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A major milestone: IQOS has now overtaken Marlboro to become the number-one nicotine brand by volume in the markets where it is sold, capturing a 10.9% share of the combined cigarette and heated tobacco unit industry in those regions and cementing PMIs lead in the heat-not-burn category with a 77% volume share globally

Think about the times youve heard the statement, smoking causes cancer. For many, the first image that comes to mind is cigarettes

Then, its easier to avoid or reduce exposure to those situations

Puljevic, C

All these points shed light on the taste of the everchanging e-cigarette market, pointing to the necessity brands have to adapt to moving consumer expectations and regulatory structures

It's creepy and intriguing like Aldous Huxley