Heated tobacco usage in South Korea: a consumer survey

The heated tobacco (heat-not-burn, or HnB) market emerged in South Korea in May 2017 when Phillip Morris International (PMI) launched IQOS. Since then the market has been developing, with two more brands,Glo and Lil, entering the market three and six months later respectively. This made South Korea the second country, after Japan, to have three heated tobacco brands on the market. Recent analysis shows that the Korean market has been growing.

ECigIntelligence carried out an online survey of heated tobacco users in Korea in March-April 2018 to learn about the user experience and to reveal the relationship between HnB, conventional tobacco use, and e-cigarette consumption.

Analysis was based on 160 validated responses from current users aged 18+. The survey was distributed on heated tobacco and electronic cigarette forums and online groups. A financial incentive was offered for completion of the survey, but the fact the survey was posted in groups/forums connected with heated tobacco suggests this probably did not lead to non-HnB users responding.


I'm already a subscriber
Author default picture

Veronika Sianko

Our Key Benefits

The global e-cigarette market is in an opaque regulatory environment that requires professionals to be on top of industry developments to make informed decisions and optimise their strategy.

ECigIntelligence provides organisations with leading market and regulatory data analysis to anticipate and understand market developments globally and the impact of regulatory changes to the business.

  • Stay informed of any legal and market change in the sector that impacts your organisation
  • Maximise resources by getting market and legal data analysis daily in one place
  • Make smart decisions by understanding how the regulatory and market landscape evolves
  • Anticipate risks in your decisions by monitoring regulatory changes that impact your organization