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Market estimates suggest that nicotine vaping products are no longer dominant by value, having been replaced in 2020 by heated tobacco products (HTP)

Oxidative stress refers to the imbalance between toxic molecules and antioxidants

Evolving IQOS packaging designs change perceptions of product appeal, uniqueness, quality and safety: a randomised experiment, 2018, USA

Meanwhile, Zuzana Buckingham, head of strategic planning for the Davidoff brand at Imperial Tobacco Limited, argues that four key factors must come together for cigarettes to be perceived as luxury: superior quality, desirability, heritage and relevance to the end consumer