IQOS has become the UK’s number one product in the smoke-free category, Nielsen figures show1.

  • Retail value share of IQOS and HEETS – heated tobacco sticks2 used exclusively with the IQOS device – has surpassed that for the products of PML’s nearest competitor in the smoke-free category, including all e-cigarette and heated tobacco products3
  • Tesco and WH Smith High Street become latest national retailers to stock HEETS as consumer demand grows for IQOS in the UK
  • HEETS market share among cigarettes and heated tobacco sticks has tripled in the last 12 months4, with the UK now one of the fastest growing markets for HEETS in Europe
  • New tobacco blend HEETS Teak selection increases consumer choice

Reporting on the growth of IQOS, Christian Woolfenden, Managing Director at Philip Morris Limited in the UK and Ireland, said:

IQOS is the number one heated tobacco product on the market across the world5, with more than 16 million users in over 60 countries6. We’re now seeing real success with IQOS in the UK. But, with almost seven million smokers in the UK7, there’s more work to be done to help those who would otherwise continue to smoke switch to less harmful alternatives.

“Thousands of local convenience stores already stock IQOS and our HEETS heated tobacco sticks, and we’re now seeing increasing numbers of national retailers looking to meet customer demand in this growing category. With an unparalleled success rate in helping smokers make the switch from cigarettes – seven in 10 users worldwide have stopped smoking and switched to IQOS8 – it’s no surprise that customers across the country are seeing its benefits.”

IQOS produces no smoke and less smell. By using real tobacco instead of an e-liquid, it delivers a more familiar and satisfying tobacco experience. IQOS emits 90 to 95% less harmful and potentially harmful chemicals compared to cigarettes9.

The latest figures from Nielsen – a global measurement and data analytics company – show the retail value share of IQOS and HEETS surpassed that for the products of PML’s nearest competitor in the smoke-free category during the summer10. Since then, the world’s number one heated tobacco product has further grown its position in the market.

Philip Morris International’s (PMI) third quarter results on 20 October revealed that the UK is now one of the fastest growing markets for HEETS in Europe. HEETS market share in the UK, among cigarettes and heated tobacco sticks, has tripled in the last 12 months11. There was strong growth in HEETS in the UK and London, with offtake share in the latter exceeding 3% in September12. This follows the second quarter results, published in July where UK heated tobacco stick volumes increased more than five-fold over the prior year quarter13.

The availability of HEETS continues to grow nationwide. Tesco and WH Smith High Street will become the latest national retailers to stock a range of variants by the end of the year. They will join Asda, BP, Morrisons, Sainsbury’s, Shell and Waitrose as existing heated tobacco stockists. The IQOS device can be purchased at select Sainsbury’s stores and Sainsbury’s online.

The new HEETS Teak selection, a toasted tobacco blend with nutty aromas, is also available for retailers to purchase through wholesale channels. This new product, the eighth HEETS variant available in the UK, increases the range of tastes now available – from classic tobacco to menthol blends – and will support retailers in offering their customers more choice.

IQOS customers have access to IQOS Care, a comprehensive and personalised support service unrivaled in the UK. The support includes a dedicated Customer Care team available seven days a week, with IQOS Care Experts delivering remote services through live chat, email and over-the-phone. A free-of-charge device replacement service is in place for UK customers, with support extending to 60+ countries. IQOS Care has a Trustpilot rating of 4.4, with more than 1,300 reviews and 77 per cent of customers rating the service as ‘Excellent’14.

Kate O’Dowd, Head of Field Force at Philip Morris Limited in the UK and Ireland, said: “By valuing our retail partners, investing significantly in customer care support and increasing the availability of our products nationwide, IQOS has become the UK’s number one smoke-free product.

“PML’s commitment to our growing community will continue throughout 2021. We are increasing our field force to expand into new regions and cities across the UK – supporting more retailers to stock IQOS and HEETS, providing a better choice for adult smokers that would otherwise continue to smoke cigarettes.”

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