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Nicotine-free alternatives can help bridge this gap

Around 80% of the world's 1.3 billion smokers live in low- and middle-income countries.[2] Smoking in the UK In the UK, in 2024, 10.6% of adults smoke

It has been known since the 1970s that, as celebrated tobacco control researcher Michael Russell once described, people smoke for the nicotine but die from the tar. People who use nicotine self-titrate, meaning that they will use a product until they reach the level of blood-nicotine that they are happy with

Individuals with greater purchasing power have more flexibility to trade up from basic products to premium alternatives that promise perceived quality, exclusivity, or a lifestyle association that aligns with social aspirations