Nicotine pouches have overtaken traditional snus in Sweden and Norway, according to a new analysis of online sales data covering more than seven years.
The study, released as a preprint in JMIR Public Health and Surveillance, examined more than 19 million e-commerce orders between 2018 and 2025.
Researchers found that “nicotine pouches have overtaken traditional snus in market share in both countries, reinforcing the potential of nicotine pouches as a harm reduction tool.”
Market shift by 2025
Sales data show a steady rise in nicotine pouch use in both countries, with a corresponding decline in snus.
By 2025, “NPs surpassed snus in market share in 2025 in both countries,” the authors reported.
In Sweden, nicotine pouches rose from five per cent of the market in 2018 to 55 per cent in 2025, while snus fell from 95 per cent to 45 per cent. In Norway, pouch sales increased from 22 per cent to 56 per cent over the same period, with snus declining from 78 per cent to 44 per cent.
The analysis was based on purchases from seven major e-commerce platforms, covering more than 1.7 million customers.
Gender trends
The study also tracked differences between male and female consumers.
Researchers noted that “female crossovers occurred in 2022,” meaning women were buying more nicotine pouches than snus from that point onward. Men still bought more snus overall, but the gap continued to narrow.
‘Aligned with tobacco harm reduction’
In their discussion, the authors said the findings suggest a wider shift in how nicotine is consumed in Scandinavia.
“Data from more than 19 million e-commerce orders show that NPs overtook snus in market share in Sweden and Norway in 2025, offering early evidence of market displacement in both countries,” they wrote.
They added that the trend is “aligned with tobacco harm reduction,” while stressing the need for ongoing monitoring and regulation.
The paper also points to earlier research showing that nicotine pouches contain fewer harmful substances than traditional smokeless tobacco products.
International context
The researchers compared current trends with earlier changes in smoking habits in Sweden and Norway, where many users switched from cigarettes to snus in previous decades.
They also referenced regulatory decisions in the United States. The study notes that the U.S. Food and Drug Administration has authorised certain snus products with the claim that: “Using General Snus instead of cigarettes puts you at a lower risk of mouth cancer, heart disease, lung cancer, stroke, emphysema, and chronic bronchitis.”
According to the authors, nicotine pouches contain even fewer toxicants than snus, placing them at the lower end of the risk spectrum for non-medicinal nicotine products.
Study limitations
The researchers acknowledged that their analysis relied on data from a single e-commerce group. However, they said these platforms account for a large share of the market in both countries and may provide more timely insights than national surveys.
They also emphasised that nicotine remains addictive and “should not be used by vulnerable populations such as youth, pregnant women, and individuals with certain health conditions.”
Further research
The authors called for further research into how users move between cigarettes, snus, nicotine pouches and quitting altogether, as well as the long-term health effects of these shifts.
