Heated tobacco versus e-cigarettes: what does the future hold?

Heated tobacco is grabbing headlines, but what else will it seize?

The long-term future of the heat-not-burn (HnB) market, and how it will co-exist with that for e-cigarettes, is not yet clear.

The experience of the Japanese market, where heated tobacco has gained a strong advantage, may not be repeated in other territories.

New science may affect regulation substantially.

The fate of Philip Morris International (PMI)’s modified-risk application for IQOS in the US could sway opinion over a much wider range of territories.

Our report examines some possible scenarios – both positive and negative – for ways that the heated tobacco market might develop, and its future relationship to the vapour market.

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Barnaby Page

Editorial director
Before joining ECigIntelligence in early 2014 as one of its first employees, Barnaby had a 30-year career as a reporter and editor for newspapers, magazines and online services, working in Canada, the US and the Middle East as well as his current British location. He has edited publications covering fields including technology and the advertising industry, and was launch editor of the first large daily online news service in the British regional media. Barnaby also writes on classical music and film for a number of publications. Barnaby manages the editorial and reporting teams and works closely with the analyst teams, to ensure that all content meets high standards of quality and relevance. He also writes for the site occasionally, mostly on science-related issues, and is a member of the Association of British Science Writers.

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