Safer nicotine alternatives lead to significant reduction in smoking rates

Overview

Smoking kills more than 8 million people annually, but some countries are turning the tide—not through bans, but by embracing safer alternatives. This white paper, Safer Nicotine Works, dives deep into the experiences of Japan and Sweden to show how tobacco harm reduction, not prohibition, is reducing smoking and saving lives.

Download full report: Safer Nicotine Works

Japan: Heated Tobacco Drives Rapid Decline

Japan’s introduction of heated tobacco products (THPs) in 2016 marked a turning point. Cigarette sales have since dropped by 32% in five years, achieving a faster decline than the previous 14 years combined.
Key takeaways:

• THPs now account for a third of all tobacco sales in Japan.
• Adult smokers—not youth—are driving the switch.
• The shift was market-led, with little active promotion from government.

Sweden: A Smoke-Free Future Led by Oral Nicotine

Sweden is set to become the world’s first smoke-free country, thanks to a long-standing tradition of using oral nicotine products like snus and nicotine pouches.
Key findings:

• Daily smoking has dropped to just 5.6%, the lowest in the EU.
• Nicotine pouches have rapidly grown, especially among women.
• Lung cancer rates in Sweden are among the lowest in Europe.

What Policymakers Can Learn

The experiences of both nations offer practical lessons:

• Safer alternatives work—when accessible, affordable, and accepted.
• Prohibition doesn’t drive progress; informed consumer choice does.
• A continuum of risk approach in taxation and regulation supports better outcomes.

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