STOCKHOLM—Sweden is emerging as the best model on tobacco harm reduction for countries like the Philippines which aims to lower smoking risks by providing consumers with alternatives to traditional cigarettes.
Laura Ellsinger, corporate affairs and communications manager for Scandinavia at JTI Sweden AB, noted Sweden’s success in achieving the lowest smoking rate in the European Union, with only 5.4 percent of its population identified as daily smokers. This, she said, is largely due to the widespread use of snus and nicotine pouches.
Ellsinger said more than 16 percent of Swedes consume nicotine orally, a practice that could soon help the Nordic country achieve “smoke-free” status, defined as falling below the 5-percent smoking threshold.
Serkan Karasulu, JTI Sweden’s factory lead, showcased the latest technologies at the company’s Vårgårda municipality factory, where snus and nicotine pouches for various markets are produced.
“We prepare our Swedish quality snus in our venerable factory in Vårgårda,” Karasulu said. “By combining 200 years of snus tradition with modern technology and a sustainable approach, we have become a strong actor on the Swedish snus market.”
Nordic Snus, a JTI brand, is a significant competitor in the snus market and a leading producer of nicotine pouches.
Karin Tan, reduced risk products category director at JTI, cited Sweden’s leading position in modern oral nicotine products and their potential for harm reduction.
“At JTI Philippines, being the first and at the helm with Nordic Spirit since May 2023, we are optimistic, with Swedish conviction, that nicotine pouch will deliver the pleasurable smoking alternative our adult Filipino nicotine consumers are seeking,” Tan said.
JTI Scandinavia employs 215 people from 20 nations, including the Philippines. Tan identified the Philippines as a high-growth market for nicotine pouches.
Ellsinger said Public Health England and other scientific bodies recognize snus as significantly less harmful than smoking. While Sweden has a uniquely low proportion of smokers, nicotine use remains comparable to other EU countries due to snus and nicotine pouches, she said.
“Smoking is decreasing across the entire population. Daily smokers make up less than 5 percent of the population with a Swedish background,” Ellsinger said.
“Even among people born abroad, the proportion of smokers is relatively low compared to the prevalence in their countries of origin. A growing share of foreign-born individuals use snus. Total nicotine use [snus and cigarettes] has halved among foreign-born Swedes over the past 20 years,” she said.
Ellsinger said nicotine pouches offer an effective alternative for smokers who wish to quit cigarettes but not necessarily nicotine.
“With over 80 million smokers in the EU, reducing smoking prevalence from over 20 percent to below 5 percent requires realistic strategies,” she said.
“Traditional tobacco control methods focused on total nicotine abstinence have failed many. Policymakers must therefore support reduced-risk alternatives that reflect consumer preferences, including taste, ease of use and nicotine delivery,” said.
Ellsinger cited oral nicotine pouches as a promising solution, citing Sweden and Norway as examples of how these products can dramatically reduce smoking rates.
“Sweden’s smoking prevalence is one-fifth the EU average,” she said.
“Sweden also has 41 percent fewer cancer cases, 38 percent fewer cancer deaths and a 39.6% lower tobacco-related mortality rate than the EU average. While not risk-free, nicotine pouches are widely recognized as significantly less harmful than smoking cigarettes,” she said.
Given the Philippines’ 20.4 percent smoking rate and strict public smoking laws, Ellsinger believes the market is well-suited for reduced-risk alternatives.
Tan reported that sales of Nordic Spirit, the first nicotine pouch brand in the Philippines, are seeing a 23 percent month-on-month increase across the country.
