Germany is one of the leading countries for heated tobacco, with the fifth largest market size globally. There are currently two heat-not-burn (HnB) brands available on the German market – Philip Morris’s Iqos and British American Tobacco’s Glo. Due to the importance of the market, TobaccoIntelligence carried out a consumer survey in the first quarter of 2022 in order to identify consumption and behaviour patterns of German heated tobacco users. This report presents the findings from this survey.
Reasons to buy
If you are interested in the German heated tobacco market then this report will provide you with invaluable insight and analysis of German HnB user preferences. The report discusses user attitudes, different brands and models, consumables, retail channels and more.
Table of contents
- Executive summary
- Differences in HnB usage status: young people more likely to try HnB without continuing to use on a regular basis
- Taste and health-related reasons are driving people away from HnB
- Brand and model differences: Iqos 2.4 users less satisfied with their devices
- Consumable usage: consumers are using multiple different flavours on a regular basis
Respondents were recruited through an external provider, which used an AI based methodology to find respondents. The survey has a sample size of 400 valid responses, with respondents being either current HnB users, former HnB users, or people who have tried HnB without ever using it on a regular basis.