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Menthol is a widely used flavor-characterizing additive in cigarettes among all age groups (Rose et al

The authors concluded that long-term exposure with nicotine led to the upregulation of nicotinic receptors coupled with increased cell proliferation and suppressed antibody production

The $7 Billion global industry continues to grow as some projections believe ENDS sales will surpass combustible cigarette sales as early as 2022

Building on that point, and taking into account the concerns addressed by Trefis, it wouldn't be out of the question for Philip Morris to simply adjust its marketing strategy to better reach older combustible-tobacco users