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Best for users who relied on nicotine for focus and want a clean replacement

RYO Tobacco Roll-your-own materials are watched closely

For example, Philip Morris Internationals limited-edition TEREA KIWAMI, launched in September 2025 for IQOS ILUMA devices and priced at approximately USD 4 per pack, reflects how premium positioning is being used to retain and upgrade existing users

Among adults aged 18 or older, the percentage who had SMI and an SUD in the past year showed no change from 2021 to 2024 ( Figure 59 and Table A.44B )

Risk curves for tobacco use were based on the MPoRT model which is based on Canadian cohort data (51, 52)