Heated tobacco products
Heated tobacco products, such as IQOS, heat tobacco instead of burning it. This is a key difference between this product and cigarettes. By not burning tobacco, these products do not produce smoke but a nicotine aerosol, which is fundamentally different from cigarette smoke. According to our studies, IQOS ILUMA emits on average 95 percent lower levels of harmful chemicals than cigarettes*.
It should be noted that these products are not risk-free, and their use involves inhaling nicotine, which is addictive, but our science shows that these alternatives are a much better option for adult smokers who would otherwise continue to smoke cigarettes.
The number of IQOS users worldwide has now reached 32.2 million. Of these 32.2 million users, it is estimated that approximately 22.1 million smokers have already switched to IQOS, our leading heat-not-burn tobacco device, and have stopped smoking completely.
E-vapor products
Also known as vapes, or e-cigarettes, e-vapor products are portable, battery-powered devices that heat a liquid to produce an aerosol, commonly known as vapor. Hence the term “vaping.”
These products are also smoke-free, as they heat a liquid solution that may (or may not) contain nicotine but does not contain tobacco. These smoke-free products are not risk-free, as their use usually involves the inhalation of nicotine, which is addictive. However, they are a better alternative for adults than continuing to smoke cigarettes.
Products that deliver nicotine orally
These products include nicotine pouches and snus. Nicotine pouches consist mainly of nicotine and flavorings, while snus contains tobacco. Both products are wrapped in a cellulose pouch that is placed between the gum and the cheek or upper lip.
While not risk-free, all these products are a better alternative to continued smoking—but the best choice is to quit or not to start smoking.
* According to laboratory tests, the THS aerosol has an average of 95 percent lower levels of harmful and potentially harmful constituents (HPHCs) and is less toxic than cigarette smoke (https://www.pmi.com/our-science/our-findings-to-date).
*As of June 30, 2024, PMI estimates that approximately 22.1 million adults around the world had already switched to our leading heat-not-burn product and stopped smoking. These user metrics reflect PMI estimates, which are based on consumer claims and sample-based statistical assessments with an average margin of error of +/-5% at a 95% confidence interval in key volume markets. The accuracy and reliability of these user metrics may vary based on individual market maturity and availability of information.
