Sverige är nu rökfritt på riktigt

For a couple of years now, we have been saying that Sweden is “almost smoke-free”, “practically smoke-free”, “virtually smoke-free”. Well, no more.

Public health policies love to argue over what might work, but here in Sweden, we prefer to look at what is working. The Central Association for Alcohol and Drug Information (CAN) just released its comprehensive report, Rapport 244 (in Swedish), tracking Swedish tobacco and nicotine habits up to 2025. The data tells a massive story, one that the rest of the world desperately needs to read. We are simply watching the death of the cigarette in real-time, driven entirely by a massive shift toward safer, smokeless alternatives. A summary of the report in English can be found at CAN’s website.

1. Daily smoking has plummeted (down 50 percent since 2003)

If you need proof that harm reduction works, look no further than the smoking numbers. In 2025, overall daily smoking dropped to a historic low of just 5 percent.

• Daily smokers are cutting back significantly. In 2003, the average daily smoker went through 4,500 cigarettes a year. By 2025? That number fell to 3,500.

• The next generation rejects smoke: The drop is most dramatic among young adults (ages 17–29) and women. For young people, smoking has transitioned from a daily habit to an occasional, sporadic thing (only 5% smoke daily across the whole population).

The traditional cigarette is fast becoming an archaic relic. Though here we have to watch out for a the resurgence of smoking promotion in Hollywood production. And how that might inspire new generations to take up smoking again.

2. The Rise of the Pouch: Snus and nicotine pouches keep growing

As smoking hits the floor, smoke-free alternatives are doing the heavy lifting. In 2025, 22 percent of the population used snus or nicotine pouches.

Unlike smoking—where users are split between daily and casual habits—pouch users are overwhelmingly dedicated. A massive 19 percent are daily users, compared to just 3% who use them sporadically.

The great divide: white vs. brown

The report reveals a fascinating 50/50 split in the population between traditional brown snus and all-white nicotine pouches. However, who is using what tells a clear story about the future of flavor:

• Nicotine pouches (all-white): Distinctly favored by women and young adults.

• Traditional brown snus: Still heavily favored by men and older demographics.

Daily pouch consumers are also enjoying their products more consistently, with the average consumption rising from 200 tins a year (2007–2018) to 243 tins a year in 2025, largely driven by the 50+ crowd.

3. Vaping gains a foothold

Vaping remains a smaller piece of the puzzle but is growing among specific crowds. Around 5 percent of Swedes vaped in the month leading up to the survey. Unlike snus, vaping is mostly a casual habit, with 3.4 percent being sporadic users and only 1.9 percent vaping daily.

It is a trend dominated by the youth, 16 percent of 17–29 year-olds vape, and the vast majority (87 percent) are opting for products containing nicotine, a steep rise from a few years ago.

The big picture: Overall, 30 percent of the Swedish population uses some form of nicotine. But because they are choosing to put it under their lip or vaporize it rather than light it on fire, Sweden continues to boast the lowest rates of lung cancer and tobacco-related mortality among men in the European Union.

The takeaway

When you give people access to low-risk alternatives that satisfy their nicotine needs without the hundreds of toxic chemicals found in cigarette smoke, they switch. While the EU continues to drag its feet on modern harm reduction, the Swedish people are voting with their wallets—and their lips. The future isn’t smoke-free by prohibition; it’s smoke-free by innovation.

Let’s keep making the world smokeless.