during a holiday in Saint-Tropez holding nicotine pouch products. Given Rashford’s profile as one of England’s most recognizable footballers, the images reignited public debate about how widespread the habit had become across the sport.
Victor Lindelof, as mentioned, was frequently seen with nicotine pouches and never shied away from the subject — a reflection of how normal the product is in his home country. Other players across the Premier League and lower divisions have been linked to nicotine pouch use in media reports, though many prefer to keep the habit private.
The pattern is clear. What started with a handful of Scandinavian imports has become a dressing-room staple that crosses nationalities, clubs, and divisions.
Why Footballers Are Drawn to Nicotine Pouches
The Loughborough University and PFA study asked players directly why they use nicotine pouches, and the answers were revealing. Relaxation topped the list, with 41 percent of male users citing it as the primary reason. In a profession defined by intense physical demands, constant scrutiny, and the pressure of performing in front of tens of thousands of supporters every week, that desire to decompress is easy to understand.
Players described using pouches after training sessions, during travel days, and in the hours before and after matches. Some reported that nicotine helped them manage pre-match nerves, while others said it simply became a social ritual within the squad — something shared among teammates in the same way a cup of coffee might be in an office setting.
There is also a practical appeal that makes nicotine pouches attractive to athletes specifically. Unlike smoking or vaping, pouches have no impact on lung capacity or cardiovascular performance. There is no combustion, no tar, and no carbon monoxide entering the body. For a professional footballer whose career depends on aerobic fitness, that distinction matters enormously. A cigarette is unthinkable for an elite athlete, but a small pouch tucked under the lip carries none of the same respiratory consequences.
The modern generation of tobacco-free nicotine pouches takes this a step further. These products contain no tobacco leaf whatsoever — just pharmaceutical-grade nicotine infused into a plant-fiber pouch with flavoring. For players who want the nicotine experience without any tobacco association, these newer products represent a cleaner option.
The Concerns and the Conversation
None of this means nicotine pouches are without risk, and the football authorities know it. The PFA commissioned its research precisely because the prevalence of use among players had become impossible to ignore.
The study’s findings on dependence were sobering. Among male players who used nicotine pouches, 53 percent reported signs of nicotine dependence. In the women’s game, that figure was even higher at 73 percent. Nicotine is an addictive substance regardless of how it is delivered, and regular use — even through a tobacco-free pouch — can create a habit that is difficult to break.
There are also oral health considerations. Prolonged use of nicotine pouches can cause gum irritation, and some dental professionals have raised concerns about long-term effects on gum tissue when pouches are placed in the same spot repeatedly. For players using several pouches a day over the course of years, these are legitimate questions.
The FA and PFA have responded with awareness campaigns rather than outright bans. Nicotine pouches are not prohibited substances under anti-doping rules, and tobacco-free variants are completely legal to sell and buy in the United Kingdom. The approach has been educational — making sure players understand what they are putting into their bodies and the potential for dependence.
A Swedish Tradition That Found a Second Home
The journey of nicotine pouches from Swedish daily life to Premier League dressing rooms is a fascinating case of cultural transfer through sport. Scandinavian players carried a centuries-old habit across the North Sea, and it found fertile ground in a high-pressure environment where athletes are constantly looking for ways to manage stress without compromising physical performance.
Whether you view the trend with concern or curiosity, the numbers speak for themselves. Nicotine pouches are now firmly embedded in English football culture, and the conversation around their use is only growing louder. For fans and curious newcomers who want to understand what these products actually are, exploring a dedicated retailer like The Snus Outlet offers a practical way to browse the brands, strengths, and flavors that have become so popular among professionals.
What happens next — whether governing bodies introduce stricter guidelines or whether the trend continues to grow — will depend on ongoing research and the choices individual players make. But one thing is certain: the little white pouch has come a long way from the Swedish countryside, and it is not going anywhere soon.
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