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The results speak volumes The numbers tell a story that should make every CX professional take notes: 38.6 million adults using their smoke-free products as of March 31, 2025 Smoke-free products account for 38% of the companys net revenues in Q3 2024, up from practically 0% in 2014 72 percent of heated tobacco users have switched completely and stopped smoking In Japan, where IQOS launched first in 2014, cigarette-smoking prevalence dropped 46% from 19.6% of all adults to 10.6% in 2022