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Market report: social media proves to be a popular platform for heated tobacco brands in Poland

Published: 7th July 2022 | No. pages: 24
$1,750.00

Description

There are roughly 900,000 heated tobacco users in Poland, with Philip Morris’ Iqos commanding the majority of the market share. Two other brands are also present on the market, but with a much smaller share – British American Tobacco’s Glo and Korean Tobacco & Ginseng’s Lil. Of these brands, Iqos and Glo both have a social media presence across a number of platforms, which they use to interact with their customers. This report examines these brands’ activity on social media.

Reasons to buy

Since heated tobacco was launched in the Polish market in 2017 with Iqos, followed by Glo in 2018, the category has become a popular alternative to smoking. It appears that the internet is used widely in the country by these brands in order to reach their target audience, with various social media platforms becoming an important channel. This report analyses the different channels used, including Facebook, YouTube, Instagram and Twitter, and examines the overall sentiments taken from the main social media platforms.

Table of contents

  1. Executive summary
  2. Introduction
  3. Facebook
  4. YouTube
  5. Instagram
  6. Twitter
  7. Overall sentiment analysis

Methodology

The social media activity of the main heated tobacco brands present in Poland (Iqos and Glo) has been analysed by looking at all the social media platforms where they are officially present but also where there are unofficial user groups discussing their products. An in-depth analysis of social media metrics – such as number of followers, likes, posts, comments or the audience sentiment analysis – was performed in order to gauge the level of engagement of the heated tobacco brands.

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Description

There are roughly 900,000 heated tobacco users in Poland, with Philip Morris’ Iqos commanding the majority of the market share. Two other brands are also present on the market, but with a much smaller share – British American Tobacco’s Glo and Korean Tobacco & Ginseng’s Lil. Of these brands, Iqos and Glo both have a social media presence across a number of platforms, which they use to interact with their customers. This report examines these brands’ activity on social media.

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“ Market report: social media proves to be a popular platform for heated tobacco brands in Poland ”

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