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In the case of combusted products, such as cigarettes, nicotine addiction leads to users being repeatedly exposed to a toxic mix of chemicals in the smoke that cause disease and death

Only a low percentage (around 20%) of all smokers are able to quit

It falls under the idea of similar technologies to E-cigarettes, with a view to avoiding the combustion process to provide a safer experience by reducing the harmful chemicals inhaled by the user

The opportunity is relevant for mid-tier manufacturers and contract production players that can win volume through reliable manufacturing rather than certification premium alone