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They captured significant market share in the disposable segment early on, and theyve never let it go

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Many experienced users experiment with different techniques to achieve an optimal balance that suits their unique needs and enhances the overall vaping experience

While studies show that the proportion of UK smokers decreases year-on-year [v] , the most recent KPMG Report on Illicit Cigarette Consumption in Europe [vi] commissioned by Philip Morris International shows that UK illicit cigarette consumption, as a percentage of total cigarette consumption, accelerated by more than 20% from 2022 to 2023 [vii]