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News analysis

Spotlight on Big Tobacco’s smoke-free shift: real progress or far-off promise?

Written by || 19th May 2025 || News analysis | Heated tobacco | Major brands | Market sizes | Modern oral | Regulation and legislation | Technology and innovation | GeographiesWorld

Almost ten years after the first tobacco company committed to becoming smoke-free, how close are leading players to achieving their goals of at least partially replacing combustible cigarette sales with novel nicotine products? In this four-part series, we examine the leading players’ strategies, the key drivers of success, as well as the future challenges and opportunities across the categories of e-cigarette products, heated tobacco products (HTPs) and modern oral nicotine.

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TobaccoIntelligence

This article was written by one of TobaccoIntelligence’s international correspondents. We currently employ more than 40 reporters around the world to cover individual nicotine markets.

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