![]() ![]() There are now between 5.9 and 7.5 million heat-not-burn related Google searches in Japan each month based on September 2017 estimates. Average monthly searches for heat-not-burn products rose 1,426% (95%CI: 746,3574) between their first (2015) and second (2016) complete years on the market and an additional 100% (95%CI: 60, 173) between the products second (2016) and third years on the market (Jan-Sep 2017). We used Google search query data to estimate, for the first time, the scale and growth potential of heat-not-burn tobacco products. Japan, where manufacturers have marketed several heat-not-burn brands since 2014, has been the focal national test market, with the intention of developing global marketing strategies. In 2023, PMI plans to further commercialize the IQOS brand products.Īccording to data from PMI, the tobacco sticks for IQOS equipped with "bladeless" resistance external heating technology in the Blends product emit 95% fewer harmful chemicals compared to traditional cigarettes.Ī new round of growth in the market for IQOS, the heat-not-burn device, is on the horizon.Heat-not-burn tobacco products, battery powered devices that heat leaf tobacco to approximately 500 degrees Fahrenheit to produce an inhalable aerosol, are being introduced in markets around the world. In 2022, PMI launched the IQOS tobacco stick blends in a pilot market in the Philippines. In 2021, PMI introduced IQOS for sale in duty-free stores in Japan and Switzerland. In 2018, PMI opened its first "IQOS boutique" in Sofia, Bulgaria. In November 2002, PMI launched the new product IQOS Iluma Prime in Dubai duty-free. PMI's heated tobacco products are now available in several countries and regions, including Albania, Andorra, Armenia, Aruba, Austria, Bahrain, Bosnia and Herzegovina, Bulgaria, Canada, the Canary Islands, Colombia, Costa Rica, Croatia, Curaçao, Cyprus, the Czech Republic, Denmark, the Dominican Republic, Egypt, Estonia, France, Georgia, Germany, Greece, Guatemala, Hungary, Iceland, Italy, Israel, Japan, Jordan, Kazakhstan, South Korea, Kuwait, Kyrgyzstan, Lebanon, Latvia, Lithuania, Malaysia, the Maldives, Mexico, Moldova, Monaco, Montenegro, Morocco, the Netherlands, New Zealand, North Macedonia, Norway, Palestine, the Philippines, Poland, Portugal, Réunion, Romania, Saudi Arabia, Serbia, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Tunisia, the United Arab Emirates, the United Kingdom, and Uzbekistan. PMI has claimed that "almost 13.5 million adult smokers have switched from traditional tobacco products to IQOS. IQOS, a product developed by Philip Morris International (PMI), has been launched in 68 international markets overseas. The global market share of IQOS is gradually increasing. PMI announced that they plan to reintroduce IQOS for sale in the United States in the first half of 2023. In October 2022, PMI agreed to pay approximately 2.7 billion dollars to Altria Group for exclusive commercial rights to the IQOS tobacco heating system in the United States starting from April 20, 2024. In order to bring its product IQOS back to American stores, PMI has announced plans to manufacture IQOS in the United States starting in early 2022. The ITC has banned PMI's then-partner Altria Group from importing PMI's IQOS 2.4, IQOS 3, and IQOS 3 Duo products into the United States. In September 2021, the International Trade Commission (ITC) upheld its preliminary ruling from May 2021 that IQOS had infringed on two RAI patents. ![]() After gaining a small share of the overall market by introducing IQOS in a few states, PMI faced a setback as a result of an intellectual property infringement claim brought by Reynolds American Inc.'s (RAI) parent company, British American Tobacco (BAT), which resulted in the closure of IQOS in the US market. In 2020, the FDA approved the IQOS product for "significantly reducing exposure to harmful or potentially harmful chemicals," prompting PMI to launch the product in the United States. However, it has proven to be more challenging to penetrate the US market. PMI has collaborated with several international companies over the years and sold IQOS products under various brand names. ![]() Philip Morris International (PMI) has established its first factory in Italy, following successful initial developments in Italy and Japan, and has launched IQOS in the UK. In 2016, IQOS was launched for the first time in Italy and Japan but faced obstacles in its development in the United States. IQOS faces obstacles in its development in the United States as it gets embroiled in a legal battle with BAT over alleged patent infringement. Phimmo International's IQOS brand has introduced the concept of "heat-not-burn" for the first time, leading the development of electronic cigarettes in a new direction. ![]()
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