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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Lucas Tremlett

Head of data
Lucas holds a Bachelor’s degree in philosophy, politics and economics (PPE) from Erasmus University College in Rotterdam, and a Master’s in Political and Electoral Analysis from Carlos III University in Madrid. He has previously worked at Kieskompas, a polling company based in Amsterdam, Fundación Alternativas, a think-tank based in Madrid, and IO Investigación, a market research company also in Madrid. He has experience in academic and market research.

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