Swedish doctors alarmed as nicotine pouch use surges among teens — 19% of 14-18 year olds now use
Nicotine pouch use among Swedish teens tripled in one year, jumping from 7% to 19% between 2019 and 2020. The products aren't covered by tobacco law — meaning no age restrictions.
Nicotine pouch use among Swedish teens ages 14-18 tripled between 2019 and 2020, jumping from 7% to 19% according to Novus surveys. The surge has alarmed doctors and public health advocates, particularly as the products fall outside Sweden's tobacco law — meaning they can be sold without age restrictions.
The growth has been sharpest among girls and young women, a demographic shift from traditional tobacco use patterns.
"I don't think I can quit," said Hanna, 16, who started using nicotine pouches before finishing elementary school. When she tried to stop two months ago, she experienced irritability and panic over not having the product.
How the products are marketed
Manufacturers market nicotine pouches with flavors like "frosted apple," "cool mint," and "tropic breeze." According to a Novus survey, 37% of young users cited "appealing flavoring" as a reason for trying the products.
Brands use influencers, athletes, and lifestyle marketing to position the pouches as a healthier alternative to cigarettes. Swedish Match, a major manufacturer, claims the white pouches will "send cigarettes to the history books."
"They sell 'lifestyle' and appeal to partying, sex appeal, and make the products look like an accessory that strengthens your identity and self-confidence," said Helene Stjerna from A Non Smoking Generation, a Swedish advocacy group.
The regulatory gap
Nicotine pouches launched widely in Sweden in 2018-2019. Because they're extracted from tobacco leaves but marketed as "tobacco-free," they don't fall under Sweden's tobacco law. This means no minimum purchase age and fewer marketing restrictions than traditional snus.
In June 2019, the Public Health Agency of Sweden asked the Ministry of Social Affairs to investigate how tobacco-free nicotine products should be regulated.
"There was rapid product development that had not been foreseen," said Ingeborg Simonsson, the lead investigator on the case.
A Non Smoking Generation called the marketing tactics a "betrayal" of young people. Expressen has previously reported on criticism of nicotine pouch advertising earlier this year.
What's next
Sweden's regulatory review remains ongoing. The country faces a growing youth nicotine use problem with products that currently face fewer restrictions than traditional tobacco — a gap that puts it at odds with tightening regulations elsewhere in Europe.
SOURCES:
- Expressen: "Unga lockas till 'vitt snus' – med fest och influencers" (https://www.expressen.se/nyheter/unga-lockas-till-vitt-snus-med-fest-och-influencers/)