IQOS market report: growth continues in new territories



1 Introduction
2 History
3 Retail landscape
4 IQOS users
5 IQOS and revenues
6 Future prospects


In this report, TobaccoIntelligence looks at Philip Morris International (PMI)’s heated tobacco system IQOS and how the market for the product has developed over the last year.

Heated tobacco products are neither e-cigarettes nor combustibles. They heat dried tobacco rather than e-liquid, but do not burn the tobacco as a combustible cigarette does.

IQOS consist of a reusable hardware device – which provides the heat source – and disposable tobacco sticks, known as Heets (or Heatsticks in some markets), which are inserted into the device.

Photo: Simon Des