Yes, there is evidence that safer nicotine products can have a major positive impact on consumer choices and public health. For example:
Many Japanese smokers have switched away from smoking and now use heated tobacco products. In the past three years, cigarette sales in Japan have fallen by a third, a very impressive fall in sales in such a short space of time.
Smoking in Iceland has fallen significantly to 8.2 per cent of the adult population. Iceland has the second lowest adult daily smoking rate in Europe after Sweden. Market data show that there has been a drop in cigarette sales and an increase in snus sales. It appears that the increase in snus use, and also in vaping, have contributed to the long-term falls in smoking.
In Sweden, more people use snus than smoke cigarettes. This has resulted in Sweden having the lowest lung cancer rates of any EU country.