Sweden Leads Europe in Smoke-Free Innovation

During a recent visit to Sweden, Sada El Balad met with several experts and industry professionals specializing in the development of smoke-free products and better alternatives to traditional cigarettes. 

The delegation toured multiple production sites and scientific facilities committed to research and innovation in less harmful nicotine alternatives and smoke-free alternatives to traditional cigarettes.

One of the main stops was at the labs of Swedish Match—now a subsidiary of Philip Morris International (PMI)—which produces snus and nicotine pouches such as ZYN. Experts explained the rigorous quality assurance processes used to test these products, including their exposure to varying levels of heat, humidity, and pressure to simulate different global climates. This ensures the consistency and reliability of the product's nicotine delivery while maintaining its quality across international markets.

Among those interviewed was Samuel Lundell, Chairman of the National Association of Snus Users in Sweden. He explained that snus and nicotine pouches offer adult smokers a less harmful alternative to smoking. These products still deliver nicotine but in a different form and with reduced risk. He pointed out that the design of nicotine pouches has evolved over time, with smaller, more discreet sizes that appeal especially to women, many of whom previously preferred the aesthetics of traditional smoking. The latest flavors and pouch designs aim to support female smokers in their journey to switch to less harmful alternatives, offering both ease of use and better health outcomes.

Lundell added that the main mission of the association is to protect the rights of snus and nicotine pouch users. “The association is fully independent,” he said, “funded exclusively by its members. We do not accept financial support from tobacco companies or government institutions to preserve our freedom of speech and defend consumer rights effectively.”

In another discussion, Dr. Anders Milton, former CEO and President of the Swedish Medical Association, emphasized that the number of smoking-related cancers is declining in Sweden among consumers of alternative smoking products, particularly nicotine pouches and snus. Several studies have found that the incidence of cancers in the human organs involved in alternative smoking (mouth, esophagus, lungs, and stomach) in Sweden is lower than in all other European countries, especially since there has been concern about the direct absorption of nicotine from these products through the mouth, passing through the throat and reaching the stomach.

Milton continued, "We have not found any negative impact in the form of increased cancer rates among smokers of less harmful alternative products. Although smoking rates are generally low, the incidence of cancer remains lower than in all European countries, and lower than the average rates in the European Union."

The visit concluded with a meeting with Patrik Hildingsson, Director Oral Category Communications at Philip Morris International. Hildingsson revealed that PMI has invested nearly $14 billion in scientific research since 2008 to develop and validate smoke-free, less harmful alternatives to traditional tobacco products. He noted that several of PMI’s smoke-free products have received regulatory authorizations from health authorities in various countries, including the U.S. Food and Drug Administration (FDA).

He added that Swedish Match was acquired by Philip Morris International about two years ago, and is distinguished by its alternative products of snus and nicotine pouches. It operates three facilities in Sweden dedicated to the production and development of nicotine pouches and snus, including three manufacturing sites and three flagship stores serving a diverse customer base. These stores also support product customization and flavor innovation to better suit consumer preferences.

“Sweden has one of the lowest smoking rates in Europe,” Hildingsson concluded, “and a large percentage of nicotine users have transitioned to smoke-free alternatives. This has had a tangible impact on public health, as Sweden now reports the lowest incidence of smoking-related diseases across the continent.