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While cigarettes remain the largest part of PMI’s business in terms of net revenues and shipment volume in most countries today, this is changing rapidly.

Over time, the shift of adult smokers away from cigarettes to smoke-free alternatives can play an important role in helping countries achieve the ambitious smoking reduction targets set by the WHO and other organizations and eventually ending smoking. Minimizing tobacco-related harm at the population level depends not only on the degree of risk reduction of the smoke-free products, but also on their adoption by adults who would otherwise continue to smoke. [...]