Nicotine Pouches Overtake Snus in Scandinavia
Traditional snus, which contains tobacco, used to dominate the oral nicotine market in Norway and Sweden. New research from Haypp shows that sales of ‘white snus’, which does not contain tobacco and is known as nicotine pouches in the UK, now overtakes sales of the original tobacco-based product.
Key Takeaways
- White snus (known as nicotine pouches in the UK) is now dominating digital snus sales in Sweden and Norway.
- White snus is the fastest-growing nicotine product globally, with strong sales predicted through to 2032.
- The long-term public health effects of white snus need to be continually monitored, according to researchers.
The Growing Popularity of Nicotine Pouches
The study, “Cross-Sectional Study on Oral Nicotine Product Sales Trends in Scandinavia From 2018 to 2025”, comes from Haypp Group and is published in the scientific journal JMIR Public Health and Surveillance.
The study is based on an analysis of more than 19 million online orders from Sweden and Norway between 2018 and 2025.
The results show that nicotine pouches now account for the largest share of total online sales of nicotine products.
The development marks a clear shift in consumer behaviour.
Traditional tobacco-containing snus has long been the dominant nicotine product in both Sweden and Norway, but in just a few years ‘white snus’ has gone from being a niche product to taking a leading position in e‑commerce.
Changes in Perception of Nicotine Products
According to the study, many consumers state that they perceive nicotine pouches as a lower-risk alternative compared with both snus and cigarettes.
According to Dr. Marina Murphy, Senior Director of Scientific Affairs at Haypp Group and co-author of the study:
“It is about a conscious choice to switch to what users perceive to be a safer way to consume nicotine.”
Nicotine Pouches Explode Globally
The shift in Scandinavia is also part of a broader international trend.
Nicotine pouches are currently the fastest-growing product category in the global nicotine market. Global sales have increased from approximately 292 million cans in 2018 to more than 20 billion in 2023—a growth of around 6,700 percent.
In countries such as the United Kingdom and the United States, annual growth rates have often ranged between 30 and 80 percent, significantly higher than for other nicotine products.
Forecasts indicate that the global market for nicotine pouches will grow from USD 10.1 billion in 2025 to USD 59.5 billion in 2032.
Unlike traditional snus, nicotine pouches contain no tobacco leaf, which may have contributed to its rapid adoption.
Scandinavia as a Role Model
Sweden and Norway have long been highlighted as international role models when it comes to smoke-free alternatives.
The countries have among the lowest smoking rates in Europe, while the use of oral nicotine products is high.
The fact that nicotine pouches now dominate sales adds a new dimension to this development.
According to Markus Lindblad, Head of Legal & External Affairs at Haypp:
“This is a clear example of how consumer-driven choices can rapidly transform a market.
When smokers and snus users have access to lower-risk alternatives, the shift happens at a high pace.”
From Alternative to Mainstream
At the same time, Dr. Murphy emphasises that nicotine pouches are a relatively new product category and that continued monitoring is necessary.
“They are fundamentally reshaping established markets.
That is why it is important for public health authorities to closely monitor sales and usage patterns in order to assess the long-term public health effects.”
Overall, the study shows that the market for oral nicotine products in Scandinavia is changing rapidly—and that ‘white snus’ has now taken the step from niche product e to mainstream.
