The introduction of noncombustible alternatives in Japan in 2014 helped reduce smoking rate in the world’s largest market of heated tobacco products (HTPs) by nearly a third in a span of three to four years, according to a public health expert.

Kumamaru Hiroya, vice director of the AOI Universal Hospital in Kawasaki, said nicotine replacement therapy (NTP), such as nicotine patches, has proved ineffective in reducing the smoking rate in Japan.