Market report: HnB and social media in Italy and its evolution in recent years

Italy is one of the biggest markets for heated tobacco – also known as heat-not-burn (HnB) – where the category takes 15% of the total national tobacco market volume. According to TobaccoIntelligence’s database, this makes it fifth in terms of the highest heated tobacco market share.

The market is dominated by Iqos – launched by Phillip Morris International (PMI) in 2014 – and Glo – launched by British American Tobacco (BAT) in 2018; however, other compatible products have started to enter the market in recent years.

This report examines the activity around two heated tobacco brands – Iqos and Glo – on the most important social networks in Italy, as well as opinions expressed online by Italian users about the brands