Why IQOS heated tobacco is becoming popular among adult smokers 

^{Updated Apr 7, 2023}

Heating tobacco releases nicotine and allows adult smokers to experience tobacco without combustion. So it’s no wonder that IQOS heated tobacco, also known as “heat-not-burn,” is becoming a popular smoking alternative among adult smokers, as it incorporates tobacco without smoke, ash and less smell compared to cigarettes. IQOS is the #1 heated tobacco product¹ and thousands of adult smokers around the world convert to IQOS every day².

But the reasons to switch from smoking to IQOS don’t stop here.

What’s more, IQOS is less likely to bother people around you, as it produces no cigarette smoke. It also leaves less lingering smell on hands, clothes and hair. All these benefits make IQOS a better alternative to cigarettes and the reason why over 12.7 million adult smokers have stopped burning tobacco and started heating it with IQOS³.

What heated tobacco variants are popular among IQOS adult users?

Made to be used with our heat-not-burn device IQOS, popular among adult smokers, HEETS™ offer a tobacco experience without the smoke, ash and fire that come from smoking cigarettes. So IQOS adult users can focus more on their moment and the taste. 

A modern twist on tobacco classics, HEETS™ come in a range of taste experiences from rich to refined, including tobacco with menthol and new aromatic blends to suit every IQOS adult user’s taste palate. HEETS™ can be chosen based on aroma, body and intensity. A lower intensity indicates round and refined taste sensations, whereas a higher one stands for richer tastes.

Some of the most popular heated tobacco variants among IQOS legal age users include the HEETS™ Amber selection, a rounded, toasted tobacco blend. Another popular heated tobacco flavor choice is the HEETS™ Yellow selection, a mellow and aromatic tobacco blend coupled with effervescent zesty aroma notes.

Explore all our HEETS™ flavors.

We know that IQOS legal age users (18+) love to explore new taste sensations. That’s why we are constantly expanding our variety of HEETS™, so that there is a heated tobacco taste experience for every IQOS legal age user to discover.

Find out more about our heat-not-burn IQOS devices popular among adult smokers.

_{¹PMI global estimate of total In-Market Sales of Heated Tobacco Units as of December 2022 (excluding Russia and Ukraine).
²Status as of December 2020 Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.} 

_{³PMI Financials or estimates (excluding Russia and Ukraine), IQOS adult user panels and PMI Market Research. Status as of March 2022. IQOS adult users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.}

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Important Information: This product is not risk free and provides nicotine, which is addictive. Only for use by adults who would otherwise continue to smoke or use other nicotine products.

_{IQOS are only for adult smokers who otherwise wish to continue to use tobacco or nicotine containing products.}

_{This article is for general information and educational purposes. Some of the information in this article is based on external, third-party sources and we make no representations or warranties of any kind regarding the accuracy, validity or completeness of such information.}