A Deep Dive into Sweden’s Smoke-Free Success: Day Two
Our Swedish adventure continues as we delve into day two of our trip. The morning began with some challenges, particularly regarding time management. Anyone familiar with African time knows that punctuality can be quite different compared to the Swedish approach, where being on time is a point of pride. After missing two shuttles, we finally made our way to the renowned Snus and Match Museum in Jönköping, Sweden, thanks to the careful organisation by Patrik Hildingsson, Vice President of Communications and Public Affairs at Swedish Match.
The Snus and Match Museum
The Snus and Match Museum offers a fascinating glimpse into industrial and cultural history, focusing on the heritage of snus and matches in Sweden. Established in 1938 as a staff museum for employees of the Swedish Tobacco Monopoly, it was originally known as the Tobacco Museum. The museum showcases collections from tobacco factories integrated into the Tobacco Monopoly in 1915, providing valuable insights into Sweden’s unique and innovative history.
During our visit, we explored the evolution of tobacco and the innovation of snus. The exhibit shed light on the origins of snuff and its popularity among the elite in earlier centuries. Following the tour, Patrik presented on what is often referred to as the “Swedish Experience,” detailing how Sweden has successfully reduced its smoking rate to an impressive 5%.
The Acquisition of Swedish Match
Patrik also discussed the recent acquisition of Swedish Match by Philip Morris International (PMI), which was finalized on May 22, 2023. This strategic move marks PMI’s commitment to transitioning away from traditional cigarettes and toward smoke-free alternatives. The acquisition significantly bolstered PMI’s portfolio in the snus market, paving the way for the development of products like Zyn, a nicotine alternative that contains no tobacco.
Observing Smoke-Free Alternatives
As we continued our exploration, we visited a 7-Eleven store, where it was clear that smoke-free alternatives have become widely accepted. The shelves were stocked with various oral smokeless products, including snus and nicotine pouches.
Sweden has implemented several effective strategies to reduce smoking rates, such as public smoking bans, educational campaigns about the harms of cigarettes, high taxes on tobacco products, and strict regulations on tobacco marketing. It was encouraging to observe the impact of these measures; we rarely encountered individuals smoking cigarettes, and those we did see were mostly tourists.
The Benefits of Sweden’s Approach
Sweden’s efforts have resulted in a significant reduction in smoking-related diseases, a stark contrast to countries like Greece and Bulgaria, which have higher smoking rates, according to the Eurobarometer 506 conducted in February 2021. The Swedish government’s initiatives are commendable and provide a model that South Africa could consider implementing, given the rising concerns over smoking.
Our second day concluded with a return to our hotel to collect our bags before heading to Gothenburg, Sweden’s second-largest city. In our next article, we will continue our journey by exploring Gothenburg, including a tour of the Swedish Match Museum, a visit to a stand-alone Swedish Match store, and some city exploration.
Stay tuned for more insights from our travels!
