Sweden is recognized globally as the birthplace of the smokeless tobacco culture and a pioneer in harm reduction. Over the past decade, its consumers have shifted from traditional snus (tobacco-based oral products) to tobacco-free nicotine pouches, which fit modern preferences for cleanliness, convenience, and discretion.
According to the Swedish Public Health Agency (2024),
9.6% of women and 21.6% of men use oral nicotine daily.
Female usage has grown consistently since 2004, while male usage fluctuated.
Among individuals under 44, female usage now exceeds male, with 15.2% of women aged 16–29 being daily users compared to 10.6% of men.
This marks a major demographic shift: nicotine pouches are no longer dominated by male users — they are becoming part of a broader wellness and lifestyle identity for women.
A 2024 survey by Snusbolaget revealed that:
57% of users value nicotine pouches for their freshness and convenience,
47% cite flavor and taste variety as key motivations.
Women, in particular, appreciate the aesthetic cleanliness — the product does not stain teeth or leave odor — aligning with growing female demand for subtle, health-conscious alternatives.
Between 2012 and 2024, the proportion of Swedish students using oral nicotine nearly doubled.
29% of high school sophomores and 16% of ninth-grade students report usage — the highest levels ever recorded.
Although selling nicotine to minors is illegal, these statistics indicate that oral nicotine is penetrating youth culture — often linked to social influence and digital exposure.
Sweden’s experience underscores both the success of harm reduction and the urgent need for youth protection frameworks in emerging markets.
2. United States: Regulated Growth and Dual-Use Behavior
The U.S. market, regulated by the FDA, represents the world’s largest nicotine pouch consumer base. It reflects a structured and compliance-driven ecosystem but also one marked by dual use — many consumers combine pouches with combustible or vaporized nicotine products.
In 2021, 24% of men and 13.6% of women used some form of tobacco product.
4.2% of men and 0.2% of women used smokeless tobacco, indicating a 20x gender gap.
Regionally, the Midwest (22.1%) showed the highest tobacco consumption, followed by the South (2.3% smokeless use) and the West (1.6%).
Nicotine pouch users are primarily aged 35–54, with adoption lowest among seniors. The demographic profile aligns with existing smokers seeking smoke-free convenience rather than new entrants.
Data from TobaccoIntelligence (2022) show:
84% of nicotine pouch users also smoke cigarettes.
64% use e-cigarettes.
52% use traditional smokeless tobacco.
This reveals that oral nicotine serves as a complementary product, not a full replacement — a way to maintain nicotine intake when smoking is socially or legally restricted (e.g., offices, flights, or bars).
The U.S. consumer base is pragmatic, viewing nicotine pouches as functional convenience tools. Brands emphasize flavor diversity, regulatory compliance, and social acceptability to engage adult users, while the FDA continues to monitor youth uptake closely.
3. Comparative Analysis
Dimension
Sweden
United States
User Structure。
Young, increasingly female
Middle-aged, predominantly male
Primary Motivation
Freshness, lifestyle, design
Convenience, nicotine control
Regulatory Context
Harm-reduction & cultural acceptance
FDA-regulated, scientific evidence model
Behavioral Role
Daily lifestyle, individual identity
Functional supplement, workplace use
Risk Focus
Youth adoption rising
Dual-use dependency
Sweden’s users view oral nicotine as part of personal wellness and identity, while U.S. consumers approach it pragmatically. Together, they demonstrate a spectrum — from cultural integration to functional substitution — shaping the future of global nicotine consumption.
The global oral nicotine user base is diversifying across gender, age, and motivation. As Sweden showcases a lifestyle-driven adoption and the U.S. reflects structured, regulated use, the convergence of these patterns points toward a balanced, harm-reduced, and socially integrated nicotine future.
