The roll your own/stuff your own cigarette market became huge after what I call the Obama cigarette tax. This is when I started stuffing my own, mostly based on principle, however, and because I tried an organic, chemical-free- at least as far as additives, cigarette and loved it. BT tobacco was smart, knowing an increase in taxes would lead to a decrease in revenue, so raised their prices at the same time the first of the federal taxes were increased. Most smokers believed, and probably still do, that the substantially higher prices were solely a result of the tax increases.
Basic economics wil tell you when the cost of an item is raised significantly, fewer people will buy said item, or look for less expensive alternatives- like roll your own/stuff your own. I was a member on such a forum at the time, and panic ensued because politicians started looking at how to tax or even outlaw SYO/RYO. There was a loophole which kept tobacco really inexpensive- as low as $8 for a carton's worth. Said tobacco was labeled as pipe tobacco, which was taxed at a significantly lower rate. BT knew this, but could do nothing. Certain states were in fear of losing revenue from cigarette taxes so did enact strict verification laws for online sales as well as high taxes- like in NY.
Several years went by and nothing really happened, even though BT lost quite a bit of sales to people who rolled or stuffed 'pipe' tobacco, and even though states lost quite a bit of revenue in the form of cigarette taxes. This was a far bigger threat to BT than vaping is now, and they were powerless to do anything. Online sales continue and I can go down the street and buy cheap 'pipe' tobacco, should I please.
The data you provided is for international sales. I would like to see a spreadsheet showing US sales before and after the restrictions and taxes, but simply don't have the time to do the research.
I also knew Phillip Morris' influence has waned to insignificant when the smoking restrictions passed in Virginia, of all states, where I spent most of my adult life...