FRASCHT, TRENDIGT,BEROENDEFRAMKALLANDE? : Vitt snus bland studenter – vanor, uppfattningar och konsskillnader

The use of snus among young adults in Sweden has changed significantly in recent years. While smoking has declined, the use of white snus, tobacco-free nicotine pouches has increased sharply, particularly among young women. White snus is marketed as a fresh, discreet, and less harmful alternative, which may explain its growing popularity. Although it does not contain tobacco, it does contain nicotine, which is addictive and can negatively affect health. The aim of this study was to examine snus habits among students at Mälardalen University. The focus was on gender differences, perceived health effects, and how design, flavor, and marketing influence usage. A quantitative survey was conducted with 102 snus-using students. The results show that white snus is the most commonly used product. A total of 87 percent reported that they most often use white snus, and 81 percent stated that they always choose flavored snus. Many reported that the design of the can influenced their choice, and more than 60 percent found white snus more appealing than traditional snus. More than half had considered quitting due to health concerns. Gender differences were clear. Women used white snus to a greater extent than men and were more influenced by flavor and appearance. Men more often used traditional snus. However, there was no statistically significant difference in how frequently men and women used snus. The results are interpreted using Social Cognitive Theory, which shows that snus use is not only about nicotine but also about identity, belonging, and the influence of social and visual factors.