A new study released by Smoke Free Sweden has revealed a striking transformation in smoking cessation strategies, particularly among women, with nicotine pouches emerging as a revolutionary tool in the country’s fight against tobacco use.
According to the report Power in a Pouch, smoking rates among Swedish women have dropped by 49% since the introduction of nicotine pouches in 2016. This has led to a dramatic 200% increase in quit rates compared to pre-2016 levels — a statistic that has surprised researchers and public health experts alike.
The Pouch Advantage
The study found that nicotine pouches are not only more effective than traditional smoking cessation tools but also better aligned with the needs and lifestyles of women.
- Women rated nicotine pouches 3 times higher than e-cigarettes as a quitting tool.
- Pouches ranked 56% higher than nicotine gum in terms of effectiveness.
- Unlike vapes and cigarettes, nicotine pouches are odorless, smoke-free, and discreet, making them a socially acceptable alternative.
“This is not just about a product — it’s about empowerment,” said Dr. Marewa Glover, co-author of the study and a behavioural scientist from New Zealand. “When women have access to clean, stigma-free options, quit rates soar.”
A Safer Alternative, A Public Health Win
Sweden has taken a progressive stance on harm reduction, unlike many other countries that have imposed restrictions or outright bans on nicotine pouches. Instead of prohibiting these products, Swedish health officials have embraced them as part of a broader strategy to reduce smoking-related harm.
The result is visible: male lung cancer deaths in Sweden are 61% below the EU average, and total cancer deaths are 34% lower than the EU average.
Dr. Delon Human, head of Smoke Free Sweden and former Secretary-General of the World Medical Association, warns against overregulation.
“Misguided bans are blocking access to products that save lives,” said Human. “That’s not just bad policy — it’s a public health disaster.”
A Global Lesson in Regulation
The study’s authors urge policymakers elsewhere to take note. Canada, for example, restricts nicotine pouch sales to pharmacies only and limits their flavors — a stark contrast to Sweden’s “easy access” model.
“Sweden’s approach is a blueprint for the future,” said Glover. “Denying access to these tools means condemning another generation to smoking-related death.”
Call to Action
With rising concerns over tobacco-related mortality, the researchers are calling for a shift in global tobacco control policies.
“We argue that evidence-based harm reduction strategies could save millions of lives,” said Human. “Policymakers must follow Sweden’s lead — or be complicit in preventable deaths on a massive scale.”
