The product
Snus
The only EU member state where snus may lawfully be placed on the market, under a permanent derogation from its 1994 Act of Accession.
Nicotine pouches
Tobacco-free nicotine products are lawful and separately regulated. Manufacturers and importers must notify products to Folkhälsomyndigheten before supplying them, and sale to anyone under 18 is prohibited.
How you may sell it
From a machine
OpenMay it be sold from a machine?
The strongest market in Europe for this business model: both products lawful, and no prohibition on selling them by machine. The 18-year age limit applies however the sale happens, so the machine must verify age at the point of sale — in practice BankID or an ID document scan — rather than rely on staff.
On display
LimitedMay it be shown — shelves, cases, branded coolers?
Open, but narrower than it first looks. Sweden has no display prohibition — one was proposed and deliberately not adopted, so product may be shown and stored visibly inside a shop. What applies instead is a moderation standard: under § 9 of Lag (2022:1257) marketing of tobacco-free nicotine products to consumers must observe särskild måttfullhet, and may not be intrusive, soliciting, or encourage use. The parallel guidance for tobacco is where this bites for fixtures — it excludes screens, illuminated signs, lighting inside cabinets, and repeated commercial messages, and requires that product not be visible from outside the shop. An unlit, plainly marked cabinet is straightforward here; a backlit branded cooler is the specific fixture most at risk. Confirm the treatment with the municipality before committing to an estate.