Sweden is poised to become the first country in the world to reach “smoke-free” status—defined as a smoking rate below 5%. According to newly released data, this achievement is not the product of prohibitionist measures but of pragmatic, evidence-based harm reduction policies, with nicotine pouches playing a central role—especially among women.
The report Power in a Pouch presents compelling new evidence that oral nicotine pouches are not only accelerating the decline in smoking, but also reshaping public health policy and consumer behavior. It details how these modern, discreet, and tobacco-free products have become a transformative tool for millions of adults, particularly for populations historically underserved by traditional cessation methods.
A Public Health Breakthrough Led by Innovation
Since their introduction in Sweden in 2016, nicotine pouches have:
- Helped reduce smoking among women by 49%.
- Outperformed all other quit aids in surveys of former smokers.
- Closed the gender gap in smoking cessation for the first time.
- Redefined what is socially acceptable and practical in nicotine substitution.
Nicotine pouches were cited as the most effective quit aid by both men and women, with women ranking them nearly three times higher than vaping and 56% higher than nicotine gum.
Why Women Switched
For decades, female smokers in Sweden had lower quit rates than men, often citing the lack of appealing, practical, and socially acceptable alternatives. The rise of nicotine pouches addressed these barriers directly:
- No smoke, no smell: Pouches are discreet, do not require spitting, and are free from the visible cues of smoking or vaping.
- Stigma-free and subtle: Users can use them in social and professional settings without drawing attention.
- Flavor variety: Over 60% of women and 55% of men cited flavor options as one of the top reasons for switching.
- Cleaner, fresher image: Women overwhelmingly rejected traditional smokeless products like snus due to aesthetics, smell, and stigma—preferences the modern pouch format has successfully addressed.
Sweden’s National Strategy and Global Implications
Sweden’s government officially adopted harm reduction as part of national health policy in 2024, reframing the goal from reducing tobacco use to reducing tobacco harm. It has since issued formal warnings to the EU against overly restrictive policies on nicotine pouches, citing their proven effectiveness in reducing smoking prevalence.
If other European countries were to adopt Sweden’s approach—prioritizing harm reduction through accessible, regulated alternatives—over 355,000 lives could be saved annually across the EU.
Key takeaways for global policymakers include:
- Gender-Sensitive Solutions
Tailored alternatives that fit the lifestyles and preferences of female smokers are critical. Sweden’s 49% reduction in female smoking offers a replicable model. - Embracing Flavours as Public Health Tools
Flavours are not superficial marketing tools—they play a vital role in transitioning smokers to safer alternatives. Overregulation may diminish the appeal and effectiveness of pouches. - Acting with Urgency
Sweden’s rapid progress—achieved within a single policy cycle—demonstrates that timely, evidence-based action can deliver measurable health outcomes.
From Debate to Blueprint
Sweden’s experience offers a living case study in how to accelerate tobacco harm reduction without banning products or vilifying nicotine. Nicotine pouches, when properly regulated, represent a practical, scalable, and socially acceptable solution for millions of smokers worldwide—especially for those who have been left behind by traditional cessation models.
The evidence is now clear: modern oral nicotine products are not just innovations—they are public health accelerators.
As GINN continues to advocate for risk-proportionate policy and innovation in nicotine regulation, Sweden’s success stands as a model worth emulating.
