Germany: the heated tobacco market – consumer survey report, June 2022

Germany is one of the leading heat-not-burn (HnB) markets in the world, and is the country with the fifth largest market size globally according to TobaccoIntelligence’s database. Due to the importance of the German market, we carried out a consumer survey during the first quarter of 2022 in order to study the consumption and behavioural patterns of heated tobacco users in the country. This report presents the most important findings from the survey.

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Table of contents

  1. Executive summary
  2. Introduction
  3. Differences in HnB usage status: young people more likely to try HnB without continuing to use on a regular basis
  4. Taste and health-related reasons are driving people away from HnB
  5. Brand and model differences: Iqos 2.4 users less satisfied with their devices
  6. Consumable usage: consumers are using multiple different flavours on a regular basis

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