Market report: Italian Iqos consumers satisfied but concerned about prices

Italy is one of the leading heated tobacco – or heat-not-burn (HnB) – markets in the world, occupying 15% of the total tobacco market share. According to TobaccoIntelligence’s database, this makes it fifth in terms of the highest HnB market share. Due to the importance of the Italian market, we carried out a consumer survey during the third quarter of 2021 in order to study the consumption and behavioural patterns of heated tobacco users in the country. This report presents the survey’s most important findings.

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Table of contents

  1. Executive summary
  2. Introduction
  3. Cross-usage between HnB, traditional tobacco and e-cigs: regular HnB users are mostly ex-tobacco smokers
  4. HnB usage leads to a decrease in vaping
  5. Brands and models: Iqos users highly loyal, but concerned about prices
  6. Consumables: Neostik users report higher satisfaction than Heets users

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