A modern iteration of snuff, snus are little pouches of moist tobacco placed under the upper lip. Scandinavians have been ingesting nicotine via smokeless tobacco since the early 18th century, a habit that changed only during World War II, when cigarettes became popular. Smoking peaked in 1980 in Sweden at 34 percent of the population. Since then, the growing awareness of the dangers of smoking has brought about a steady, year-over-year reduction in the smoking rate, just as it has in much of the Western world.