Snus and Footballers: A Growing Trend That's Hard to Ignore

Traditionally, snus is a tobacco product with deep roots in Swedish culture. Made from tobacco and placed under the upper lip, it has been a staple for many in Sweden since the early 20th century. However, the sale of traditional snus is banned in most of the EU and the UK.

Enter nicotine pouches—tobacco-free alternatives that deliver nicotine in a similar way. Unlike snus, these pouches are legal to sell in the UK and across the EU.

These days, the terms “snus” and “nicotine pouches” are often used interchangeably in the UK, even though they technically refer to different products. The key difference? Snus contains tobacco, while nicotine pouches do not.

So, how does snus help footballers? The answer lies in nicotine’s effect on the body. Primarily, nicotine's effect on the body’s reward system is a key reason. Nicotine triggers the release of dopamine, a neurotransmitter that enhances mood, alertness, and concentration—all crucial attributes on the pitch. 

The study by Loughborough University also revealed that many players reported an improvement in performance while using these products. The stress of the game and the need for quick reflexes and sustained concentration can make the stimulating effects of nicotine particularly appealing. However, the study also highlighted concerns about nicotine dependence; many users also report cravings, raising concerns about what snus does in terms of fostering nicotine dependence. 

Despite the perceived benefits, the use of snus in football is not without controversy. One of the biggest issues is the lack of regulation around nicotine strength and the potential for addiction. The same study found significant levels of nicotine dependence among players, leading to questions about the long-term effects on their health.

Additionally, the stigma around nicotine use in sports makes it difficult to identify which footballers use snus. While it's estimated that one in five footballers is a user, the actual figures could be higher, but many keep their habit under wraps.

As the popularity of snus continues to grow, not only among footballers but also among the general population, there is a pressing need for clearer regulations. While snus are currently legal and more widely accepted, the industry faces a lack of standardised guidelines, particularly concerning nicotine content and marketing.

As the UK and other countries strive toward smoke-free societies, nicotine alternatives like pouches may play a big role in helping individuals quit smoking.