The global tobacco market is undergoing a significant shift in consumption trends, most notably away from cigarettes.

Tobacco regulations are becoming increasingly restrictive. Adjacent product categories to ­cigarettes have grown in focus and importance to meet consumer needs for safer products and products without the disadvantages of second-hand smoke. Many of these product categories deliver nicotine without combusted and inhaled tobacco. Examples in these categories include snus, moist snuff, e-cigarettes/vaping products, heat-not-burn tobacco products, and non-pharmaceutical nicotine containing products.

Consumer engagement has become increasingly important within certain product categories. For example, educating consumers about snus and its less harmful health characteristics compared to cigarettes is key to help build category awareness.