woman with cigarette Classy Holder Stock Photo Portrait of a young woman

In response to declining cigarette sales in mature markets, the industry is accelerating innovation in Reduced-Risk Products (RRPs) and Next-Generation Products (NGPs) such as e-cigarettes, heated tobacco devices, nicotine pouches, and smokeless tobacco

It does not compete on innovation or visual experimentation, but instead strengthens the category by offering a grounded, familiar alternative

E-cigarette use is very popular among adolescents, with more than 3.5 million currently using these products in the US

For this report, researchers followed nearly a million people from the Cancer Prevention Study II, tracking their health over six years