Understanding the Heated Tobacco Market

1st January, 1970

Understanding the Heated Tobacco Market

We were first introduced to heat-not-burn products in 1988, but in the last two years the product has finally achieved commercial awareness. Heated tobacco products produce aerosols containing nicotine and other chemicals, which are inhaled by users. They resemble the behaviour of smoking ordinary cigarettes, and some make use of cigarettes distinguished for holding tobacco to heat. They also contain both nicotine and contain non-tobacco additives, which are often flavoured. Let’s get a better understanding of this growing consumer trend.

How it works?

To create the nicotine-infused vapour, heated tobacco products will use a battery-powered heating system to heat tobacco up to 350°C. They are enclosed in a device and can be an external heat source to aerosolize nicotine from specially designed cigarettes or a heated sealed chamber to aerosolize nicotine directly from tobacco leaves.

I Quit Ordinary Smoking

There are a number of popular heat-not-burn products, including Ploom TECH from Japan Tobacco International, Glo from British American Tobacco, and PAX from PAX Labs. But arguably the most popular of them all is I Quit Ordinary Smoking (IQOS) from Philip Morris International (PMI). IQOS is an innovative alternative to smoking that uses tobacco instead of liquid, giving real tobacco taste and satisfaction. There are already over 5 million IQOS users worldwide who switched over from cigarettes. According to PMI media relations manager Corey Henry, IQOS is marketed as a transitional product with nicotine being the biggest reason for the smoking. He finds there’s a new generation of people are looking for an alternative product to continue using nicotine.


Nineteen countries have permitted the sale of IQOS. In the US, the Food and Drug Administration (FDA) are responsible for cigarettes. Their conditions include tobacco companies must submit an ingredients list of any product sold or imported in the US as well as making the content public, to enlarge warnings on tobacco packaging so that they take up 50% of the front and back panel area, and more. There has been an ongoing battle between the FDA and PMI over whether IQOS should be regulated the same way as other tobacco products, with many claims there is presently no evidence to suggest IQOS is less harmful than regular cigarettes.

Advertisement for the IQOS, but not IQOS’ tobacco stick, is not regulated under the European Union Tobacco Products Directive. The Tobacco Products Directive (TPD) is a regulation made by the European Union which places limits on the sale and merchandising of tobacco and related products in the EU. Their requirements include reporting to EU countries on the ingredients used in tobacco products, health warnings on tobacco and related products, bans promotional and misleading elements on tobacco products, and more.

Would you like to find out more about heat-not burn products? This November, the Next Generation Nicotine Delivery 2018 conference will also address consumer’s wants, needs and expectations of the tobacco industry. For more information, please visit http://www.arena-international.com/nextgennicotine/or alternatively email us at: events@arena-international.com


Vaporizers, E-Cigarettes, and other Electronic Nicotine Delivery Systems (ENDS) – https://www.fda.gov/TobaccoProducts/Labeling/ProductsIngredientsComponents/ucm456610.htm

The Tobacco and Related Products Regulations 2016 – http://www.legislation.gov.uk/uksi/2016/507/made


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