The annual Condom Survey shows that young people want to use condoms, but often don't have one with them. Fewer people forget their snus tin.
We felt that the packaging used for snus could actually act as some kind of vehicle so that it would be easier for people to take the condom with them, says Anette Otterström, brand and communications manager at RFSU AB.
It can be controversial to take up packaging that contains something harmful and addictive to sell something completely different. Jacob Östberg, professor of marketing, believes that something a little dangerous and forbidden can appeal to younger people.
I remember what it was like when I was a teenager. Back then, snus was very cool and a bit forbidden. I suspect it's still like that among teenagers. There's an age limit on snus and it's something that belongs a bit to the adult world.
Despite the similar packaging, there should be no risk of confusion, assures Anette Otterström.
It is very clear that these are condoms. We have been careful to ensure that no one buys them by mistake and thinks they are snus.
Since 2009, RFSU has annually conducted the "Kondomkollen" survey to map sex and condom habits in all Nordic countries except Iceland.
In last year's survey, 40 percent of Swedes stated that they had used a condom in the past year.
30 percent state that condoms are their most common contraceptive method.
51 percent used a condom at their first sexual encounter.
44 percent used a condom the last time they had sex with a new partner, a decrease from the previous year when the proportion was 47 percent.
55 percent find it easy to suggest condoms when having sex with a new partner.
Source: RFSU
