Why is snus becoming so popular? What in the World podcast - BBC World Service

Key Concepts

Snus, white snus (nicotine pouches), smokeless tobacco, nicotine addiction, health risks (oral health, cancer), marketing to young people, "zynfluencers," regulation, nicotine replacement therapy, Tobacco and Vapes Bill (UK).

What is Snus?

• Definition: Snus (often pronounced "snoos") is a smokeless tobacco product originating from Scandinavia. It consists of ground tobacco, salt, and other ingredients.
• Usage: Placed under the upper lip, allowing nicotine to be absorbed into the bloodstream through the gums.
• White Snus/Nicotine Pouches: Similar to snus in usage but do not contain tobacco. They only contain nicotine.
• Legality: Traditional snus (containing tobacco) is illegal to buy and sell in the UK but legal to use. Nicotine pouches are legal to buy, though recommended for ages 18+. Banned in some EU countries (France, Belgium, Netherlands).

Manufacturers and Popularity

• Manufacturers: British American Tobacco, Swedish Match, and many others are producing snus and nicotine pouches.
• Rising Popularity: The products are gaining popularity, leading to increased manufacturing.
• Footballers: A 2023 survey indicated that almost one in five professional footballers in England use snus/nicotine pouches. Loughborough University study supports this.
• Reasons for Use (Footballers): Believed to help with calming down and concentration.

Health Risks

• Brown Snus (Tobacco-Containing): Linked to oral, throat, and pancreatic cancer.
• White Snus (Nicotine Pouches):
  • Limited long-term studies due to being a newer product.
  • Linked to oral health problems: receding gums, sores, tooth decay.
• Nicotine Strength: Pouches vary in strength, some exceeding 20 times the nicotine content of a cigarette.
• Adverse Reactions: Reports of dizziness, nausea, and fainting, especially among first-time users.

Snus Use in Sweden

• Fanna Ndow Norrby's Experience: A journalist from Sweden who used white snus for 2.5 years despite never smoking.
  • Started due to boredom during the pandemic and exposure through social media and free samples.
  • Experienced anxiety, difficulty sleeping, and physical stress.
  • Quit after a severe physical reaction (flu-like symptoms, vomiting) from using strong pouches.
• Matilda Skarehag's Insights: A Swedish radio journalist.
  • Brown snus has a long history in Sweden.
  • White snus targeted young people through influencers and marketing.
  • Snus use among young women in Sweden is at record high levels (almost a third of girls in high school).
  • Sweden has an exemption from the EU ban on oral tobacco due to the cultural significance of brown snus.
  • Regulations (age limits, marketing bans) have not been very successful in curbing white snus use.

Snus as an Alternative

• Nicotine Replacement vs. New Product: Intended as an alternative to smoking, but marketing and flavors appeal to non-smokers.
• Addiction Risk: Young people may not be aware of the addictive potential.
• Similarities to Vaping: Bright colors, flavors, marketing strategies, and increasing popularity among young people.
• Tobacco and Vapes Bill (UK): Aims to restrict marketing and sales to young people.

Marketing and Influencers

• "Zynfluencers": Influencers on platforms like TikTok promote nicotine pouches as part of their lifestyle.
• Concerns: Normalizes use, encourages experimentation, and downplays the addictive nature.
• Free Samples: Distribution at music festivals and events encourages initial use.

Industry Perspective

• British American Tobacco (Velo): Claims nicotine pouches are a reduced-risk alternative for adult smokers and supports regulation but opposes a ban.
• Philip Morris International (Zyn): States they market only to adults of legal age (21 in the US) who are existing smokers or nicotine consumers and claims underage use is extremely low.
• Nordic Spirit: Only sells to people over 18.

Conclusion

Snus and nicotine pouches present a complex issue with potential benefits as smoking alternatives overshadowed by concerns about youth appeal, marketing tactics, and potential health risks. The lack of long-term studies on white snus and the rise of "zynfluencers" necessitate further research and stricter regulations to protect young people from nicotine addiction. The debate continues whether these products are genuinely harm-reduction tools or simply new avenues for the tobacco industry to profit.