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The tobacco industry is a major market, and in some aspects, it is evolving to adapt to a new demographic. Next generation products, such as new forms of e-cigarettes and heated tobacco products, are rising in popularity in the market. Nonetheless, governments around the world do try to reduce tobacco consumption, with mixed results. According to a report from the World Health Organization (WHO) from last year, for the first time, the organization projects that the number of males using tobacco is on the decline, indicating a powerful shift in the global tobacco epidemic. "Declines in tobacco use amongst males mark a turning point in the fight against tobacco," said Dr Tedros Adhanom Ghebreyesus, WHO Director-General. "For many years now we had witnessed a steady rise in the number of males using deadly tobacco products. But now, for the first time, we are seeing a decline in male use, driven by governments being tougher on the tobacco industry."  TAAT Lifestyle & Wellness Ltd. (OTC: TOBAF) (CSE: TAAT), Philip Morris International Inc. (NYSE: PM), Turning Point Brands, Inc. (NYSE: TPB), British American Tobacco p.l.c. (NYSE: BTI), Imperial Brands PLC (OTC: IMBBY)

The tobacco industry is also influenced by the increasing consumption of CBD and hemp products. For example, a study by Morgan et al, looked at the impact of CBD on nicotine addiction was measured by conducting a randomized, double-blind, placebo-controlled study on 24 smokers who wished to stop smoking. Two groups received either a CBD inhaler (400 ?g/inhalation) or a placebo inhaler. They were told to use the inhaler whenever they felt the urge to smoke, to assess daily cigarette and inhaler use, and to monitor their craving once daily for 1 week. The study concluded that, "a significant reduction in the number of cigarettes smoked (?40%) in the CBD inhaler group during the week of treatment, with a trend indicating a reduction after follow-up. Both groups also showed a reduction in cravings between day 1 and day 7, though not between day 1 and follow-up."

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