Poland: the heated tobacco market – social media report, July 2022

There are three heated tobacco brands officially present on the Polish market: Iqos (Philip Morris International, PMI), Glo (British American Tobacco, BAT) and Lil (Korean Tobacco & Ginseng, KT&G), the last of which is sold through Iqos official channels. Throughout this report we look at the social media presence and activity of just Iqos and Glo since Lil currently doesn’t have a social media presence. Iqos launched in Poland in the second quarter of 2017, while Glo launched in the fourth quarter of 2018. We estimate the heated tobacco market value in Poland to be around €560m, and that there are 900,000 heated tobacco users in 2022. We estimate the market share of the brands present as follows: Iqos 74%, Glo 24% and Lil 2%.