How Women Shaped the Evolution of Snus in Sweden

• Women drove demand for portioned snus.
• Preferences shaped flavours and formats.
• Modern pouches reflect this legacy.

The Snus & Matchstick Museum explains that in the early 1700s, King Fredrik I issued a decree mandating that every Swedish town cultivate tobacco to reduce reliance on imports. This initiative led to widespread domestic tobacco farming, although Sweden’s colder climate made it difficult to produce high-quality tobacco for cigarettes. Instead, Swedes adapted by moistening and salting tobacco, which led to the creation of snus.  

As explained in the How Sweden Quit Smoking Documentary by Atakan Befrits, (Independent / INNCO / NNA Sweden) “So, we did what we do with fish and with vegetables, basically we pickled it.” And Patrik Strömer (Secretary General, Association of Swedish Snus Manufacturers), “Started to moisten it with water and add salt and create another kind of smokeless tobacco, which you put under your lip.”  

According to the Snus & Matchstick Museum, Swedish farmers in the 19th century began refining snus production by mixing ground tobacco with water, salt, and flavourings such as bergamot and juniper berry. Karl Fagerström (Founding Member, Society for Research on Nicotine and Tobacco) explains in this documentary that this form of snus, placed under the upper lip, offered a discreet and practical alternative to smoking. Particularly for workers in industries where smoking was impractical. While Bengt Wiberg concludes, “I would say this is the first tobacco harm reduction product on the planet.” 

By the mid-20th century, tobacco consumption among Swedish women was increasing, but traditional loose snus posed challenges that made it less appealing. Loose snus required pinching and shaping a portion by hand, which was often seen as messy, impractical, and unhygienic, particularly in professional and social settings. As more women entered urban workplaces and modern lifestyles evolved, there was a growing need for a cleaner, more discreet alternative to traditional snus and smoking. 

This shift in consumer preferences contributed to one of the biggest innovations in the snus industry: portioned snus. 

In 1967, Professor Curtin Sell at the Swedish Tobacco Company developed the first portioned snus, inspired by the convenience of teabags. His primary goal was hygiene and ease of use, as loose snus often stained fingers and was cumbersome to handle. This new pre-portioned format made snus easier to use in professional environments, eliminating the need for direct tobacco handling. 

While portion snus was not developed with female consumers in mind, its discreet and pre-portioned design made it more appealing to a wider audience, including women. The pre-portioned format of snus provided a more convenient and discreet option, contributing to increased adoption among women. 

Women embraced portioned snus for several reasons: 

• More hygienic use – No need to touch loose tobacco
• More discreet consumption – A small pouch was easier to conceal and use in public 
• Increased accessibility – Mini portions and lighter strengths catered to different preferences 

Over time, portioned snus surpassed loose snus in popularity, becoming the dominant form of snus worldwide. Today, it is available in a wide range of flavours, strengths, and sizes, catering to the diverse needs of all users, including a growing number of women who prefer cleaner, smoke-free alternatives. 

While portioned snus was not explicitly developed for women, its success can be linked to changing demographics, which included more female users.  

This shift influenced product development in key ways: 

• Flavoured snus: As the market expanded, brands introduced more flavour varieties beyond traditional tobacco, catering to a broader range of consumer preferences, including those of female users.
• Portions: Mini portions and varied nicotine strengths expanded product choices for different consumer preferences. 
• Nicotine pouches: The rise of tobacco-free nicotine pouches followed a similar pattern of prioritising cleanliness, convenience, and variety, further appealing to a broader consumer base.  

The ‘How Sweden Quit Smoking Documentary’ tells us about the invention of the nicotine pouch in the 2000s, “Suddenly, more women quit smoking in Sweden than previously. Females are switching to it more and more, especially young females. (...) And more women realize today that they can get nicotine without smoking.” 

While tobacco snus cannot be legally sold in the UK under the Tobacco and Related Products Regulations 2016, tobacco-free snus has become a widely available alternative for adult consumers. These smoke-free, spit-free, and tobacco-free pouches provide a similar experience to snus, offering a discreet way to enjoy nicotine without combustion or smoke. 

The growth of nicotine pouches reflects similar consumer trends seen with portioned snus—a preference for smoke-free and easy-to-use alternatives. With a variety of flavours and strengths, nicotine pouches offer a smoke-free alternative for adult nicotine consumers. 

Curious about modern alternatives? Read our guide on Nicotine Pouches in the UK. 

For adult users seeking a discreet, tobacco-free nicotine option, a range of nicotine pouches are available. 

As we mark International Women's Day 2025, it’s important to recognise the often-overlooked role of women in shaping industries like snus. While portioned snus was not designed specifically for female consumers, its growing adoption reflected changing consumer preferences, including among women. 

From rural Sweden’s homemade blends to the global success of portioned snus, women’s contributions have been fundamental in making snus what it is today. And as the industry continues to evolve, one thing remains clear—the future of snus, like its past, will continue to be shaped by those who challenge conventions and drive innovation forward.