According to data released by Phillip Morris Limited (PML), a subsidiary of Philip Morris International (PMI) in the UK and Ireland, in 2022, PML surveyed 250 convenience retailers in the UK. 56% of these retailers stated that they sell heated tobacco products, such as HEETS tobacco sticks priced at £5 per pack (approximately 42 RMB) and the IQOS Originals Duo device. In the UK, IQOS is recognized as the top-selling heated tobacco product.
According to data released by Nielsen, a world-renowned market monitoring and data analysis company, IQOS has been verified as the top heating non-combustible product among UK retailers. Nielsen's data showed that as of October 2022, Philip Morris International's IQOS heating tobacco product held a market value share of 99.5% in the UK's heating non-combustible market. This means that IQOS is the number one product in this category in the UK, surpassing all electronic cigarette devices and consumables.
According to reports, PMI has invested 9 billion US dollars (approximately 62 billion RMB) in IQOS, with the intention of using the scientific approach of smoke-free alternatives to replace traditional cigarettes.
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