FOR IMMEDIATE RELEASE
New Poll Shows Health and Product Diversity Key for Ex-Smokers Switching to Alternative Nicotine Options in Sweden
* Consumers prioritize flavor and nicotine levels when choosing alternative nicotine products
* Over half of the consumers believe the government should support more the switch to safer products
Stockholm, Sweden (April 26, 2023) – A recent opinion poll conducted by Ipsos and commissioned by We Are Innovation has found that Swedes who switch to Alternative Nicotine Products (ANPs), such as snus, nicotine pouches, vaping and heated tobacco, are primarily motivated by health concerns. The study titled “Swedes’ views on the alternatives to cigarettes. Usage of alternative nicotine products among former cigarette smokers” sheds light on what enabled ex-smokers in Sweden to turn to ANPs and what factors influence their decision-making.
Sweden is poised to become the first smoke-free country in Europe in 2023, with a smoking rate expected to drop below 5%. This noteworthy accomplishment puts Sweden 17 years ahead of the EU’s target for 2040. According to the Ipsos poll, the combination of stringent tobacco control measures and the promotion of safer nicotine products has incentivized consumers to switch from traditional cigarettes to ANPs.
Federico N. Fernández, CEO of We Are Innovation: “The Ipsos poll has definitively shown that ex-smokers primarily switch to alternative nicotine products for the sake of their health. While social and financial factors play a part in this decision, health is undoubtedly the biggest motivator for ex-smokers to quit smoking and turn to snus and newer, more innovative products, like nicotine pouches, vaping and heated tobacco.”
Dr. Anders Milton, PhD at the University of Uppsala, ex-chairman of the World Medical Association, past president of the Swedish Red Cross: “The data shows what we, in the Smoke-Free Sweden Movement, have been saying: Sweden’s policies, which support smokers to switch to alternative products, have led to a record low smoking rate. Sweden is now on track to become the EU’s first smoke free country. This greatly benefits the nation’s public health – we already have the EU’s lowest incidence of smoking-related cancers. If every EU country followed Sweden, around 3.5 million lives could be saved in the next decade.”
Jonas Fritz, Opinion Analyst at Ipsos Sweden: “When replacing cigarettes with another nicotine product, women tend to turn to tobacco-free nicotine pouches much more than men, who most commonly use snus instead. Vaping is also more common among women than men. The women’s tendency to go for next-generation nicotine products could result from the higher social pressure on women we see when asking about reasons to quit smoking. Still, it could also be because of their inclination to put a higher value than men do on the customizability of their nicotine products – both in terms of flavor options and getting to choose nicotine level.”
Undoubtedly, the availability of a wide variety of alternative nicotine products plays a vital role in helping individuals quit smoking. Affordability also serves as a crucial driving force, encouraging smokers to transition to ANPs. The Ipsos poll has revealed that nearly two-thirds of former smokers consider cost-effective options, which are less expensive than cigarettes, to be essential in persuading smokers to quit.
The prevailing sentiment among consumers is that the government and public health organizations exhibit a predominantly hostile or neutral stance towards ANPs. They asserted that robust government support would be of paramount importance.
Methodology
The study surveyed a representative sample of over 1,000 Swedish ex-smokers between 18 and 65+. We Are Innovation hopes that this study will inform policymakers, media, and stakeholders about the factors that drive smokers to switch to alternative nicotine products and what can be done to support them in quitting smoking. For more information, visit https://weareinnovation.global/.
ENDS
ABOUT WE ARE INNOVATION
We Are Innovation is a dynamic network of individuals and institutions who deeply believe in innovation’s power to drive progress and solve the world’s most pressing problems. With over 30 think tanks, foundations and NGOs based worldwide, We Are Innovation represents the diverse voices of a global civil society committed to advancing human creativity, adopting new technologies, and promoting innovative solutions. Through our collaborative approach and cutting-edge expertise, we are driving global transformative change. To learn more about our work, visit us at https://weareinnovation.global/.
