The decline in cigarette sales increased five-fold following the introduction of our smoke-free product, according to a study for the American Cancer Society.
During the same period, combined sales of all tobacco products remained stable
Japan is an example of the remarkable impact introducing smoke-free alternatives to continued smoking could have when it comes to ending cigarettes.
And for that, there seem to be a number of factors in play:
There are smoke-free products available.
Adult smokers know about them.
They have accurate and non-misleading information about the products.
These products are acceptable to them.
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Independent research, significant results
In June 2019, a study conducted by researchers working for the American Cancer Society showed a significant decline in cigarette sales following the introduction of our heated tobacco product in 2015.
According to the study, cigarette sales had been declining by around 1.8% per year prior to the introduction, but this increased to 9.5% per year following the introduction.
The authors of the study concluded it was the introduction of our heated tobacco product which “likely reduced cigarette sales in Japan”.
There was a very low uptake of our smoke-free product among never-smokers. We know this because we carried out repeated cross-sectional studies with the adult general population in Japan and with users of our smoke-free product.
Our data also confirms that our smoke-free product is reaching the intended audience – which is adult smokers – and is of very limited interest to adults who have never used nicotine products before, or adults who had already completely stopped using nicotine products.
Of course, the best thing a smoker can do is to quit cigarettes and nicotine altogether, but the reality is that many do not. The impact a smoke-free alternative can have on cigarette sales in a market such as this demonstrates the demand for these products as a viable option for those smokers who would otherwise continue smoking.
This is a real example of the opportunity that exists for public health: smoke-free products as an additional asset and complement to measures aimed at preventing initiation and encouraging cessation. That’s in everyone’s interests.
