A recent study published in the journal Tobacco Control focuses on the perception of the IQOS heating tobacco device by American smokers and consumers of electronic cigarettes. The results show that both vapers and smokers who stopped using electronic cigarettes tended to perceive the IQOS positively. Conversely, people who exclusively used traditional cigarettes or electronic cigarettes mainly shared a negative opinion of the product.
The study is based on qualitative interviews conducted with 61 people aged at least 21 and having smoked at least 100 cigarettes during their life. Four profiles were retained: people declaring current consumption of traditional cigarettes but having never used electronic cigarettes, people declaring current and dual consumption of traditional cigarettes and electronic cigarettes (vapor smokers), people declaring current consumption of traditional cigarettes and stopping electronic cigarettes, and former smokers currently using electronic cigarettes. Participants were asked to share their opinions and perceptions regarding the IQOS, and statements relating to a potential reduction in risks induced by the consumption of heated tobacco.[1].
Knowledge and perception of IQOS
The study highlights a general lack of knowledge among those interviewed regarding the device, who showed a certain curiosity regarding the IQOS and its technical functioning. However, the reactions seem to differ depending on the groups studied. Individuals who had never used electronic cigarettes reacted negatively to this new tobacco product, believing that its hybrid form between the traditional cigarette and the electronic cigarette excluded it from being a less risky alternative to these two products. However, some people have highlighted certain advantages of IQOS compared to traditional cigarettes (smell, appearance, ability to smoke in certain places). In the group of vapor smokers, some people also argued that the IQOS could be able to offer the smoker the advantages of a traditional cigarette (nicotine delivery, taste), while eliminating the aspects considered negative (odor, smoke, risk of cancer, etc.). However, some of these judgments were linked to a misunderstanding of how the device worked, with some participants believing that the IQOS was compatible with their own cigarettes. Furthermore, the harmfulness of the device and its expensive cost were noted by some vapers. In the group of people who had stopped consuming electronic cigarettes, while some expressed reservations with regard to the price of the IQOS, the participants reacted positively to the product and the associated marketing arguments, whether product design, absence of odor, ash, etc. Conversely, the group of people who had exclusively switched to electronic cigarettes generally expressed a wish not to return to their tobacco consumption, but nevertheless considered that the device could be interesting for smokers.
People’s intention to switch to IQOS
Smokers who had never used electronic cigarettes showed some hesitation about a possible intention to switch to heated tobacco, due to uncertainties related to the price of the product and its harmfulness. Vapor smokers have shown keen interest in the IQOS, which, unlike the electronic cigarette, is seen as potentially providing the smoker with a sensation equivalent to a traditional cigarette. Once again, part of these responses is linked to a lack of understanding among several participants regarding the real functioning of the system. The group of people who stopped using electronic cigarettes also expressed an interest in trying heated tobacco, hoping to find in the IQOS a sensation equivalent to that of traditional cigarettes and a smoking cessation device. Conversely, people who exclusively switched to electronic cigarettes refused to try IQOS, due to the presence of tobacco in the product.
Varied opinions on the claim of reduced exposure to harmful substances
Participants were finally asked to respond to the manufacturer’s claim that “switching completely from cigarettes to the IQOS device significantly reduces your body’s exposure to harmful and potentially harmful chemicals,” cleared by the FDA. If some people in the group of smokers who do not consume electronic cigarettes welcomed the mention, others notably expressed their questions, or even their skepticism, with regard to this argument. The study reports a mixed reaction from the vaping group, who may be both skeptical of the argument and public authorities, while some have shown marked interest in this mention. Among people who had stopped using electronic cigarettes, a large proportion of them were skeptical of the mention, recalling the initially calming discourse regarding electronic cigarettes. Exclusive consumers of electronic cigarettes overwhelmingly rejected the validity of the statement, emphasizing their distrust of the statements of manufacturers and public authorities.
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[1] Weaver SR, Spears CA, Henderson KC, et alPerceptions and intentions regarding IQOS among current US adults who use cigarettes and/or electronic nicotine delivery systemsTobacco Control Published Online First: 31 December 2024. doi: 10.1136/tc-2024-058854
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