The use of modern oral nicotine products (colloquially known as white snus or nicotine pouches) is increasing fast among youth and young women in Sweden. Due to aggressive marketing on social media, the colourful snus cans that contain nicotine pouches have become accessories that could be compared with lifestyle products (such as branded clothing, jewellery, or cosmetics). This collaborative design project aims to explore alternative approaches to education against modern nicotine products and to create a small-scale countermovement for the increasing white snus trend. During the project, we have used methods of human-centred design and visual communication in order to facilitate female snus users in reflecting on their own habits and rethinking the lifestyle around nicotine pouches. The project is done in collaboration with female university students who use white snus and two local tobacco control workers in the Region Kalmar län (Region Kalmar County).

The number of female snus users in Sweden has doubled since 2007, which can partially be a consequence of the introduction of white snus, a type of nicotine pouch. This carries significant implications for public health, particularly because a substantial proportion of young individuals who consume white snus had no prior exposure to other tobacco or nicotine products. Consequently, white snus has the potential to attract and introduce new young users to nicotine consumption. This qualitative study aimed to investigate the socio-environmental factors contributing to the consumption of white snus among female adolescents aged between 15 to 18. The data consists of 10 interviews. Guided by the Reciprocal Determinism Model, the study employed thematic analysis to explore the reasons for snus initiation, the continued use of white snus, and the circumstances that could lead to quitting its consumption. Three main themes emerged from the analysis: (1) desirability, (2) exploration and experimentation, and (3) hindrances. The findings elaborated on the socio-environmental factors behind white snus consumption. The marketing and advertisement strategies used by manufacturers were found to reinforce the continued use of white snus among female adolescents. Additionally, economic barriers were identified as the primary motivator for quitting consumption. Peer influence was consistently identified as the trigger for snus initiation. The study also highlighted the ineffectiveness of current regulations in Sweden, as they were easily bypassed, indicating a need for stronger measures to restrict access and limit advertising exposure. As white snus is expanding to countries outside of Sweden, the insights gained from this study can inform the development of early interventions and preventive measures by governments to reduce the likelihood of adolescent nicotine use.