Aug 27, 2020

Why IQOS heated tobacco is an alternative for adult smokers

Heating tobacco releases flavors and 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 an alternative among adult smokers, as it incorporates tobacco without smoke, ash or cigarette smoke smell. IQOS is the #1 heated tobacco product1 and thousands of adult smokers around the world convert to IQOS every day2.


Besides using real tobacco, IQOS emits, on average, 95% lower levels of harmful chemicals compared to cigarettes3. Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.


IQOS 3 Duo with heating blade

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. This makes IQOS an alternative to cigarettes and the reason why more than 10 million adult smokers worldwide have already chosen to switch to IQOS and leave cigarettes behind4.

How is heated tobacco different from other smoking alternatives?

Cigarettes and other ways of taking in nicotine have been around for a long time. However, recent technological developments like heated tobacco products and e-cigarettes mean adults who would otherwise continue to smoke or use other nicotine products have alternatives available to them.

Our heat-not-burn device IQOS heats tobacco instead of burning it. This is the biggest difference between IQOS and cigarettes. By not burning tobacco, our IQOS heated tobacco product doesn’t create cigarette smoke and ash.

Similar to heated tobacco products, e-cigarettes don’t create smoke either because they don’t burn tobacco. However, unlike IQOS and HEETS, e-cigarettes don’t contain tobacco at all. Instead, they heat an e-liquid containing nicotine and flavors to produce an aerosol.

HEETS assortment

The various flavors of HEETS sticks

Made to be used with our heat-not-burn device IQOS, HEETS offer a tobacco experience without the cigarette 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 flavor experiences from rich to refined, including tobacco with 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 flavors among IQOS legal age users include the HEETS Amber Selection, a rounded, toasted tobacco blend layered with lightly scented woody and nutty aroma notes. 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 love to explore new taste sensations. That’s why we are constantly expanding our variety of HEETS, so that there is a heated tobacco flavor or taste experience for every IQOS legal age user to discover.

Dicover IQOS

1 Source: PMI global estimate of total In-Market Sales of Heated Tobacco Units as of December 2019. (excluding China and US).
2 Source: Status as of December 2019. 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.
3 Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).
4 Source: PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2020. IQOS users who have completely quit cigarettes and for whom HeatSticks represent more than 70% of their past 7-day tobacco consumption.

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Frequently asked questions on the IQOS tobacco heater

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