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Many consumers switching from cigarettes prefer regular heated tobacco because it delivers a familiar sensation without the strong artificial flavors found in some alternatives

"People need to be made aware of the risk of being manipulated by big brands that appeal to the environmental values of consumers to sell them products that are bad for their health." In an earlier, related study, the researchers found that the Natural American Spirit pack design, which also features icons of an American Indian smoking a pipe and a mythological thunderbird, creates misperceptions that the brand is American Indian-owned or grown on tribal land and, in turn, healthier and more desirable

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Retrieved May 3, 2019

As a result, the industry is witnessing a gradual shift in revenue mix, with continued growth in smoke-free products expected to support long-term transformation.

That's especially true now amid the COVID-19 pandemic, experts added