Alternative tobacco and nicotine products in the United States

What to expect

In the US, the whole vaping crisis and the premarket tobacco product application (PMTA) process and deadline provides a massive opportunity for heated tobacco products to grow. Iqos has already gone through the review process and in general heated tobacco will benefit from a decline in vaping. Also, the growth in the vaping market of the previous years has already prepared the market for heated tobacco as consumers will look at Iqos – or other heated tobacco products – as an alternative product. There is already a well-structured distribution channel for Iqos and heated tobacco products which gives an advantage to the category, and even though there is no certainty of success, PMI has learned a lot from the other markets.