In a market currently led by Phillip Morris International (PMI) through its iQOS device (with a current production of Heet sticks ten times greater than that of its main competitor, Japan Tobacco International) - and largely marked by Japan's dominant position in this segment (96 % of sales of heated tobacco are concentrated in this country) - according to data provided by Euromonitor, there is a very significant overall growth expectation for Heat-not-burn: in 2016 this market accumulated global sales of 2 billion dollars and forecasts from the same source point to a volume of 15.4 billion dollars in 2021.
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