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.