In this captivating article from The New Yorker, we journey into Sweden—a country renowned for its quiet, electric-vehicle-filled streets and near disappearance of traditional smoking—as we uncover the surprising nicotine revolution driven by snus and its modern cousin, white snus. Once used solely by Swedish men, snus has evolved into a range of sleek, flavor-packed nicotine pouches that have not only transformed smoking culture at home but also taken the U.S. market by storm with brands like Zyn—a product so influential it sparked a shortage dubbed the “Zynpocalypse.” The article explores how white snus, designed to appeal to women and tech-savvy consumers, contrasts sharply with the old-fashioned, brown snus and even with trendy alternatives like Juul and Nicorette, all while igniting debates on health, addiction, and harm reduction. As one enthusiastic user put it, “I’m awake approximately seventeen hours a day, and I probably have a snus in my mouth for sixteen hours and thirty-two minutes,” capturing the intense devotion to this modern nicotine ritual.

Key Points:

• Swedish Smoking-Free Culture: Sweden’s low smoking rates (under 5%) and clean urban environment have led to widespread adoption of nicotine pouches, with snus deeply embedded in the local culture.
• Snus History and Evolution: Originating in the seventeenth century, snus evolved from powdered tobacco into modern pre-portioned pouches. The introduction of white snus—flavorful, odorless, and less staining—expanded its appeal, especially among women.
• U.S. Market Surge and Zyn: Launched in 2014, Zyn by Swedish Match (later acquired by Philip Morris) has become a U.S. sensation, spurred by endorsements from influencers like Joe Rogan and Tucker Carlson, with sales skyrocketing by 80% in early 2024.
• Product Innovations: Multiple brands have emerged in the white pouch market, including ON! by Altria and Lucy’s innovative offerings (Breakers and Excel), each incorporating unique features such as “flex tech” encasements and flavor capsules for enhanced experience.
• Health and Regulatory Debates: While nicotine pouches are touted for harm reduction compared to smoking, experts caution about addiction risks. The FDA’s recent approval and ongoing marketing discussions illustrate the tightrope between providing safer alternatives and preventing youth addiction.
• Cultural Impact and Consumer Identity: From Wall Street executives to casual users, nicotine pouch consumers have created a subculture with their own lingo and traditions, reinforcing a shared identity fueled by convenience and the discreet nature of the product.

This episode dives into how the new nicotine gold rush is reinventing smoking culture and what it means for health, regulation, and lifestyle in both Sweden and America.
Link to Article