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A recent UK study funded by Cancer Research UK, has indicated that the average cigarette consumption in England has dropped by nearly a quarter between 2011 and 2018, equating to approximately 118m fewer cigarettes being lit up each month. Thankfully a similar trend of decreasing smoking rates is being observed all across the globe.

In many cases, this drop in smoking rates is being achieved thanks to the prevalence of safer alternatives. For example, Sweden has reached a smoke-free status because many smokers have migrated from smoking to using snus. [...]