Smokeless Products: Market Access
Aligned to the Tobacco Harm Reduction (THR) equation (THR = Scientifically Substantiated Reduced Risk*† Products x The Number of Adult Consumers Using Reduced Risk*† Products Who Would Otherwise Smoke Cigarettes),[1] the greater the access to Smokeless Products, the greater the opportunity for THR to be a success.
With ~one billion people still smoking cigarettes, we believe the opportunity for THR success is clear. However, some countries’ regulatory approach to Smokeless Products is prohibiting access to these products, which will inhibit THR progress.
The global regulatory footprint is different for Heated Products, Vapour Products, and Oral Nicotine Pouches, with access to each product category different across the world. This disparity in global regulatory approaches limits access to Smokeless Products for adult smokers.
Our view is that a world where Smokeless Products are regulated and accessible to adult smokers is key in achieving THR. We believe that a science-based regulatory framework, which is enforced by authorities, will be the most effective approach.
Heated Products
>325m#
Adult smokers who are not able to readily access Heated Products due to regulatory restrictions.
Vapour Products
>350m#
Adult smokers who are not able to readily access Vapour Products due to regulatory restrictions.
Oral Nicotine Pouches
>375m#
Adult smokers who are not able to readily access Oral Nicotine Pouches due to regulatory restrictions.
● Banned or otherwise not available in general retail or specialist tobacco/vapour shops^
Footnotes
Regulatory position may differ after publication (September 2026)
# Figures calculated using estimated smoker numbers from banned countries as reported on Global Tobacco Control Information & Statistics I Tobacco Atlas (Accessed 13 August 2024)
^ Some markets shown as “Banned” may allow minimal product to be sold such as Vapour Products which don’t contain nicotine.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Products sold in the U.S., including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
References
A full list of references for this page can be found in the section 11. References.
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