Since its launch in 2015, IQOS by Philip Morris International (PMI) has been gaining popularity in Japan, leading to a rapid decline in traditional cigarette sales. Scientific research has shown that PMI can now prove that switching from traditional cigarettes to IQOS can significantly reduce the body's exposure to harmful chemicals.
According to a recent study from the American Cancer Society, before the introduction of IQOS in the Japanese market, traditional cigarette usage decreased by 1.8% annually. However, after IQOS was introduced, this number increased to 9.5%.
A study found that the introduction of heated tobacco products has reduced sales in Japan's traditional cigarette market.
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