# Demand for oral nicotine and higher cigarette prices boosts Imperial Brands

By Mark Oates — 2025-11-18

Mark Oates, founder of consumer campaign group We Vape, said: “It’s hugely welcome news that sales are moving away from highly dangerous combustible cigarettes towards proven, effective harm reduction products like nicotine pouches and vapes.

“Every time a smoker switches, it’s a win for public health.

“The growth in these alternative ways to consume nicotine proves investors who back harm reduction are supporting better health outcomes and sustainable business, which generates much needed tax for the public purse.”

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