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Japanese survey: The main reason for the switch to heat-not-burn is not a health factor

Japanese survey: The main reason for the switch to heat-not-burn is not a health factor

Recently, Japanese media randomly selected 1031 users who used heat not burn tobacco to investigate the reasons for switching to heat not burn products.

Among the 1031 respondents, 24.1% are new users who have only started using it in the past year, 69.0% of old users, and 7.0% of non-IQOS users.

Heat not burn product

Regarding the major brands of heat-not-burn, IQOS ranks first among total users, continuous users, new users in the past year, and converted users.  The percentage of all users of IQOS is 59.4%, and glo and Ploom are far behind IQOS.

In the past year, the reasons for the new users who started using heat-not-burn products are: 1.”Heat-not-burn has no smoke and peculiar smell affecting others” (35.9%)

  1. “no ash/no need for ashtray” (29.4%)
  2. “Due to health reasons” (25.0%)
  3. “No smoking places have to give up cigarettes (21.8%)”

So the main reasons for switching to heat-not-burn are: the impact of cigarette smoke on others, concerns about soot,  The awareness of health and the increase in smoking bans have forced cigarettes to abandon.  At the same time, “free trial draw” accounted for 20.2%, which is also a very effective marketing campaign to convert heat not burn products.


Post time: Jul-07-2021
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