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Meanwhile, adult smoking rates have fallen from 42 percent to 15 percent

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Major trends in the forecast period include increasing shift toward alternative nicotine products, growing focus on reduced-risk tobacco offerings, expansion of heated tobacco product lines, enhanced use of digital retail channels, rising investment in product traceability systems

"We began to see the promotion of these products everywhere with advertisements, events and parties, particularly aimed at young people," says Gallus, reflecting on the initial launch of heated tobacco in the cities of Milan and Nagoya, Japan