"OM ALLA GÖR DET ÄR DET VÄL OKEJ" En kvalitativ studie om unga kvinnors användande av och inställning till nikotinsnus

Sammanfattning: Over recent years, there has been an increase in young women’s use of white nicotine pouches in Sweden. Statements have been made about this being a problem for public health since young people risk addiction to a harmful product. Part of the problem and discussion has been the lack of marketing and sales regulations, which has given companies the full ability to target specific groups. Considering this, the study aims at exploring in which way branding and marketing have been part of the increased use and the changed image of white nicotine pouches among young women. To answer the research question, semi-structured interviews have been conducted and discussed in relation to the chosen theories and previous research. The findings show that branding and marketing in the form of flavouring and pack branding, social factors and identity, social media and influencers, and word-of-mouth have played important roles in young women's perceptions and increased use of the product.