Meet Morton, a 20-year-old in Stockholm. During his lunch break, he picks up fresh snus, a popular smokeless tobacco product in Sweden.

Snus is a small bag of tobacco, which you place under your lip. It contains nicotine.  Some people believe that Sweden’s low smoking rates, 5.6% in 2022, are thanks to snus.  But there is a problem with these nicotine bags. While fewer people smoke, snus and nicotine pouch use increases, especially among women. Nicotine bags, without tobacco, are a recent addiction.

Experts expect the global nicotine pouch market to reach 17.6 billion dollars by 2029. Some people say that snus became popular in Sweden thanks to anti-smoking measures from the 1990s.

