IQOS: what is the perception of the product among American smokers and vapers?

A recent study published in the journal Tobacco Control looked at the perception of the IQOS heated tobacco device by American smokers and e-cigarette users. The results show that both vapers and smokers who had stopped using e-cigarettes tended to perceive IQOS positively. Conversely, people who exclusively used traditional cigarettes or e-cigarettes mostly shared a negative opinion of the product.

The study is based on qualitative interviews conducted with 61 people aged at least 21 and having smoked at least 100 cigarettes in their lifetime. Four profiles were retained: people declaring current consumption of traditional cigarettes but having never used e-cigarettes, people declaring current and dual consumption of traditional cigarettes and e-cigarettes (vaping smokers), people reporting current use of traditional cigarettes and quitting e-cigarettes, and former smokers currently using e-cigarettes. Participants were asked about their opinions and perceptions of IQOS, and statements about a potential risk reduction induced by the consumption of heated tobacco[1].

Knowledge and perception of IQOS

The study highlights a general lack of knowledge of the respondents regarding the device, who showed a certain curiosity about the IQOS and its technical operation. However, reactions seem to differ depending on the groups studied. Individuals who had never used e-cigarettes reacted negatively to this new tobacco product, believing that its hybrid form between the traditional cigarette and the e-cigarette excluded it from being a less risky alternative to these two products. However, some people highlighted certain advantages of the IQOS compared to the traditional cigarette (smell, appearance, ability to smoke in certain places). In the group of vapers, some people also argued that the IQOS could be able to offer the smoker the advantages of a traditional cigarette (nicotine delivery, taste), while eliminating the aspects considered negative (smell, smoke, risk of cancer, etc.). However, some of these judgments were linked to a misunderstanding of how the device works, with some participants thinking that the IQOS was compatible with their own cigarettes. Furthermore, the harmfulness of the device and its high cost were noted by some of the vapo-smokers. In the group of people who had stopped smoking e-cigarettes, while some expressed reservations about the price of IQOS, the participants reacted positively to the product and the associated marketing arguments, whether it was the design of the product, the absence of odor, ash, etc. Conversely, the group of people who had exclusively switched to e-cigarettes generally expressed a desire not to return to their tobacco consumption, but nevertheless considered that the device could be interesting for smokers.

People's intention to switch to IQOS

Smokers who had never used e-cigarettes showed some hesitation about a possible intention to switch to heated tobacco, due to uncertainties related to the price of the product and its harmfulness. Vaping smokers showed a strong interest in IQOS, which, unlike e-cigarettes, is perceived as potentially providing the smoker with a sensation equivalent to a traditional cigarette. Once again, some of these responses are linked to a lack of understanding by several participants regarding the actual functioning of the device. The group of people who had stopped e-cigarettes also expressed an interest in trying heated tobacco, hoping to find in IQOS a sensation equivalent to that of a traditional cigarette and a smoking cessation device. Conversely, people who had exclusively switched to e-cigarettes expressed a refusal to try IQOS, due to the presence of tobacco in the product.

Mixed opinions on the claim of reduced exposure to harmful substances

Finally, participants were asked to respond to the manufacturer's claim that "completely switching from cigarettes to the IQOS device significantly reduces your body's exposure to harmful and potentially harmful chemicals," which the FDA authorized. While some in the group of non-e-cigarette smokers welcomed the claim, others expressed concern or even skepticism about the claim. The study found a mixed reaction from the group of vapers, who were skeptical of both the claim and the government, while some showed a strong interest in the claim. Among those who had quit e-cigarettes, a large proportion were skeptical of the claim, echoing the initially soothing discourse about e-cigarettes. Exclusive e-cigarette consumers overwhelmingly rejected the validity of the label, stressing their distrust of the statements made by manufacturers and public authorities.

FT

[1] Weaver SR, Spears CA, Henderson KC, et alPerceptions and intentions regarding IQOS among current US adults who use cigarettes and/or electronic nicotine delivery systemsTobacco Control Published Online First: 31 December 2024. doi: 10.1136/tc-2024-058854