Why Do Athletes Use Snus?

Not only have nicotine pouches and snus gained popularity among the general public, their use has increased significantly among athletes, including footballers, ice hockey players, weightlifters, and combat sports professionals. 

A recent study by researchers at Loughborough University found that around one in five male and female professional footballers in Premier League and EFL clubs use snus or nicotine pouches, with roughly a quarter of users consuming 11 or more pouches per day. This article examines the reasons athletes commonly cite for using snus, while clearly separating anecdote, perception, and scientific evidence.

“Snus” or “nicotine pouches” are a smokeless nicotine product placed under the upper lip. Unlike cigarettes, it does not involve any inhalation, therefore often used to quit smoking or to consume nicotine in a more discreet manner. 

The term snus originally refers to the traditional brown Swedish pouch, which contains tobacco and is banned in most European countries. However, the term “snus” has since been widely adopted to describe modern tobacco-free nicotine pouches.

1. Convenience and Discretion

Athletes often operate in environments where smoking or vaping is impractical or prohibited, such as stadiums, locker rooms, buses, flights, or training facilities. Snus and nicotine pouches are:

• Smoke-free and odorless
• Easy to use without interrupting routines
• Discreet during travel or long events

This convenience is frequently cited, particularly in professional team sports with strict schedules.

2. Stimulation and Alertness

Nicotine is widely recognised for its stimulating effects, and some athletes report increased alertness or focus when using it prior to competition. Among the 45 men and 11 women who perceived a performance benefit from snus use, 29% of men and 55% of women identified improved mental readiness as the primary advantage. This perceived effect is most commonly reported in sports that demand:

• Fast reaction times
• Sustained concentration
• Mental sharpness under pressure

However, individual responses to nicotine vary considerably, and perceived improvements in focus do not necessarily correspond to measurable gains in athletic performance.

3. Appetite Suppression During Competition

In endurance sports or long tournaments, managing food intake around competition can be challenging. Some athletes state that nicotine reduces appetite temporarily, which they believe helps them avoid gastrointestinal discomfort before or during events. 

According to the Lomorough Univeristy data, 56% of men and a striking 73% of women say they use nicotine pouches for this reason.

4. Stress and Ritual

Elite sport is associated with high levels of psychological pressure. For some athletes, snus becomes part of a pre-competition ritual or routine, similar to listening to music, stretching, or practising breathing techniques. Such familiar behaviours can foster a sense of control and calm, which may help explain why some individuals continue the habit.

Among the 84 men and 11 women who responded to questions about perceived effects, 56% of men and 36% of women reported that snus helped them feel more relaxed.

5. Cultural and Regional Factors

Snus has a long-standing presence in certain countries, particularly in Nordic regions, where it has historically been more socially accepted than smoking. In these contexts, young athletes may already be familiar with snus before entering professional sport, making its presence in athletic circles more visible.

Nicotine itself is not currently banned by the World Anti-Doping Agency (WADA). However, it is listed on WADA’s Monitoring Program, meaning its use is being observed due to its prevalence among athletes.

Individual sports organizations, teams, or leagues may still impose their own rules or restrictions.

A recent BBC article revealed that around half of football players who use snus would like to quit, highlighting the product’s addictive potential. While snus and nicotine pouches are often presented as lower-risk alternatives to smoking, they are not without risks. Nicotine is a pharmacologically active substance, and regular use can lead to dependence.

For this reason:

• Many teams discourage or actively prohibit use
• Sports health professionals often recommend non-nicotine strategies for focus and stress management
• Use is generally a personal choice rather than a performance strategy

Athletes use snus for a variety of reported reasons, convenience, perceived focus, stress management, and cultural familiarity being the most common. Its visibility in sport does not mean it enhances performance, nor does it imply endorsement by sporting bodies.

As awareness grows, conversations around snus in athletics are increasingly focused on education, regulation, and informed choice, rather than promotion.