No description available.

In light of the exponential growth of the nicotine pouch industry, major tobacco-industry players have shown increasing interest in newer nicotine and tobacco products, despite the lack of discernible differences them. Therefore, this study aims to investigate the differentiation strategies of companies within the Swedish nicotine pouch market, and further, the long-term competitiveness of these strategies. The study has applied an abductive and qualitative method to interpret non-numerical data of 14 companies through a document analysis, complemented by two semi-structured interviews. Empirical findings have been analysed using a conceptual model based on previous theories and research on product differentiation. The thesis identified five traditional, alongside three industry-specific modes of differentiation apparent within the market. Primarily, companies differentiate through branding and marketing, adaptiveness, health advocacy and sustainable branding. Interestingly, besides flavour innovation, technology and innovation-driven differentiation is less common within the industry. Most strategies identified within the market are, however, easily imitable, and therefore not competitive long- term. Ultimately, findings suggest the industry is at a crossroads: Consumers currently hold a significant amount of power with a variety of options and little to nothing swaying them in one direction or the other.

Marknadsföring av hälsofarliga produkter inom områden som till exempel alkohol och tobakhar länge ifrågasatts då det går emot främjandet av folkhälsan. Tidigare forskning tyder på att exponering för marknadsföring av dessa produkter leder till ett ökat konsumtionsbeteende hos unga. Lagar kring regleringar av bland annat åldersgränsen och marknadsföring av dessa produkter har således stiftats, men nya produkter sätter ständigt krav på en granskning av dessa lagar. De relativt nya tobaksfria nikotinprodukterna reglerades inte på flera år under en lag och företag kunde således använda sig av flertalet strategier för att marknadsföra nikotinprodukter, exempelvis vitt snus och e-cigaretter. Fåtalet forskning har gjorts kring exponeringen förmarknadsföringen av nikotinprodukterna och ungas påverkan av denna, men de som har gjorts visar på ett samband mellan exponeringen och en ökad mottaglighet samt en ökad sannolikhet till att börja konsumera produkterna. Studien syftar till att öka förståelsen för hur företags marknadsföring av nikotinprodukten vitt snus uppfattas av generation Z i Sverige och till vilken grad marknadsföringen påverkar dem för att således nyansera problemet. En kvalitativ studie genomfördes där tre fokusgruppsintervjuer med totalt femton deltagare genomfördes. Empirin samlades in genom att spela in samtliga intervjuer vilka sedan transkriberades för att möjliggöra en objektiv analys. Empirin visar att respondenterna upplevde att företags marknadsföring av vitt snus framhäverpositiva attribut hos produkten genom färgglada och tilltalande annonser där produkten marknadsförs likt en essentiell accessoar. Vitt snus ansågs även vara normaliserat och marknadsfördes likt en godis eller ett tuggummi vilket riktade sig mot en ung målgrupp. Det framgick även att deltagare har fått en förändrad attityd gentemot produkten vid en längre tids exponering via dels marknadsföring, dels vänners konsumerande av produkten. Deras negativa och hälsofarliga uppfattning av vitt snus hade minskat till den grad att de till slut konsumeradeprodukten. Vidare visade influencers ha betydelse för ungas konsumtionsbeteende och deras roll som förebild ifrågasattes av respondenterna med tanke på deras stora inflytande på sina följare. Slutligen fanns det även ifrågasättanden gällande influencers verkliga anledning till samarbeten med företag där marknadsföring av hälsofarliga produkter ansågs endast bero på den ekonomiska aspekten då de gör reklam för ett hälsofarligt konsumerande. / Marketing of health-hazardous products in areas such as alcohol and tobacco has long been a discussed topic as it questions the promotion of public health. Previous research indicates that exposure to marketing of these products leads to increased consumption behavior among young people. Laws surrounding the regulation of, for instance, the age limit and marketing of these products have thus been established. However, newly established products on the market constantly require an inspection of these laws. The relatively new tobacco-free nicotine products were not regulated for several years when these entered the market. Therefore,companies were able to use several productive strategies to market nicotine products, for example white nicotine pouches and e-cigarettes. Research on nicotine products marketing exposure and the effect on young people shows an association between the marketing exposure and an increased susceptibility and a behavior change. This study aims to contribute with a profound understanding of how companies' nicotine product marketing of nicotine pouches is perceived by generation Z in Sweden and to what extent themarketing influences them, in order to nuance this questioned topic. A qualitative method was applied where three focus group interviews with fifteen participants were conducted. The interviews were recorded to get a full transcription and enable an objective analysis. The results show that the participants perceived the companies' nicotine pouches marketing to emphasize positive attributes of the product through colorful and appealing advertisements,where the product appeared like an essential accessory. The nicotine pouches were also perceived to be normalized in society and were marketed like candy or chewing gums which targeted a younger audience. It also emerged that participants had a reduced harm perceptionsof nicotine pouches through a longer period of market exposure and exposure of the product through friends. Their reduced harm perceptions resulted in consumption of the product. Furthermore, influencers were shown to have an impact on young people's consumption behavior and their part as a role model was questioned by respondents regarding their influence on their followers. Finally, the results show participants critically question influencers' real reason for collaborations with companies. The marketing of health-hazardous products was considered only a financial manner as the influencers promote a health-hazardous consuming.

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.