Haypp exits UK vape category to focus on nicotine pouches

Online nicotine retailer Haypp has exited the UK vape category at the start of 2026 as it shifts its focus towards the rapidly growing nicotine pouch segment.

The Sweden-founded company said the move forms part of a strategic decision to concentrate resources on “next-generation oral nicotine products”, which it believes represent the next phase of the reduced-risk nicotine market.

Founded in a garage in Sweden in 2009, Haypp has grown into a global business serving more than one million customers across six markets, including the UK, the US, Germany, Norway, Switzerland and Sweden. While nicotine pouches have long been its core category, the company had also developed a significant vape retail business in the UK.

Haypp said analysis of its international sales data shows a clear shift in consumer behaviour, with increasing numbers of users moving towards nicotine pouches.

“In the UK, our pouch customer base has grown rapidly, with a large proportion of customers having switched from vapes,” said Markus Lindblad, head of legal and external affairs at Haypp.

“To us, this signals that nicotine pouches represent the best next generation alternative for UK nicotine consumers.”

According to the company, more than a quarter of its new nicotine pouch customers in the UK are switching directly from vaping products, suggesting what it describes as the beginning of a “tipping point” in the market.

Haypp said the transition reflects broader international trends. Research conducted by the company and published in a peer-reviewed scientific journal found nicotine pouches have overtaken traditional snus in both Sweden and Norway – two countries with centuries-long histories of snus use.

The shift is viewed by some in the industry as a significant milestone in the evolution of reduced-risk nicotine products.

The UK remains one of the most advanced tobacco harm reduction markets globally. Smoking rates have fallen sharply over the past decade, from 20.2 per cent in 2011 to 9.1 per cent in 2024. Last year also marked the first time the number of people vaping in the UK exceeded the number of smokers, with around 10 per cent of adults now using e-cigarettes.

Despite vaping’s central role in that progress, Haypp said it believes nicotine pouches will play an increasingly important role in the next stage of the shift away from combustible tobacco.

“This was not a decision we took lightly,” Lindblad said. “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.”

The company said its overall mission remains focused on accelerating the transition to a smoke-free future through responsible retail practices and helping consumers access reduced-risk alternatives to cigarettes.