Yes. In fact, people have already switched in their millions. We estimate that in a decade, the number of people who use safer nicotine products globally has risen to 98 million. This shows how many people want to use these products as safer alternatives to combustible tobacco. 

But that also means there are only nine users of safer nicotine products for every 100 smokers around the world. Most of the people using safer nicotine products live in high income countries, and 80 per cent of smokers live in low and middle income countries.