By Timothy S. Donahue

Top Takeaways:

• Strategic shift: Haypp is exiting the UK vape category to focus solely on nicotine pouches.
• Consumer migration: The retailer states that more than one-quarter of new UK pouch customers are switching from vapes.
• Market signal: Haypp argues that pouches have already surpassed traditional snus in Sweden and Norway, indicating a broader shift in next-generation nicotine products.

Online nicotine retailer Haypp is exiting the UK vape category, saying shifting consumer behavior and rapid growth in nicotine pouches are reshaping the next-generation nicotine market.

The company said it will focus its UK business on oral nicotine products after internal sales analysis across its six markets — the U.K., U.S., Germany, Norway, Switzerland and Sweden — showed accelerating adoption of nicotine pouches.

Haypp said more than a quarter of its new pouch customers in the U.K. are switching directly from vaping products, a trend the company believes signals a broader market shift.

“This was not a decision we took lightly,” said Markus Lindblad, Haypp’s head of legal and external affairs. “We recognize the important role 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.”

Haypp said its data show pouches have overtaken traditional snus in Sweden and Norway — markets with long-established oral tobacco traditions — reinforcing the company’s view that pouches are becoming the dominant modern oral nicotine format.

“Even in Sweden and Norway, traditional snus, which has a history dating back hundreds of years, has now been displaced by nicotine pouches,” Lindblad said.

In the U.K., Haypp said the rapid expansion of its pouch customer base suggests a potential tipping point as some vape users migrate to oral nicotine alternatives.

“In the UK, our pouch customer base has grown rapidly, with a large proportion of customers having switched from vapes,” Lindblad said. “To us, this signals that nicotine pouches represent the best next generation alternative for UK nicotine consumers.”

The retailer said it plans to leverage its experience in Scandinavian markets to support the development of the pouch category in the U.K., including product testing standards, age-verification technology and engagement with regulators.

“Sweden’s journey to becoming smoke-free demonstrates the role that well-regulated oral nicotine products can play,” Lindblad said. “We want to use our experience to help accelerate the transition to a smoke-free UK.”