winston all cigarettes a brand owned by Imperial Tobacco Company on sale in a tobacconist Stock Photo Set of Three (3) EMPTY

The growth in the forecast period can be attributed to expansion of online retail channels, innovations in modular designs, rising demand for nicotine-free options, adoption of sustainable materials, increasing awareness of vaping alternatives

The effect on young people is even stronger: youth and young adults are two to three times more price-responsive than older smokers

But vaping is more popular among some demographic subgroups than others

Flavourhype Distribution owner Greg Isaacs who has a vested interest in maintaining access to e-cigarettes told a parliamentary inquiry that most of his customers had told him they would "most likely resort to the black market or just go back to smoking"