The figures described on this web page can be found on the Heated Tobacco Products: evidence and insights from our research web page.

Figure 1: Heated Tobacco Market Company (pie chart) and brand (bar chart) Shares, 2024

A bar chart and donut chart illustrating the global Heated Tobacco Product market shares by brand and company in 2024.

Bar Chart (Brand Shares, companies in brackets)

• IQOS (Philip Morris International): 65.7%
• Glo (British American Tobacco): 12.9%
• Ploom (Japan Tobacco): 8.0%
• lil (KT&G): 4.4%
• lil (PMI) (Philip Morris International): 2.4%
• Pulze (Imperial Brands): 0.5%
• Mok (China Tobacco Hubei Industrial Corp): 0.2%
• Others: 5.8%

Donut/Pie Chart (Company Shares)

• Philip Morris International: 71.6%
• British American Tobacco: 12.3%
• Japan Tobacco: 5.9%
• KT&G Corp: 3.5%
• Imperial Brands: 0.6%
• China Tobacco Hubei Industrial Corp: 0.2%
• Others: 5.8%

Key Market Statistics

• Heat sticks sold: 178.6 Billion (up 145% since 2019)
• Market retail value (in USD): $37 Billion (up 129% since 2019)

Figure 2: Effect of HTPs on blood pressure compared to cigarettes

Two bar charts showing the effect of Heated Tobacco Products (HTPs) on systolic and diastolic blood pressure compared to cigarettes. One bar chart shows the effects under confined conditions (controlled settings like a lab or clinic). The other shows the effects under ambulatory conditions (uncontrolled, real-world settings like participant homes).

Five studies conducted under confined conditions found HTPs had a less harmful effect on systolic blood pressure than cigarettes. None found that there was no difference or that HTPs were more harmful than cigarettes. Six studies conducted under confined conditions found HTPs had a less harmful effect on diastolic blood pressure than cigarettes and one study found HTPs had a more harmful effect than cigarettes.

Two studies conducted under ambulatory conditions found HTPs had a less harmful effect on systolic blood pressure than cigarettes, two studies found HTPs had a more harmful effect than cigarettes, and one study found no difference in the effects caused by HTPs and cigarettes. Two studies conducted under ambulatory conditions found HTPs had a less harmful effect on diastolic blood pressure than cigarettes and three studies found HTPs had a more harmful effect than cigarettes.