Haypp, a global leader in reduced-risk nicotine alternatives, has exited the UK vape category effective from the beginning of 2026, as the company sharpens its focus on next-generation oral nicotine products. Founded in a garage in Sweden in 2009, Haypp has grown into a global business serving over one million customers across six international markets.
The company’s mission is to accelerate the global transition to a smoke-free future through responsible retail practices, regulatory engagement, and helping consumers make informed choices. While nicotine pouches have historically been Haypp’s core category, the company has also operated a successful vape business in the UK.
The UK is widely recognised as a global success story in tobacco harm reduction. Daily smoking rates have declined sharply over the past decade, falling from 20.2% in 2011 to 9.1% in 2024. A key driver of this progress has been a growth in vape use, with 2024 marking the first year in which there were more vapers than smokers in the UK. Around 10% of UK adults now use vapes. Vapes are the most commonly available alternative nicotine product in the UK. Despite this, Haypp believes it is the right decision to exit this category.
Analysis of Haypp’s global sales data has revealed a clear and accelerating shift in consumer behaviour across the alternative nicotine product market. With customers across the UK, the USA, Germany, Norway, Switzerland and Sweden, Haypp has a unique international perspective on how the transition to smoke free is evolving. While the pace differs by market, the overall direction is consistent, with increasing adoption of nicotine pouches. Recent research by Haypp, published in a peer-reviewed scientific journal, demonstrated that nicotine pouches have overtaken traditional snus in both Sweden and Norway, countries whose citizens have a relationship with snus dating back hundreds of years. This is widely regarded as a watershed moment in the alternative nicotine product market.
In the UK, Haypp’s nicotine pouch customer base has expanded rapidly, and more than a quarter of new pouch customers are switching directly from vapes. Haypp believes that this is the beginning of a tipping point in the UK market, as increasing numbers of vape users will switch into the pouch category. As a result, Haypp has taken the strategic decision to fully exit the UK vape category and focus its resources on leading the development of the nicotine pouch segment.
Sweden became officially smoke-free in 2025, with a well-regulated oral nicotine product market playing a significant role in that achievement. Haypp intends to draw on its Swedish experience to support the responsible growth of the nicotine pouch category in the UK, including through rigorous product testing, robust age-verification technology, and constructive engagement with policymakers.
Markus Lindblad, head of legal and external affairs at Haypp, said: “This was not a decision we took lightly. We recognise the important role that vapes continue to play in the UK’s ambition to become smoke-free, and we are grateful to our many loyal vape customers. However, our global and UK data clearly show that the alternative nicotine landscape has been disrupted by nicotine pouches. Even in Sweden and Norway, traditional snus, which has a history dating back hundreds of years, has now been displaced by nicotine pouches.
“In the UK, our pouch customer base has grown rapidly, with a large proportion of customers having switched from vapes. To us, this signals that nicotine pouches represent the best next generation alternative for UK nicotine consumers. Sweden’s journey to becoming smoke-free demonstrates the role that well-regulated oral nicotine products can play, and we want to use our experience to help accelerate the transition to a smoke-free UK.”
