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Emerging alternatives pose a major challenge to market growth Traditional tobacco products now face competition from non-combustible tobacco substitutes including heated tobacco products and e-cigarettes

However, the direct impact of EA on BDI was attenuated under high PSSS compared to low PSSS conditions ( Figure 3A )

E-cigarettes are still evolving Some tobacco companies believe that e-cigarette sales haven't met expectations because they lack real tobacco flavor

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Among these, the moist snuff segment accounted for the largest share of the global smokeless tobacco market in 2023 and is anticipated to grow at a significant CAGR during the forecast period