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These factors collectively contribute to the upward trajectory of IQOS in terms of brand value since its initial tracking in 2020. There is, however, still a substantial gap in terms of brand value between IQOS and Marlboro, which is valued at $32.5 billion in this years ranking

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The majority of smokers say that they would like to quit

E-cigarettes generally contain fewer toxic chemicals than the mix of 7,000 chemicals in smoke from regular cigarettes

The taste is generally mild to medium, with a familiar aroma rather than complex layering

Quitting either will have an immediate, positive impact on your overall health