Nicotine pouches power Swedish women to go smoke-free, study reveals

Oral nicotine pouches are revolutionising women’s smoking cessation rates and propelling Sweden closer to becoming the world’s first smoke-free nation, a new study has revealed.

The ‘Power in a Pouch’ report, launched today by campaign group Smoke Free Sweden, shows how these tobacco-free products have become a decisive factor in Sweden’s progress, particularly among its female population, who are quitting smoking faster and more effectively than ever.

Since their introduction in 2016, tobacco-free pouches have:

• Helped to accelerate the decline in smoking for both genders, with a nearly 200 per cent rise in quit rates among women.
• Outperformed all other quit aids; women ranked pouches nearly three times higher than vapes and 56 per cent higher than gum.
• Been identified by the research as the preferred quit aid for all ex-smokers for being clean, socially considerate and stigma-free.
• Driven a 49 per cent drop in smoking among women, who historically quit at lower rates than men.

“The evidence is crystal clear: nicotine pouches are the most effective way to help smokers – especially women – quit,” said report co-author Dr. Marewa Glover, a behavioural scientist from New Zealand.

“Health data and women’s testimonials show pouches are safe, socially acceptable, and fit modern lifestyles. They’re pragmatic, effective, and our best hope for a smoke-free future.”

Sweden’s harm reduction strategy stands in contrast to restrictive approaches elsewhere. Rather than banning safer products, Sweden embraced them – recognising they are far less harmful than cigarettes.

Sweden’s smoking rate is now 5.3 per cent, just above the 5 per cent smoke-free benchmark. Male lung cancer deaths are 61 per cent below the EU average; total cancer deaths, 34 per cent lower.

Report co-author Dr. Delon Human warned that excessive regulation could jeopardise these gains, especially for women.

“Misguided bans are blocking access to products that save lives,” said Dr. Human, leader of Smoke Free Sweden and former secretary general of the World Medical Association.

“That’s not just bad policy – it’s a public health disaster. Women deserve access to the quit aid that works best.”

Dr. Glover added: “When women can choose clean, stigma-free options, quit rates soar. Denying access means condemning another generation to smoking-related death.

“Policymakers must follow Sweden’s lead – or be complicit in preventable deaths on a massive scale.”