Tobacco Asia 45
Henriquez, referencing the complex political dynamics, expects tighter regula-
tions around taxation and product characteristics within the next 5 years but hopes
they will be science-based and grounded in the tobacco harm reduction continuum.
"Taxation will initially help prevent youth uptake due to limited disposable income,"
he says. "Long-term, though, it won't have much impact. I think the recent experience
with vaping has regulators very spooked about how quickly youth use can grow. But
there's no indication that young people are taking up nicotine pouches—in contrast to
vapes, they're simply too discreet to be seen as cool."
Sweden as a model?
Despite increasing restrictions, the EU is far from reaching its goal of becoming
smoke-free by 2040, defined by the World Health Organization (WHO) as less than
5% average smoking prevalence. Rates have dropped from around 28–29%in 2011,
when the current TED was adopted, to about 24–25% today. So far, only Sweden
has achieved smoke-free status—thanks largely to widespread use of snus and, more
recently, nicotine pouches. Sweden's male lung cancer mortality rate is 61% lower than
the EU average, and its total cancer death rate is 34% lower.
Patrik Strömer, secretary general of the Association of Swedish Snus Manufac-
turers, believes the EU should adopt the Swedish model. "Before they were regulated
as a product, nicotine pouches were regulated by the Ministry of Finance. There's a
decent but substantial excise tax on pouches in Sweden. I think politicians will have to
ask themselves whether they want to raise money for the government or create better
public health."
Sweden currently taxes pouches at SEK207 (US$21.88) per kg—lower than the
SEK432 per kg applied to snus. "We now have two smoke-free generations, according
to the public health agency's latest data," Strömer says. "Across the EU, it's highly un-
Patrik Strömer, secretary general,
Association of Swedish Snus Manufacturers.
