Why IQOS heated tobacco demand is rising among adult smokers

Heating tobacco releases flavors and nicotine and allows adult smokers to experience tobacco without combustion.

So it’s no wonder that IQOS heated tobacco, also known as “heat-not-burn,” is becoming a demanded smoking alternative among adult smokers, as it incorporates tobacco without smoke, ash or cigarette smoke smell.


But the characteristics of IQOS don’t stop here. Besides using real tobacco, IQOS emits, on average, 95% lower levels of harmful chemicals compared to cigarettes*.

Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free. It produces nicotine, which is addictive. Only for use by adults.

What’s more, IQOS is less likely to bother people around you, as it produces no second-hand smoke. It also leaves less lingering smell on hands, clothes and hair.

All these characteristics make IQOS a less harmful alternative to cigarettes and the reason why more than 10 million adult smokers have already chosen to leave cigarettes behind**.

*Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).
**Source: PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2020. IQOS users who have completely quit cigarettes and for whom HeatSticks represent more than 70% of their past 7-day tobacco consumption.



How is heated tobacco different from other smoking alternatives?

Cigarettes and other ways of taking in nicotine have been around for a long time. However, recent technological developments like heated tobacco products and e-cigarettes mean adults who would otherwise continue to smoke or use other nicotine products have alternatives available to them.

Our heat-not-burn device IQOS, well-known among adult smokers, heats tobacco instead of burning it. This is the biggest difference between IQOS and cigarettes. By not burning tobacco, our IQOS heated tobacco product doesn’t create smoke and ash.

Similar to heated tobacco products, e-cigarettes don’t create smoke either because they don’t burn tobacco. However, unlike IQOS and HEETS, e-cigarettes don’t contain tobacco at all. Instead, they heat an e-liquid containing nicotine and flavors to produce an aerosol.


Do you know what heated tobacco flavors are distinguished among IQOS adult users? /

Made to be used with our heat-not-burn device IQOS, HEETS offer a tobacco experience without the smoke, ash and fire that come from smoking cigarettes. So IQOS adult users can focus more on their moment and the taste.

A modern twist on tobacco classics, HEETS come in a range of flavor experiences from rich to refined, including tobacco with menthol and new aromatic blends to suit every IQOS adult user’s taste palate. HEETS can be chosen based on aroma, body and intensity. A lower intensity indicates round and refined taste sensations, whereas a higher one stands for richer tastes.