Financial analysts are predicting at least seven years of strong sales for HnB products, boosted by the increasing realisation that they’re much safer than smoking. Market experts Grand View Research expect HnB sales to grow by an average of almost 33% a year through to 2027. They put this down to successful tests encouraging vendors to start selling the products, and increased demand from smokers thanks to the FDA approving iQOS for sale in the USA. In July federal regulators recommended that iQOS should be marketed to smokers because it reduces their exposure to harmful chemicals. The coronavirus epidemic has potentially given HnB a boost. While several studies have found that smokers are much less likely to catch coronavirus, they have more risk of complications if they do. That seems to have pushed more sensible public health officials into backing HnB.