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The increasing smoking prevalence is expected to propel the growth of the tobacco products market going forward

The main participants in the market are Virginia Tobacco Company, which is majority-owned by Myanmar Economic Holding (MEHL), one of two military-controlled conglomerates, followed by British American Tobacco (BAT), to a significantly lesser extent Japan Tobacco International (JTI), and some local private players

Madeleine Pearce, senior brand manager, FMC, at Imperial Tobacco, said: Here at Imperial Tobacco we have an extensive programme of consumer research which ensures our category-leading portfolio reflects the evolving preferences of UK adult smokers

Research has shown that female smokers and those who are Asian, Native Hawaiian, Alaska Native, LGBT, or who have mental health conditions also are more likely to smoke menthols