Brazil’s Nicotine Pouch Limbo Threatens Female Smoking Cessation Gains

Event summary

  • Brazil’s lack of regulation on nicotine pouches deprives women of a tool that helped Sweden cut female smoking rates by nearly 50% since 2016.
  • Sweden’s female smoking rates are now among the lowest globally, declining six times faster than elsewhere in Europe.
  • Brazil’s smoking prevalence rose for the first time since 2007, reaching more than double Sweden’s rate as of May 2025.
  • Nicotine pouches were ranked as the most effective quitting aid by Swedish women, outperforming vapes and traditional therapies.

The big picture

Sweden’s success in reducing female smoking rates highlights the strategic importance of regulating harm-reduction products. Brazil’s current approach risks prolonging cigarette dependence, particularly among women, at a time when smoking prevalence is rising. The case underscores the broader tension between public health goals and restrictive tobacco-control policies.

What we're watching

Regulatory Headwinds
Whether Brazil will follow Sweden’s model by regulating nicotine pouches as a harm-reduction tool.
Market Dynamics
How the legal limbo on nicotine pouches will affect Brazil’s smoking cessation progress.
Public Health Impact
The pace at which Brazil’s smoking rates could rise without access to safer nicotine alternatives.