JMIR Publications

ABSTRACT

Background:

The Tobacco Heating System (THS, commercialized as IQOS®) is a smoke-free heated tobacco product that was introduced in the United States (US) in 2019 and authorized by the US Food and Drug Administration as a modified risk tobacco product (MRTP) in 2020. THS consists of a holder and specially designed tobacco sticks that are heated instead of burned to produce a nicotine-containing aerosol.

Objective:

The aim of this study was to describe selected sociodemographic characteristics of adults who used IQOS (AUI), tobacco use patterns (e.g., tobacco use history, exclusive and dual-use, switching from cigarette smoking, etc.), risk perceptions of the product, and understanding of MRTP messages among AUI.

Methods:

The IQOS Cross-sectional Postmarket Adult Consumer Study was a study of AUI aged ≥21 years who were recruited from a consumer database via direct mail and emails. Participants completed the online survey between September and November 2021.

Results:

The survey was completed by 645 current and 43 former AUI who had used at least 100 tobacco sticks prior to the assessment. Of the 688 participants, 61% were male, 73% were non-Hispanic white, and the mean age was 45. The vast majority (99%) of AUI had ever smoked combusted cigarettes before first trying THS. At the time of assessment, 49% were still smoking after an average of 1 year of THS use. Among those, 83.6% smoked fewer cigarettes compared to before first trying THS. Among all AUI, over 80% had never used a cessation treatment or had not used it in the past 12 months. Approximately 80% of AUI demonstrated correct understanding of the MRTP message.

Conclusions:

This study is the first to provide evidence that THS can help adult smokers in the US completely switch away from cigarettes or reduce smoking.