Success usually comes with some excess baggage. Take heat-not-burn (HNB) devices. They are meeting with success in a number of markets and with what can be described only as phenomenal success in Japan. In fact, I wouldn't dare say what share of the combustible cigarette (hereafter cigarette) market the consumable elements of these devices (hereafter HNB sticks and capsules) have taken in Japan because my figure would certainly be out of date by the time this story is published-possibly by the time it is finished. Suffice it to say that in presenting its results to the end of September, Japan Tobacco (JT), which has a stable 61 percent share of the local market, had revised its estimate for full-year 2017 cigarette volume to 92 billion. That's 13.4 percent down on its 2016 volume.
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