- Over 80% of smokers have tried e-cigarettes but only 3.2% of the market is in the e-cig category. - NRTs (nicotine replacement therapies) have been largely ineffective at impacting smoking incidence. - Smokers prefer a solution that is more familiar and fits seamlessly with their smoking moments (morning coffee, afternoon commute, socializing with friends). - Smoking is expensive. Consumers indicate that “the cost” is the #1 reason they dislike smoking which is often driven by high tax incidence. - Potential new federal and state legislative bans on menthol flavours and reduction in nicotine levels in tobacco make the TAAT brand a great alternative for smokers who want to continue to use these products.