Why IQOS heated tobacco is becoming popular among adult smokers
Heating tobacco releases flavors and nicotine and allows adult smokers to experience tobacco without combustion. Also known as “heat-not-burn,” the heated tobacco technology incorporates tobacco without smoke, ash or cigarette smoke smell. IQOS is the #1 heated tobacco product* and thousands of adult smokers around the world convert to IQOS every day**.
But the reasons to switch from smoking to 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.
What’s more, IQOS is less likely to bother people around its users, as it produces no second-hand smoke. It also leaves less lingering smell on hands, clothes, and hair. All these characteristics combined make IQOS a better alternative to cigarettes and are the reason why more than 15.3 million adult smokers worldwide have already switched to IQOS and left cigarettes behind****.
How is heated tobacco different from other smoking alternatives?
Cigarettes 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 cigarettes have alternatives available to them.
Our heat-not-burn device IQOS 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 nor ash.
Like heated tobacco products, e-cigarettes don’t create smoke either because they don’t burn tobacco. However, unlike IQOS, e-cigarettes don’t contain tobacco at all. Instead, they heat a flavored liquid that may contain nicotine to produce an aerosol.
Which HEETS variants are common choices among IQOS adult users?
Made to be used exclusively with HEETS tobacco sticks, our heat-not-burn device IQOS offers a tobacco experience without the smoke, ash and fire that come from smoking cigarettes. This allows IQOS adult users to focus on their chosen HEETS taste experience.
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.
Some of the recurring choices on heated tobacco flavors among IQOS legal age users include the HEETS Amber selection, a rounded, toasted tobacco blend layered with lightly scented woody and nutty aroma notes; HEETS Yellow selection, a mellow and aromatic tobacco blend coupled with effervescent zesty aroma notes; and for menthol fans, the HEETS Turquoise selection, which offers crisp menthol cooling coupled with a lightly toasted tobacco blend enriched by subtle zesty aroma notes.
Explore all our HEETS flavors
We know that IQOS legal age users seek new taste sensations to explore. That’s why we are constantly expanding our variety of HEETS, so that there is a heated tobacco flavor and taste experience to match every IQOS legal age user preference.
Additionally, our Flavor Guide tool, developed in collaboration with flavor specialists, can help IQOS adult users discover their personal taste profile and identify two HEETS variants to best match it.
Find out more about our heat-not-burn IQOS devices to which adult smokers are switching.
*Source: PMI global estimate of total In-Market Sales of Heated Tobacco Units as of December 2019. (excluding China and US).
**Source: Status as of December 2019. Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market.
***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.