The risk of a man dying from a tobacco-related illness is less in Sweden than in any other country, although tobacco consumption is on a comparable level with that of other countries in Europe and around the world. Researchers refer to this paradox as “the Swedish Experience”.
Sweden became the world’s first “smoke-free” country by driving adult smoking below 5%.
Sweden has achieved a historic public health victory, officially becoming the world's first and only “smoke-free” country by driving adult smoking rates below 5%. This unparalleled success was not achieved through prohibition, but by the widespread adoption of safer, smoke-free alternatives like snus, the precursor to modern nicotine pouches. This proves that informed adult choice and access to better products can dramatically accelerate the decline of smoking. It is our foundational goal to replicate this Swedish model of harm reduction in Nigeria, offering millions of adults a path away from combustible cigarettes and toward a smoke-free future.