tobacco industry decline Historic in Smoking Rates Driven by Young Adults Against All Odds, the U.S.

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A study examining Nielsen data of cigar sales from 2012 to 2016 found the proportion of concept-flavored sales increased from 9.1% to 15.1%, while the proportion of sales decreased for tobacco flavors (50.0% to 48.6%) and characterizing flavors such as grape, cherry, and chocolate (40.8% to 36.3%)

This provides a purchase price of 0.74x sales and 6.3x EBITDA, but in isolation, that tells us very little, and more context is required