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Table 1 Median values of country-level characteristics and market outcomes in 2010 and 2020 Figure 1 Overall percent market share* of flavor capsule cigarettes and menthol (non-capsule) cigarettes from 2010 to 2020 across 78 countries, Euromonitor Passport Market trends of FCCs by WHO region and country income level The average market share of FCCs generally increased across all WHO regions from 2010 to 2020, with the exception of Europe which saw an increase until 2019, followed by a decrease of 0.64 percentage points from 2019 to 2020 (Figure 2)

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Non-comprehensive restrictions generally induce an increase in expenditures for advertising in non-banned media and for other marketing activities, which offset the effect of the partial ban so that any net change in consumption is minimal or undetectable (NCI 2008, p