Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland

Abstract

ObjectiveTo examine consumer perceptions, attitudes and behaviours regarding the heated tobacco product, IQOS, as well as to document the product’s marketing strategies to determine its potential for appealing to youth and young adults.MethodTruth Initiative, in collaboration with Flamingo, collected qualitative data via: (1) expert interviews, (2) semiotic analysis of IQOS packing and marketing materials, and (3) 12 focus groups with adults in Switzerland (ages 19–44 years; June 6–9, 2016) and Japan (ages 20–39 years; June 22–24, 2016) (n=68 for both groups).ResultsExpert interviews and IQOS packing and marketing analyses revealed the product is being marketed as a clean, chic and pure product, which resonated very well in Japan given the strong cultural values of order, cleanliness, quality and respect for others. Focus groups results indicated Japanese IQOS users used the product for socialising with non-smokers. Focus group participants in both Japan and Switzerland reported lower levels of satisfaction with the product relative to combustible cigarettes, although many found the product packaging to be appealing. While participants identified several benefits and barriers related to IQOS, few reported any potential health benefits of use compared with combustible tobacco products.ConclusionIQOS was marketed as a sophisticated, high tech and aspirational product. Because youth and young adults are more interested in such product positioning, this approach raises some concern about youth appeal. This research shows cultural factors appeared to affect the appeal of this messaging, indicating that prevalence and uptake data will likely not be similar from country to country.

New ideas, old problems? Heated tobacco products – a systematic review

“…The heated tobacco smoking technology has become increasingly popular [6,79]. The most popular HTP product -IQOS from PMI -is widely available in 33 countries worldwide, including 21 European countries [93]. Other popular HTPs -glo and Ploom TECH -are also gaining new markets [6].…”

“…The marketing strategies and promotion of these products, such as fancy concept stores, brand ambassadors, and free samples testing, can support the increase in the number of HTP users [4,92,93]. Like e-cigarettes [103,104], HTPs are advertised via the Internet and social media [92][93][94]. Tobacco…”

“…Mathers et al noted that sales representatives in Canada, by regularly using IQOS, made a significant contribution to the direct promotion of this product [92]. A similar marketing strategy was launched in Japan where "brand ambassadors" were employed to showcase the products and answer questions with free samples [93]. In South Korea, each IQOS-store customer takes part in a 15-min professional presentation by an "IQOS coach" before buying their first IQOS device [4].…”

Light and mild redux: heated tobacco products’ reduced exposure claims are likely to be misunderstood as reduced risk claims

“…Later, tobacco companies went further to promote light and mild cigarettes with aspirational messages, linking light cigarettes to highly desirable places and situations, such as style, relaxation and sophistication 41 . PMI is using the same playbook in marketing IQOS around the world by promoting IQOS as sophisticated and aspirational, 7 emphasising the themes of cleanliness, customisation and sociability 6 . Based on what we have learnt from marketing of light cigarettes and natural tobacco, 42 – 44 as well as the results of PMI’s own research, it is likely that these claims will also be understood by consumers as reduced risk claims 34 …”

“…Advertisements and marketing materials for IQOS emphasise both its superiority over combustible cigarettes (in terms of cleanliness and customisability) and similarity to them (in terms of product’s taste, size and providing similar behavioural experience) 6 . Claims about health benefits or lower risks of IQOS are not emphasised in the marketing materials and some of the materials carry minimal health warnings, such as ‘This tobacco product can harm your health and is addictive’ 6 or it is ‘not risk-free or a safe alternative to cigarettes but it is a much better choice than smoking.’ 7 Before IQOS is introduced into the US market, PMI needs the FDA’s permission. The 2009 Family Smoking Prevention and Tobacco Control Act 8 (FSPTCA) assigns the FDA authority to regulate the manufacturing, marketing and distribution of tobacco products in the USA.…”