Heat-Not-Burn Tobacco: The Next Wave Of A Harm-Reduction Revolution
From: Forbes
Guy Bentley
A single HNB product, IQOS, has already captured 5.5% market share in Japan after the product was rolled out nationally in the beginning of the second quarter in 2016. Wells Fargo analyst Bonnie Herzog is bullish on the prospect of HNB products, estimating that Philip Morris’ IQOS could displace as much as 30% of the regular cigarette business in developed markets by 2025.
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American smokers, however, do not yet have access to these products. They will have to pass the Food and Drug Administration’s rules for new tobacco products to be released onto the market. In the end, it will be up to the FDA whether Americans will have access to HNB products which could save millions of smokers from an early death.
