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Given that consumption will likely continue to decline in the mid-single-digit range, pricing is necessary to drive top-line growth," said Herzog

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As a result, they provide only superficial benefits and come with significant limitations: No visual indication of trapped tar Altered or muted flavor Poor airflow and resistance during inhalation Limited durabilityoften usable for just one cigarette These pain points continue to frustrate smokers who want a more refined, health-conscious experience without giving up smoking altogether

Bellew B, Greenhalgh E, Winstanley M

Since this product was first developed in 2004 in China as a tobacco cessation device, it has grown rapidly so that in 2013 the estimated market is about 1.5 billion as compared to 100 billion for tobacco sales