The Snus Industry: A Swedish Export Success

In a short time, the snus industry has become one of the most expansive Swedish export sectors within food and consumption. At the center is the tobacco-free white snus – a product category that has grown rapidly, both in Sweden and abroad. This product type is quickly gaining ground thanks to its discreet format and image as a "cleaner" alternative. Export volumes are increasing, and white snus has developed into a Swedish export success with global potential.

From Swedish Niche to Global Trend

It is the Swedish home market that has laid the foundation for the success of white snus abroad. There was already a culture around snus use here, as well as a desire to avoid cigarettes. When white snus was launched, there was an unusually receptive climate. Particularly younger users contributed to making the product type trendy, not least thanks to the many alternative flavors, such as Velo Crispy Peppermint and other variants.

At the same time, the demand for tobacco-free nicotine products began to increase in other countries. Smoking decreased, but there was a lack of good alternatives. This gave Swedish manufacturers a head start. Here at home, the technology for producing white snus had already been developed, and export knowledge was in place, along with the capacity for large manufacturing volumes.

Growth Despite Restrictions

It is prohibited to export traditional, brown snus within the EU. However, the tobacco-free variant has managed to bypass many of the regulatory hurdles that stop other types of nicotine products. White snus often falls outside existing legislation, creating a gap to exploit.

The product type's status as tobacco-free makes it easier to enter new markets. In the USA, for example, white snus has quickly captured significant market shares. There is a growing demand for tobacco-free nicotine products, and white snus has managed to establish itself in major retail chains across the country.

At the same time, Finland – despite an otherwise strict stance on nicotine products – has become one of the largest importers. Between 2018 and 2023, the value of Swedish exports of nicotine pouches to the country increased by a staggering 3700%, reaching 355 million kronor. Norway and Denmark are also stable recipients, but it is the USA that stands out as a key market.

Regulatory Chaos in the EU

The European regulations for white snus vary from country to country, posing challenges for export and marketing. The differences arise because the product type is not covered by the same legislation as traditional snus or cigarettes, and different member states have interpreted its status differently.

Some countries, such as France and Belgium, have imposed total bans. Other countries, including Spain, are considering implementing strict limitations in the form of caps on allowed nicotine content and bans on certain flavors. This would mean that many product variants could not be sold there.

The Swedish government has attempted to influence developments within the EU by highlighting the potential role of snus in harm reduction. The argument is that white snus can serve as a less harmful alternative to cigarettes. However, this view is not shared by everyone. Use among young people is increasing in several countries, and the pressure for stricter regulations is growing. The political situation has become an uncertainty factor for exports, with the risk that access to large markets could be restricted.

Snus and the Economy

Today, white snus contributes more than just domestic consumption – it is an important part of the Swedish export economy. Revenues from sales abroad have increased as usage has established itself in other countries. This has led to investments in production, logistics, and product development, thereby creating jobs in various sectors of the economy. Particularly in smaller towns with local production, the effect has been positive.

At the same time, there is a growing need to discuss the social responsibility that this industry must take on. The export contributes to increased consumption abroad and raises concerns as younger target groups are also affected. Both politicians and opinion leaders are discussing how the balance between economic benefits and social consequences should look – and whether current regulations are sufficient to manage the effects that snus export brings.

The Downside: Increased Risk of Addiction

White snus is often marketed as a less harmful alternative to cigarettes, which has given it a certain legitimacy among the public. At the same time, studies show that the product attracts many who have never used nicotine at all. It is common for white snus to be the first contact with nicotine – many have neither smoked nor used snus before.

This is particularly evident among young people and women, two groups that – regarding Swedish habits – have not used much snus previously. Surveys show a significant increase in usage among both junior high and high school students.

Moreover, the gender differences are less pronounced than for traditional brown snus. Overall, this has created a broader consumer base. The development indicates that white snus not only competes with tobacco but also attracts new users into nicotine use.

This raises questions about the risk of addiction. The chemical composition of white snus is optimized to provide rapid nicotine absorption, increasing the risk that users quickly become dependent. This puts pressure on both regulators and producers to take greater responsibility.