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Science and innovation

Demand for Less Harmful Alternatives

Different Smokers Have Different Preferences

To be sure, many smokers are looking for better alternatives to smoking – but what kind? What’s important to them in terms of ritual, taste, and experience? What will get them to switch from cigarette smoking to an alternative product – and stick with it?

Many consumers are familiar with e-cigarettes, which have been on the market for several years. While the current generation of these products doesn’t satisfy all smokers’ needs, they have had considerable success. We’re already selling e-cigarettes, and we are investing to improve the technology.

There are now rapid developments in nicotine-based products that can effectively substitute for cigarettes but with very low risks.
  • Letter to WHO Director General from 53 prominent public health experts and leading scientists from over 18 countries*

* Statement from specialists in nicotine science and public health policy, Letter to Dr. Margaret Chan, WHO Director General: Re: Reducing the Toll of Death and Disease from Tobacco – Tobacco Harm Reduction and the Framework Convention on Tobacco Control, (26 May 2014) (http://nicotinepolicy.net/documents/letters/MargaretChan.pdf)

Why didn’t you start selling these breakthrough products earlier?Know more

Product development and assessment of these products takes many years. After over ten years of investment, we now have the science, technology, and the supply chain to produce and offer these products to smokers around the world. 

We see a lot of promise in heated tobacco products as well. In this category, we’ve launched the IQOS tobacco heating system in key cities in over 20 markets, with more to follow soon. Over 2 million adult smokers have already switched to IQOS, and we continue to launch in new geographies.

By offering a diverse portfolio of potentially less harmful products, we believe we can switch an even greater number of smokers faster, and increase our company’s presence in the category, while having a positive impact on public health.

A positive impact on public health
Reflecting on consumer's needs
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