What is IQOS?
IQOS employs a battery-operated device that heats tobacco sticks called HEETS, which are obtainable in many flavours. The sticks are also marketed underneath cigarette manufacturers Marlboro and Parliament in some international locations.]two IQOS heats the tobacco up to 350°C, compared to 600 °C in cigarettes, and as a result, in accordance to PMI there is no “combustion, fire, ash, or smoke” and “the levels of hazardous chemical compounds are drastically diminished when compared to cigarette smoke”.three A subsequent peer reviewed examine, utilizing PMI’s clinical knowledge, concluded that IQOS was “not detectably different” from cigarettes, in terms of potential harmful effects.45 PMI publishes its very own proof on IQOS on its PMI Science website.
Merchandise Innovation
PMI has a 2nd HTP item under development, known as TEEPS, which makes use of a carbon heat source to warmth the tobacco sticks.7 The organization has alleged that this merchandise is closer to the search and come to feel of a conventional cigarette than IQOS. 8 PMI performed a “small scale city test” of TEEPS in the Dominican Republic in December 2017, and supposed to “consumer test” the merchandise in late 2020.910 As of June 2021, TEEPS did not yet show up to be on the market place.seven
Markets and Launches
Cite
Heated Tobacco Items: Philip Morris Worldwide, Tobacco Tactics, up to date 04 March 2022, accessed 09 September 2022.
Contents
What is IQOS?
Merchandise Innovation
Markets and Launches
Market authorisation in the US
Promoted in lower income countries
Marketing and advertising in the course of Covid-19 pandemic
Shut IQOS Merchants In the United kingdom
IQOS users
Selling IQOS and “Smoke-Free”
Submitted Modified Danger Application to Food and drug administration
TobaccoTactics Sources
Related back links
TCRG Analysis
References
Picture one: PMI’s IQOS and HEETS tobacco sticks (Resource: Screengrab from british isles.iqos.com, fifteen June 2021)
PMI’s flagship heated tobacco item (HTP), referred to as IQOS, was very first trialled in Milan (Italy), and then Nagoya (Japan) in 2014.1
What is IQOS?
IQOS uses a battery-operated system that heats tobacco sticks called HEETS, which are accessible in a number of flavours. heets iqos near me The sticks are also sold below cigarette manufacturers Marlboro and Parliament in some nations around the world.]2 IQOS heats the tobacco up to 350°C, in contrast to 600 °C in cigarettes, and therefore, according to PMI there is no “combustion, hearth, ash, or smoke” and “the levels of dangerous substances are drastically lowered compared to cigarette smoke”.3 A subsequent peer reviewed examine, making use of PMI’s clinical knowledge, concluded that IQOS was “not detectably different” from cigarettes, in phrases of likely dangerous effects.forty five PMI publishes its personal evidence on IQOS on its PMI Science web site.
PMI also sells e-cigarettes (also recognized as an digital nicotine shipping systems, or Finishes) under the IQOS brand, known as IQOS Mesh. There is proof that the organization has conflated the two merchandise.6 For particulars see IQOS: Use, “switching” and “quitting”.
For much more details on IQOS Mesh and earlier items see E-cigarettes: Philip Morris Worldwide
Solution Innovation
In 2019, PMI released brand extensions IQOS Multi and IQOS Duo (see impression 1).two
PMI has a 2nd HTP merchandise under advancement, named TEEPS, which employs a carbon heat source to warmth the tobacco sticks.7 The company has alleged that this merchandise is closer to the seem and feel of a conventional cigarette than IQOS. 8 PMI executed a “small scale metropolis test” of TEEPS in the Dominican Republic in December 2017, and intended to “consumer test” the solution in late 2020.910 As of June 2021, TEEPS did not nevertheless appear to be on the market place.7
In February 2021, PMI announced to investors that it planned to start one more unit later on in the 12 months known as IQOS ILUMA.211
For far more details, such as other companies’ HTPs, see Heated Tobacco Products.
Markets and Launches
After first launching in 2014, by 2016 IQOS accounted for ninety nine% of the global HTP market place, according to Euromonitor data.twelve Though competition elevated in subsequent several years, IQOS continued to keep by considerably the largest share
Market place authorisation in the US
By the conclude of 2019 IQOS was available in at minimum forty seven marketplaces, which includes the United States (US).four This adopted authorisation from the US Meals and Drug Administration (Fda) to launch the product on the US market place, which PMI had applied for in 2017.14 fifteen PMI launched IQOS in the US in 2019, at first in Atlanta, Georgia.16 In July 2020, it was noted that Altria was also promoting IQOS in Richmond (Virginia) and Charlotte (North Carolina), with strategies to roll out to four much more US cities in the subsequent eighteen months.
Marketed in lower cash flow international locations
PMI has primarily offered IQOS in higher earnings nations around the world. Nevertheless, it is also increasingly advertising its products in decrease income countries (see Impression 2). Although not officially launched, there is proof that IQOS was obtainable in 2018 in Vietnam, Indonesia and the Philippines, described by PMI as “key markets”. 41819 PMI indicated that it supposed to formally launch IQOS in the Philippines in the second quarter of 2020, subject matter to assembly “some regulatory and lawful requirements”
Marketing and advertising for the duration of Covid-19 pandemic
For the duration of 2020, at the top of the Covid-19 pandemic, PMI’s IQOS launches ongoing. In July 2020, it released in Georgia.22 In the Philippines, the item very first went on sale on the internet and in some impartial retail outlets in April 2020, with IQOS stores opening in Manila in September and October.232425 In Oct, PMI also declared that it experienced introduced in Jordan, even though the exact timing and mother nature of the start was unclear.2326 In 2020, Jordan had the world’s optimum smoking cigarettes prices, and was documented to have knowledgeable a massive quantity of tobacco industry interference, like by PMI.27 For much more information see the Japanese Mediterranean Area website page.
PMI formally released IQOS in Costa Rica in Oct.28 PMI explained that this took their total quantity of IQOS markets to 61, “of which fifty percent are exterior the OECD”.23 IQOS was previously accessible in Mexico, even though, following significant lobbying, the business failed to get the Mexican authorities to approve its import or marketing there.2930
The Australian authorities also ongoing to reject the solution, as properly as e-cigarettes. For much more info see Heated Tobacco Merchandise
According to PMI, by the conclude of 2020, IQOS was “commercialised” in sixty four markets.231IQOS is not but on sale in Indonesia, PMI’s greatest market for cigarettes