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The global tobacco market as a whole saw a 4 percent decline in 2013. Part of the reason for this weak performance is ‘impaired volumes’, meaning consumers are buying economy cigarettes, roll-your-own cigarettes or illicitly traded cigarettes, all cheap options that effect value sales of the market as a whole. E-cigarettes on the rise in many countries, but many tobacco companies aren’t ready to pin their hopes on a product that may not be the answer to lagging sales.

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