"Heat-not-Burn" Tobacco Products Expanding in Europe

"Heat-not-burn" tobacco products work by heating, rather than burning tobacco. After some of these products were introduced in test markets such as Italy and Japan, Phillip Morris International launched an aggressive expansion strategy with its iQOS (I Quit Ordinary Smoking) device. Euromonitor estimates that the market value of heat-not-burn products will double in size in Western Europe compared to Eastern Europe in relation to cigarette sales in those regions. Although the market share of heat-not-burn products are minuscule when compared with cigarettes, they are foretasted to grow.  Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.