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To unlock this potential and drive sales, focus on the harm reduction appeal, as many smokers aware of tobacco's health risks are drawn to perceived safer options

Factory-made cigarettes comprised 87.7% of the wholesale tobacco market, roll-your-own tobacco was 11.0%, and the remaining 1.3% consistent of other tobacco products including cigars, cigarillos and pipe tobacco

The reason may be the choice of models, data processing, or professional restrictions

One study conducted in Switzerland found that while the iQOS produces many toxic chemicals at lower levels than cigarette smoke, some are higher than the company claims