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      "text": "Poly-usage* dynamics among New Category consumers in 2022\nStrong Vapour + THP poly-usage* growth c.5m (+60% CAGR**)\n51m Vapour\n21m THP\n6.5m Modern Oral\n4.2m\n5.0m",
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      "text": "New Category consumer growth\nNet of poly-usage* Total NC: 55 (2019), 60 (2020), 74 (2021), 87 (2022)\nVapour: 41 (2019), 43 (2020), 54 (2021), 62 (2022)\nTHP: 13 (2019), 17 (2020), 21 (2021), 26 (2022)\nMO: 3 (2019), 7 (2020), 10 (2021), 11 (2022)\nPoly-Usage NC: 2 (2019), 6 (2020), 10 (2021), 12 (2022)",
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      "text": "BAT A BETTER TOMORROW",
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      "kind": "source-note",
      "text": "Source: KANTAR Incidence Study and Consumer Survey across Top 42 markets at industry level. All numbers are for 2nd half (exit) of the year. ** CAGR 2019-2022. * See Appendix A10.",
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      "text": "CAGR**\nTotal NC: 18%\nVapour: 16%\nTHP: 25%\nMO: 73%\nPoly-Usage NC: 83%",
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