Mid-Year Resolutions are the New-Year Resolutions

New trend identified by IQOS Index as UK smokers look to give up the habit.


London, June 29th: A new trend has been identified by the IQOS Index amongst UK smokers dubbed ‘The Mid-Year Resolution’ after it was discovered more than a quarter of smokers are planning to try and quit the habit over the summer months.

Research of 1,500 adults who smoke revealed 45 per cent believe it’s easier to motivate yourself when it’s sunny, while 44 per cent feel more energised to meet targets at this time of year.

Other goals set during the summer included drinking more water, losing weight and being better with money.

While a quarter are keen to change their diet.

Google search data supports that the findings aren’t an outlying trend – nearly as many people searched for ‘Give up Smoking’ in the last week of June 2022 as the first week of January 2023.

Top 10 Mid-Year Resolutions

1. Quit smoking

2. Drink more water

3. Lose weight

4. Be better with money

5. Save energy

6. Change diet

7. Work out more frequently

8. Join a gym

9. Make more effort with friends

10. Take on a new hobby

It’s clear the UK is undergoing a huge, societal shift away from cigarettes” comments Harry Wake, spokesman for IQOS UK

"To better understand the challenges faced by smokers attempting to quit cigarettes, we’ve launched the IQOS Index.

As everyone knows, the best choice any smoker can make is to quit tobacco and nicotine products completely.

However, for those who don’t stop, having good access to information about less harmful alternatives such as vapes, nicotine pouches and heat-not-burn products can be vital in helping smokers find the product that’s right for them on their switching journey.

Vaping uses liquid, IQOS doesn’t. The success rate of those switching to IQOS is extraordinary. Research shows that the majority of smokers who use our heat-not-burn products, completely quit cigarettes for good*.

On top of this, for someone smoking a pack of cigarettes a day, they can save up to £3,000 per year**; it’s a win win – less harmful to health and better for your wealth."

The study also found 76 per cent were motivated to improve both their physical and mental health ahead of the summer holiday season.

And of the 28 per cent setting themselves targets, 72 per cent were much more confident of reaching them compared to those set at New Year.

The index findings revealed an average of 31 cigarettes were smoked by respondents each week, with three previous attempts being made to quit the habit.

Switching to vaping, nicotine patches, gums and lozenges were the most popular methods used to try to stop. However, the research found smokers were often drawn back to smoking during periods of stress.

And 39 per cent think about quitting weekly or more, with 13 per cent of those pondering it daily.

The IQOS Index. A bi-monthly survey of 1,500 smokers tracking:

Intention to Quit

  • The trends and motivations behind smokers’ intention to quit smoking cigarettes. 
  • Who are they, where do they live, what’s the timeline to give up.

Drivers to Quit

  • Why are smokers planning to quit?
  • What are their major concerns? Is it cost, health, family pressure, social stigma, duration of habit. 


  • What are smokers doing to quit? What alternatives are they using to help move away from cigarettes?
  • How are smokers feeling and what are the outcomes they achieve in success and duration.

*Source: PMI Financials or estimates, IQOS user panels and PMI Market Research

**Claim compares (i) the cost of smoking an average priced pack of cigarettes (with king size filter) per day, and (ii) the cost of buying an IQOS Starter Kit (RRP £39), and then consuming one pack of HEETS daily (RRP £6). In April 2023 the average price for a pack of cigarettes with king size filter was £14.40 (ONS data).

For further information, visit www.iqos.com/legal

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