Key Takeaways
- Haypp confirmed it is exiting the UK vape category and focusing on oral nicotine
- Decision followed sales data analysis across six markets: UK, USA, Germany, Norway, Switzerland and Sweden
- Haypp said nicotine pouches have overtaken traditional snus in Sweden and Norway
- In the UK, Haypp said more than a quarter of new pouch customers switch directly from vapes
- Haypp plans product testing, stronger age verification and policy engagement to support UK pouch growth
2Firsts, March 4, 2026
According to the report, Haypp, an online retailer of alternative nicotine products, confirmed its exit from the UK vape category as it focuses on the oral nicotine market. Haypp said it made the decision after analyzing sales data showing increasing adoption of nicotine pouches across its six international markets: the UK, the USA, Germany, Norway, Switzerland and Sweden.
Haypp said its research found nicotine pouches have overtaken traditional snus in both Sweden and Norway, which it described as significant given those countries’ long-standing relationship with snus.
In the UK, Haypp said its nicotine pouch customer base has expanded rapidly, and more than a quarter of new pouch customers are switching directly from vapes. The company said it views this as the beginning of a tipping point in the UK market as more vape users move into the pouch category.
Haypp said it will draw on its Swedish experience to support the responsible growth of nicotine pouches in the UK, including rigorous product testing, robust age-verification technology and constructive engagement with policymakers.
Image Source: Haypp
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