iqos 3 duo

Oct 27, 2020

Why IQOS heated tobacco is becoming popular among adult smokers

IQOS heated tobacco is becoming a popular smoking alternative among adult smokers because it incorporates tobacco without smoke, ash and cigarette smoke smell. Our article reveals what speaks for IQOS and what differences there are to conventional and e-cigarettes.


IQOS: the most important number and facts.

More than 10 million adult smokers have already chosen to switch to IQOS and leave cigarettes behind*. One of the main reasons is that 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. .


How is heated tobacco different from other smoking alternatives?

Our Heat-Not-Burn device IQOS, popular 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, e-cigarettes don’t contain tobacco at all. Instead, they heat an e-liquid containing nicotine and flavors to produce an aerosol.


Heated tobacco varieties and heated tobacco comparisons.


Heated tobacco varieties and heated tobacco comparisons

Heated tobacco products are an innovative alternative for adults who would otherwise continue to smoke or use other nicotine products. Heat-Not-Burn products heat tobacco instead of burning it in order to release heated tobacco flavors. Our Heat-Not-Burn product IQOS delivers a high-quality tobacco experience for IQOS legal age users with no fire, no ash and with less smell than cigarettes. However, IQOS is not risk-free.


Heated tobacco vs. e-cigarettes & vaping

E-cigarettes don’t contain tobacco. Instead, they heat an e-liquid containing nicotine and flavors to produce an aerosol, what people usually call a vapor – hence the term “vaping”. What’s more, in heated tobacco products, nicotine is naturally present in the tobacco used in the product. In comparison, in e-cigarettes, nicotine derived from tobacco is added to the e-liquid used in the product.




*Average reduction in the concentration of individual harmful substances (9 out of the so-called "priority toxicants“ identified by the WHO) in IQOS compared to the smoke of a representative selection of cigarettes (3R4F); recorded with the Intense Smoking Regime of Health Canada without taking nicotine into account.

**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 using specially designed tobacco sticks present more than 70% of their past 7-day tobacco consumption.