IQOS becomes number one smoke-free product in the UK


Philip Morris Ltd has announced that IQOS is now the UK’s number one product in the smoke-free category, Nielsen figures show.

  • Retail value share of IQOS and HEETS – heated tobacco sticks 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 products
  • Tesco and WH Smith High Street are the 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 months, with the UK now one of the fastest-growing markets for HEETS in Europe

IQOS is the number one heated tobacco product on the market across the world, with more than 16 million users in over 60 countries,” Christian Woolfenden, Managing Director at Philip Morris Limited in the UK and Ireland. “We’re now seeing real success with IQOS in the UK. But, with almost seven million smokers in the UK, there’s more work to be done to help those who would otherwise continue to smoke switch to less harmful alternatives.”

By using real tobacco instead of an e-liquid, IQOS delivers a more familiar and satisfying tobacco experience and emits 90 to 95% less harmful and potentially harmful chemicals compared to cigarettes.

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 months. There was strong growth in HEETS in the UK and London, with offtake share in the latter exceeding three per cent in September. This follows the second-quarter results, published in July where UK heated tobacco stick volumes increased more than five-fold over the prior year quarter.

A new HEETS Teak selection, a toasted tobacco blend with nutty aromas, is also available for retailers to purchase through wholesale channels.

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.”