Nina Lyu
According to recently released 2022 data from Philip Morris Limited (PML), a subsidiary of Philip Morris International (PMI) in the UK and Ireland, PMI researched 250 UK convenience retailers, 56% of which said they sell heat-not-burn products such as HEETS tobacco sticks priced at £5 (about $5.99) per pack and IQOS ORIGINALS DUO products. IQOS is recognized by UK retailers as the number one heated non-combustible product in the UK market.
According to data published by Nielsen, the world's leading market monitoring and data analysis company, testified that IQOS is the number one ranked heated non-combustible product among UK retailers. Nielsen data indicates that PMI's heated tobacco product IQOS has a 99.5% value share of the heat-not-burn market in the UK as of October 2022, meaning that IQOS is the No. 1 product in the category in the UK, including all e-cigarette devices and consumables.
PMI has reportedly invested $9 billion in IQOS, with the intention of replacing traditional cigarettes with smokeless alternatives based on a scientific approach.
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