From Sweden to Saudi Arabia: Nicotine pouches’ journey acrossthe globe

Far, far north, in the heart of Scandinavia, Sweden has long been known for its innovative
approach to tobacco alternatives. For centuries, Swedes have preferred snus—a small,
teabag-like pouch of tobacco placed discreetly under the lip—over traditional smoking. This
practice dates back to the 18th century and is a deeply ingrained part of Swedish culture.
While much of the world has long considered the habit of tucking tobacco under one’s lip an
odd one, more and more are starting to follow.
From snus to nicotine pouches
Building on the success of snus, Swedish innovators revolutionized the industry in the early
2010s by stripping out the tobacco and introducing nicotine pouches. These modern
counterparts retain the convenience and discretion of snus but eliminate tobacco entirely,
replacing it with a cleaner, more versatile option for nicotine users. With their sleek design
and health-conscious appeal, nicotine pouches have become a global phenomenon,
transcending Sweden’s borders and finding new audiences around the world—including in
Saudi Arabia, where their impact is only beginning to unfold.
The design of the nicotine pouch
Nicotine pouches are crafted to meet the needs of a new generation of nicotine users. Made
from plant-based fibers, natural flavorings, and pharmaceutical-grade nicotine, they offer a
cleaner and tobacco-free alternative. With a wide variety of flavors and strengths available,
nicotine pouches provide a customizable experience that appeals to both individuals looking
to transition away from smoking and those exploring nicotine products for the first time. Their
compact size, smoke-free design, and odorless nature make them an ideal choice for
modern lifestyles, particularly in settings where traditional tobacco use is restricted.
Fitting into Saudi Arabia’s Tobacco Control Efforts
In Saudi Arabia, nicotine pouches align with a shifting social and regulatory landscape. The
country has taken significant steps in recent years to reduce smoking rates as part of its
broader health initiatives under Vision 2030. Stricter regulations on smoking and an
increasing awareness of the health risks associated with traditional tobacco have created
fertile ground for alternatives like nicotine pouches. Offering a smoke-free, odorless, and
discreet way to consume nicotine, these products appeal to a growing number of consumers
who are trying to break free from smoking. Which begs the question: do nicotine pouches
offer a viable solution for reducing smoking?
The dramatic decline of smoking in Sweden
Smoking rates in Sweden have significantly declined over the past few decades and are
currently at a record-low level. In 2004, approximately 15% of the population aged 16–84
reported smoking daily. By 2024, this figure had decreased to 5.4%. Notably, among
individuals aged 16–29, daily smoking rates dropped from around 10% in 2004 to 2% in
2024.

These numbers really make you wonder if there’s something the rest of the world can learn
from Sweden’s approach. Sure, public health campaigns and strict tobacco laws have
played a big part, but it’s hard to ignore the role of harm-reduction alternatives like snus and
nicotine pouches. By giving smokers an easier, less harmful way to consume nicotine,
Sweden might have found a formula that works. That said, it’s not a one-size-fits-all
solution—what works in Sweden might not work everywhere. And it must be acknowledged:
nicotine pouches are still addictive, and the full health implications of their long-term use are
not yet fully understood.