Why IQOS heated tobacco is becoming popular among adult smokers

IQOS heated tobacco is becoming a popular smoking alternative among adult smokers because it incorporates tobacco without smoke, ash and cigarette smoke smell.

Smoke-free products deliver nicotine without burning tobacco. With a number of available smoke-free products, what is IQOS exactly, and how is it different from vapes and e-cigarettes?

Heating tobacco releases flavours and nicotine and allows adult smokers to experience tobacco without combustion. So it’s no wonder that IQOS heated tobacco, also known as “heat-not-burn,” is becoming a popular smoking alternative among adult smokers, as it incorporates tobacco without smoke, ash or cigarette smoke smell. IQOS is the #1 heated tobacco product* and thousands of adult smokers around the world convert to IQOS every day**.

But the reasons to switch from smoking to IQOS don’t stop here. Besides using real tobacco, IQOS emits, on average, 95% lower levels of harmful chemicals compared to cigarettes***.

Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.

What’s more, IQOS is less likely to bother people around you, as it produces no second-hand smoke. It also leaves less lingering smell on hands, clothes and hair. All these benefits make IQOS a better alternative to cigarettes and the reason why more than 10 million adult smokers have already chosen to switch to IQOS and leave cigarettes behind****.

*Source: PMI global estimate of total In-Market Sales of Heated Tobacco Units as of December 2019. (excluding China and US).

**Source: Status as of December 2019. Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market.

***Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).

****Source: PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2020. IQOS users who have completely quit cigarettes and for whom HeatSticks represent more than 70% of their past 7-day tobacco consumption.

How is heated tobacco different from other smoking alternatives?

Cigarettes and other ways of taking in nicotine have been around for a long time. However, recent technological developments like heated tobacco products and e-cigarettes mean adults who would otherwise continue to smoke or use other nicotine products have alternatives available to them.

Our heat-not-burn device IQOS, popular among adult smokers, heats tobacco instead of burning it. This is the biggest difference between IQOS and cigarettes. By not burning tobacco, our IQOS heated tobacco product doesn’t create smoke and ash.

Similar to heated tobacco products, e-cigarettes don’t create smoke either because they don’t burn tobacco. However, unlike IQOS and HEETS, e-cigarettes don’t contain tobacco at all. Instead, they heat an e-liquid containing nicotine and flavours to produce an aerosol.

What heated tobacco flavours are popular among IQOS adult users? / Popular flavours of HEETS among IQOS adult users.

Made to be used with our heat-not-burn device IQOS, popular among adult smokers, HEETS offer a tobacco experience without the smoke, ash and fire that come from smoking cigarettes.

HEETS come in a range of flavour experiences from rich to refined, including tobacco with menthol and new aromatic blends to suit every IQOS adult user’s taste palate. HEETS can be chosen based on aroma, body and intensity. A lower intensity indicates round and refined taste sensations, whereas a higher one stands for richer tastes.

Some of the most popular   among IQOS legal age users include the HEETS Amber selection, a rounded, toasted tobacco blend layered with lightly scented woody and nutty aroma notes. Another popular heated tobacco flavour choice is the HEETS Yellow selection, a mellow and aromatic tobacco blend coupled with effervescent zesty aroma notes. And for menthol fans, the HEETS Turquoise selection offers crisp menthol cooling coupled with a lightly toasted tobacco blend and enriched by subtle zesty aroma notes.

Explore all our heated tobacco flavours

We know that IQOS legal age users love to explore new taste sensations. That’s why we are constantly expanding our variety of HEETS, so that there is a heated tobacco flavour or taste experience for every IQOS legal age user to discover.

Additionally, our Flavour Advisor, which was developed in collaboration with flavours specialists, can help IQOS adult users discover the HEETS flavour that best suits their taste. Available both online and in stores where adult smokers can try IQOS, the Flavour Advisor is a quick and simple tool that helps IQOS adult users discover their personal taste profile based on their taste preferences. The Flavour Advisor will then help identify two HEETS variants that may match the user’s taste profile best.

Find out more about our heat-not-burn IQOS Devices popular among adult smokers.


Please enter your date of birth to confirm you are an adult user of nicotine or tobacco products.


This website is intended only for users of nicotine or tobacco products who are over 18.

We Care

This website contains information about our smoke-free products and we need your age to make sure that you are an adult in South Africa who would otherwise continue to smoke or use nicotine products. Our nicotine and tobacco products are not an alternative to quitting and are not designed as cessation aids. They are not risk free. They contain nicotine, which is addictive. Only for use by adults. Please visit the Important Information page of this website for further risk information