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In 2023, its HTP IQOS joined the Tobacco 10 ranking for the first time, achieving a brand value of $3.25 billionhigher than combustible brands such as Chesterfield or Rothmans
For decades, tobacco companies have relied heavily on menthol flavoring a chemical additive found in nature that can also be created in a laboratory because menthol makes it easier to start smoking and harder to quit
As part of this public health strategy, government plans include increasing tobacco taxes in 2025 and beyond, to further discourage smoking and promote alternatives like vaping
In fact, quite the opposite
Or rather, its always been, maintaining a quasi-monopoly status
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