Group Lifestyle Iqos heated tobacco

More than one in four adult smokers in the UK have said they are like to explore smoke-free products in 2022.

According to an independent survey carried out by Lake Research on behalf of Philip Morris Limited (PML), 26% of adult smokers in the UK are likely to explore smoke-free products such as e-cigarettes and heated tobacco, over the next 12 months.

The majority (61%) of respondents said they would feel comfortable asking their local retailer for advice on what smoke-free products might be right for them in 2022 while more than half (58%) believed they hadn’t yet found a satisfying alternative to cigarette smoking to help them quit and almost a third (32%) said they wished they knew about a better range of options available to them.

The survey highlighted a challenge in the market, with only 17% of smokers were likely to ask retailers what smoke-free products they stock and for recommendations on what alternatives might be right for them. It also found that 65% of smokers were unlikely to ask which alternatives matched their preferences, such as taste and nicotine strength, and for information they could take away from the point of sale to find out more.

Head of commercial planning at Philip Morris Limited in the UK & Ireland, Kate O’Dowd, said: “The New Year provides retailers with a great opportunity to help adult smokers switch to better smoke-free products, like e-cigarettes and heated tobacco products, if they’re unable to give up tobacco and nicotine products completely.

“However, this survey reveals that stocking smoke-free alternatives won’t be enough. Retailers must educate themselves and make connections with their customers, regarding the benefits of these products.

“There is a clear opportunity for manufacturers to work with retailers, to build awareness in store of alternatives like IQOS and make the retailer the centre of knowledge, so they’re able to help smokers overcome any challenges they may have with the smoke-free category.”

For more on the category, check out our products in-depth report.