What is the future of nicotine pouches in the EU and how can Swedish politicians act to secure the products in the future? This was the question posed by Swedish snus manufacturers to political youth bans in Almedalen. The question was posed in relation to the opportunities for Swedish companies to take part in an export market worth almost 50 billion a year.
Swedish nicotine pouches have become a strong export for Swedish companies. At least in the US, where the value of Swedish exports is 30 billion a year. And the market has the potential to grow even more, if only Swedish politicians ensure that nicotine pouches are regulated wisely and allowed to be sold throughout the EU in the future.
At least that's what they say Anette RosengrenCEO of Philip Morris Norden, who spoke during Almedalen Week. During the Gotlandsnus seminar "Smoke-free society for export - how will the next EU Commission view snus?" she highlighted a future scenario for Swedish snus manufacturers.
"There are 85 million smokers in Europe who have not had this option before. We expect a market worth 50 billion, where Swedish companies will play an important role. It is not just about pure sales. Subcontractors and other related businesses can also get a boost from these exports"
Risk of waiting too long
The discussion on the potential of nicotine pouches as a Swedish export product attracted the attention of both the media and user organisations at the Diplomat Gardens tent in Almedalen. The main topic of discussion was the upcoming revision of the European Tobacco Products Directive, where nicotine pouches are likely to be subject to similar rules as e-cigarettes and other nicotine products.
"Today, different countries have different laws and regulations on these products. Some ban them completely, while others, like Sweden, have clear and effective regulation. The risk is that Swedish politicians miss the opportunity to pursue a Swedish line here - that is, it should be the Swedish regulation that is the best model - not a prohibition line." says Anette Rosengren.
"Should be proud of Sweden and snus"
Patrik Strömer, General Manager of the Swedish Snus Manufacturers' Association, was also on the panel. According to him, Swedish politicians have a golden opportunity to agree on a Swedish line - both in terms of regulation and public health policy goals throughout the EU.
"Sweden has the lowest smoking rate in Europe, and two smoke-free generations, due to sensible smoking legislation combined with the availability of smokeless nicotine, especially snus and nicotine pouches, but also vapes and e-cigarettes. We should be proud of this and spread it to the rest of Europe." says Patrik Strömer.
"Nicotine opponents use a dirty trick"
According to Patrik Strömer, Swedish EU politicians need to be on this ball early, before other political forces start pulling in the opposite direction.
"In the past, it was the tobacco companies that shot down their opponents and undermined sound arguments about smoking. Today, it is instead nicotine opponents who use dirty tactics and spread misleading information about snus, all to undermine harm reduction efforts and to openly discuss the journey Sweden has made. "We are very close to becoming a 'smoke-free country' according to the definition used by the EU and WHO. But no one dares to talk about it."
Bans or age limits?
He also believes that there is a good chance of getting parliamentarians from other countries to join the debate.
"Today, some countries ban nicotine pouches altogether. It is perfectly legitimate to point out that this is actually a trade barrier. In particular, it can be pointed out that the Netherlands, for example, bans nicotine pouches, before trying other more logical measures such as age limits and marketing restrictions. It should also be pointed out that this allows cigarettes to remain on the market. Our politicians can come up with better alternatives - because we already have effective legislation in place," says Mr Strömer.
Big issue in youth organisations
At present, nearly 1.5 million Swedes smoke-free nicotine products more or less daily. 1.2 million use oral products and of these, around 700,000 report using white snus, nicotine pouches. The use of nicotine pouches, but also vapes (e-cigarettes) is clearly greatest in the younger age groups (17-24). This has also made the issue of nicotine pouches important for Swedish political youth organisations.
"In the run-up to the EU elections, 90% of youth organisations talked about nicotine pouches and white snus, and what the upcoming parliamentary term means for users in Sweden. Now it's up to us to push our parent parties to keep pushing the issues in Brussels. They cannot have missed the fact that younger voters actually care about this and that the upcoming revision of the Tobacco Products Directive concerns a lot of young voters," says Hedvig Lindgren, environment and health spokesperson for the Liberal Youth League, who together with representatives of the Centre Youth League and the Sweden Democrats answered the questions from the snus manufacturers.
"Has sobered up here in Sweden"
"It's very easy to have a black and white view of the tobacco and nicotine issue. Many people take the easy way out - cigarettes are bad and should be removed - then we might as well remove all smokeless nicotine too. But it's not that simple. In Sweden, we have finally sobered up a bit, at least in a majority of the parliament, and started to treat smokeless nicotine differently from smoking tobacco. The reduction in the snus tax is a good step and, above all, an announcement that indicates a new philosophy on the issue. We need this sobering up in the European Parliament as well, and I have great confidence that our members down in Brussels can contribute to this", says Pontus Andersson Garpvall, member of the Sweden Democrats in the Justice Committee.
Pride is replaced by fear in Parliament
The Centre's youth alliance was also slightly optimistic about the future of nicotine pouches in the EU. At the same time, he notes that his own party tends to push the issue to the side.
"The pride in Swedish snus and what it means for driving down smoking rates in Sweden is clearly present in the party. But that pride often disappears down in Brussels. There you are surrounded by MEPs who think nicotine pouches are one of the strangest things in existence. It easily becomes quite uncomfortable to talk about in a serious way. It's a problem, for sure", says Nils Nilsson Puronen, 2nd Vice President and Social Policy Spokesperson for the Centre Party Youth League.
The seminar in Almedealen was organised by Gotlandssnus - a small snus producer that is part of Swedish Match, now owned by Philip Morris.
