While people are smoking less, buying 19 percent fewer cigarettes overall in 2013 than five years earlier, menthol cigarette sales have fallen by only 7 percent and its share of the market grew 4 percentage points to about 31 percent, according to market researcher Euromonitor International
Some key drivers include cultural practices, social acceptance, lack of awareness about health risks, and targeted marketing by the tobacco industry
Nicotine pouches are legally available to 35% of the adult population, while 50% of the population resides in areas where they are banned
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