The Old Country Newsletter – Politik, Snus & Motorcykelknuttar

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Statistics you didn’t ask for

In the past decade, debt registered with Sweden’s Enforcement Authority (Kronofogden) has surged by 50%, with the sharpest increase among young women. A key driver? Consumption. According to ICA Bank’s 2024 “Pengakollen” report, 22% of young women say shopping is their hobby—compared to just 5% of young men.

The report also reveals that 1 in 5 young women (19%) shop to feel better emotionally, while 10% admit to buying things they can’t afford as a form of self-reward. In contrast, only 7% and 5% of young men, respectively, report the same behaviors.

"Buy now, pay later" services are especially popular, with 22% of young women preferring this payment option, compared to 14% of young men. Alarmingly, 10% of young women say such services lead them to shop more than they otherwise would.

In other news

🌹 The Swedish Social Democratic Party has been fined three million SEK and issued a warning over its controversial lottery operations. According to the Swedish Gambling Authority, the party’s Kombilotteriet violated regulations by failing to conduct the lottery in a safe and responsible manner with adequate consumer protection. The authority also criticized the party’s aggressive marketing and unsafe telemarketing practices; the Social Democrats have not yet commented on the decision.

🚗 Volvo Cars is cutting around 3,000 jobs globally as part of an 18 billion SEK cost-saving program. The majority of the layoffs will affect office-based roles in Sweden, including about 1,000 consultant positions and 1,200 permanent jobs. The company says these structural changes are necessary to support its long-term strategy and ensure profitable growth.

👷 More news from Sweden’s largest political party, as the Social Democrats hold congress this week: The party, (S), supports shorter working hours but has decided not to push for legislation, instead leaving the matter to be negotiated between employers and unions. This decision came after lengthy internal negotiations at the party’s congress, despite pressure from some party groups and unions advocating for a 35-hour workweek law. While the final resolution allows for the possibility of future regulation if no agreement is reached, the party maintains that any changes should first come through Sweden’s existing labor market model.

Swedish Politicians Resign After Ties to Outlaw Biker Gangs Come to Light

Legacy Lanterns – shedding light on the stories of the past

"Snus Boulevard" is a term used to describe the main streets in areas of the United States where many Swedish immigrants settled. Americans used to refer to these streets as "Snus Boulevard" because the use of snus was so widespread among Swedish Americans. Snus use was a strong part of Swedish culture and became a marker of identity for the Swedish-American community.

Last week, we wrote about Ingvar Kamprad, who was known for his extreme thriftiness – or even stinginess. At his peak, the Swede, worth $40 billion, chose to get his haircuts in developing countries, took buses using senior citizen discounts, and drove the same old Volvo for years.

When the Swedish tax on snus (moist snuff) was raised, tripling its price, he was furious. Having used snus for 60 years, Ingvar strongly criticized the steep increase. So in today’s edition of the newsletter, we’ll turn our attention to what a close friend once said was the only luxury Kamprad ever allowed himself beyond the basics: snus!

1400–1500: The Early History of Snus

Europeans first encountered tobacco on the island of Hispaniola (present-day Haiti) in the West Indies in October 1492, when Columbus and his crew landed there. They were greeted by the native population, who offered gifts—including some dry leaves that were highly valued: tobacco.

In 1497, during Columbus’s second voyage to the Americas, monk Ramon Pane observed a ritual that resembled an early form of snus use. He saw Indigenous priests inhaling a powdered substance through a Y-shaped tube. While the powder likely contained more than just tobacco, the practice laid the foundation for future tobacco use in Europe.

Spanish and Portuguese sailors brought tobacco plants back to Europe, where physicians in Lisbon began using it medicinally in the mid-1500s, believing it could cure illnesses like syphilis and cancer.

Jean Nicot and the Spread of Snuff

Jean Nicot, the French ambassador to Lisbon—whose name was later given to the tobacco plant Nicotiana tabacum—played a key role in the rise of snuff use. In the 1560s, he brought tobacco plants to Paris. When Queen Catherine de’ Medici suffered from chronic migraines, Nicot suggested she sniff powdered tobacco. Reportedly, the remedy worked, and snuff soon gained popularity at the French royal court.

1600–1700: Snus Reaches Sweden

Parisian trends influenced European courts, and snuff spread quickly across the continent. The first recorded mention of snus in Sweden dates to 1637, when it was imported from Borgå (Porvoo) in Finland. By the 1700s, snuff use was widespread among the Swedish aristocracy. Elegant snuffboxes—often made of gold or silver—became fashionable accessories and popular gifts.

The 18th century also marked the rise of the Swedish tobacco industry. Tobacco was cultivated in regions like Skåne, Gränna, and Alingsås, where Jonas Alströmer—known as the father of the potato—established large-scale production. By the late 1700s, tobacco was grown in over 70 Swedish towns.

1800s: A New Way to Use Snus

In Sweden, changing political and cultural dynamics led to a shift in how snus was used. By the early 1800s, people began placing a portion of moist snus under the lip. Farmers who grew their own tobacco often made homemade snus, grinding it with coffee mills or handmade grinders.

1800–1900: The Rise of Snus Manufacturers

The 19th century saw the rise of industrial snus production. Prominent producers included Petter Swartz (Röda Lacket) and J.A. Boman (General). The most iconic brand, however, was Ettan, created by Jacob Fredrik Ljunglöf.

Ljunglöf took over his family's tobacco company in 1822 and transformed it into one of the world’s leading snus producers. Nearly all Swedish manufacturers offered snus in different grades (No. 1, No. 2, No. 3), but Ljunglöf branded his No. 1 as a premium national product—Ettan, which remains one of Sweden's top-selling brands today.

Snus Across the Atlantic

From 1846 to 1930, over a million Swedes emigrated to America, bringing their snus habits with them. The tradition was so prevalent that the main street in Swedish-American neighborhoods was nicknamed “Snus Boulevard.” Snus became a symbol of Swedish identity in the U.S.

1900s: The Monopoly Era

In 1915, the Swedish government reintroduced a tobacco monopoly (after a 250-year hiatus) to fund military defense and early pension reforms. The monopoly was operated by AB Svenska Tobaksmonopolet.

Snus consumption peaked in 1919, with 7,000 tons sold—roughly 1.2 kg per person in a country of 6 million. However, in the following decades, cigarettes became more popular, especially under the influence of American culture after World War II.

1970–Today: A Swedish Comeback

Snus began regaining popularity in the late 1960s, as health concerns over cigarette smoking grew. In the 1970s, the introduction of portion snus revolutionized the market, making snus more accessible to a broader audience. Since then, snus sales have steadily climbed, becoming a Swedish success story once again.

Do you have a story from the past that could be worth sharing? I bet you do! Or would you like to see something else in the newsletter and have suggestions for topics? If so, please reach out!