Walking through Stockholm's Södermalm district, I notice something different at the local coffee shops. Young professionals and students are discreetly using white nicotine pouches instead of traditional tobacco snus. This shift reflects a major transformation happening across Sweden right now.
New data reveals white snus consumption jumped 20 percent in the latest reporting period. These tobacco-free nicotine products now account for 39 percent of all snus consumption in Sweden. Back when researchers first tracked these numbers, white snus represented only 17 percent of the market.
Mats Ramstedt, a research lead at the Public Health Agency, explained the trend. 'The introduction of white snus hasn't just replaced tobacco snus. It's contributing to increased overall nicotine use in the population,' he said in the recent report.
The numbers tell a compelling story. Swedes consumed approximately 1.1 kilograms of snus per person aged 15 and older in the latest data. That compares to just under 1 kilogram three years earlier. This represents an 8 percent overall increase.
But the white snus category itself has exploded by 180 percent during the same period. Researchers recorded 221 million containers of white snus sold in the most recent annual count. That's nearly triple the consumption rate from when tracking began.
'We've seen almost a tripling during this period,' Ramstedt confirmed. 'The number of consumed snus containers has doubled compared to the year before white snus entered the market.'
The growth isn't just about existing users switching from traditional snus. 'There's been recruitment of new groups,' Ramstedt noted. 'It must be this way because the total is increasing so substantially.'
This expansion particularly concerns health officials because white snus has attracted new demographics. Usage has grown dramatically among young people and women across Swedish society. The products contain strong nicotine concentrations and create dependency.
Meanwhile, other nicotine categories show little movement. Cigarette smoking remains largely unchanged in Sweden. Even e-cigarette consumption stayed flat compared to the previous year despite earlier rapid growth.
'E-cigarette smoking that was previously very strong has leveled off,' Ramstedt observed. He suggested increased media coverage of health risks might have influenced this trend.
Traditional tobacco snus decreased slightly by 3 percent in the latest annual comparison. This indicates some substitution is occurring, but the overall nicotine market is expanding.
Health authorities remain concerned about white snus because nicotine poses well-documented risks. The substance can impair blood vessel function and elevate heart rate and blood pressure. These effects may increase cardiovascular disease risk over time.
Nicotine use during pregnancy carries particular concerns for both mother and child. Yet comprehensive research on white snus specifically remains limited compared to traditional tobacco products.
As Stockholm residents navigate this changing landscape, the cultural shift is undeniable. From university campuses in Uppsala to offices in Gothenburg, white nicotine pouches are becoming embedded in daily Swedish life. The question remains how public health responses will evolve to address this new reality.