On the streets seeing a person using and IQOS or other similar product is a common sight these days. These new types of smokable tobacco are called ‘Heat not burn” tobacco, and Japan is the first country in the world to sell these new types of tobacco and they’ve proven to be quite popular.

Some of the main argument that people have for switching over of using these new types of tobacco are health reasons, however how sound is that argument. To investigate that a study was conducted to see the perception of use of tobacco among different age groups and of those age groups which group is the use of these new types of tobacco most prevalent? A new study show that most users of these new types of cigarettes are of the younger crowd because of the supposed health benefits of these cigarettes. This however shows that heat-not-burn cigarettes are not proven to be too popular with the older smokers in Japan. This study shows that 48% of traditional combustible tobacco smokers where aware of these new heat -not-burn cigarettes, however only 6.6% of traditional smokers ever tried these cigarettes.

This report finds that undoubtably heat-not-burn cigarettes are a ne youth phenomena, however why is that? One of the biggest marketing tools for these new types of heat-not-burn cigarettes is the supposed heath benefits of smoking them. Because the new tobacco doesn’t burn the leaves it doesn’t give the user or others standing by the harmful effects of traditional combustible tobacco cigarettes. With this in mind it would be more understandable to see a switch of traditional smokers from regular combustible cigarettes to smoking the heat-not-burn type. But refereeing back the aforementioned data, while almost 50% of traditional smokers knew about the heat-not-burn type of cigarettes, only 6% ever tried them. This is a shocking figure to see considering the supposed health benefits of the heat-not-burn cigarettes.

Heat-not-burn cigarettes sound really good being how they provide a much safer use of tobacco products to many users, the main point of marketing for these new e-cigarettes is the ability of one to quit smoking all in all one they start using them. This study surveyed a large group of people to find their perception on the effectiveness of the new heat-not-burn e-cigarettes ability to stop a user from smoking as opposed to other types of methods to quit smoking. The study found that the respondents looked at the heat-not-burn cigarettes as not the most viable method of quitting smoking of traditional combustible tobacco cigarettes. After compiling the data, it was found that 95% of respondents found that heat-not-burn cigarettes don’t stop the use of traditional combustible tobacco cigarettes. When analyzing this data it is understood that this would be an issue considering that heat-not-burn tobacco still uses nicotine to drive the addiction as well as how heat-not-burn tobacco provides a similar or less convenient experience to smoking traditional cigarettes. On the other side of the spectrum, therapy to quit smoking such as varenicline was seen to have a 95% positive response to those surveyed. The data here is really interesting to see how the respondents have the same percentage of recommendation and negative perception of the different methods of quitting.

One of the reasons the responds reacted so negatively to the ability of heat-not-burn cigarettes to help decrease the number of smokers and help smokers quit is the ability of heat-not-burn cigarettes to be used in areas that didn’t previously allow traditional combustible tobacco cigarettes to be used. Restaurants, taxis, stores, public areas, coffee shops, etc. all allow the use of these heat-not-burn e-cigarettes. Because of the higher acceptance of these types of cigarettes in the public world, it is understandable how the respondents couldn’t see how they would curve smoking, but rather increase it. When surveyed it was found that in one group or respondents, 26% of the group used traditional combustible tobacco cigarettes and within that group 19% of them used heat-not-burn cigarettes in areas where traditional cigarettes where banned. This shows that heat-not-burn cigarettes not nesasrly stop traditional smokers from using combustible tobacco cigarettes all in all.

One of the main marketing points of the heat-not-burn cigarettes is the fact that they are used to stop traditional smokers from using the older style of cigarettes. Looking at the results of the internet survey conducted by The Japan “Society and New Tobacco” Internet Survey found that most of the users of heat-not-burn tobacco chose to smoke the new type of cigarettes for any sort of health concern but rather for the fact they can use the cigarettes in areas where traditional combustible cigarettes are banned. The claims of health benefits are not backed up either because they makers of the heat-not-burn cigarettes cannot back up the claims of the supposed heath benefits because the new e-cigarettes are having not been released for a long enough for any concrete evidence of the health benefits to be discovered. All in all, the research conducted by The Japan “Society and New Tobacco” Internet Survey found that the claims of the makers of the heat0not-burn e-cigarettes that they curb traditional combustible tobacco cigarettes are not backed up either. For the future of cigarettes it’s easy to see that so far there is no evidence of heat-not-burn cigarettes helping users quit.

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