# NGP
2 . HEATED TOBACCO PRODUCTS ( HTP ) DEVICE MARKET OVERVIEW
Electronic tobacco heating systems using tobacco units are a newer product category than e-vapour and , accordingly , less widespread globally . There are only two such devices available in Russia : IQOS by PMI ( on sale since 2016 ) and a less popular GLO by BAT ( on sale since 2017 ). Unlike electronic vapour products , heat-not-burn systems use hard units ( sticks ) made of tobacco leaf . These devices generally have a hole for a tobacco stick and a heating element – a blade in IQOS and tube walls in GLO . Tobacco is heated to produce aerosol that is inhaled by the user . According to manufacturers ’ claims ( unconfirmed by recognized scientific research so far ), because tobacco is heated and not burned , levels of harmful chemicalsare significantly reduced compared to cigarette smoke so that the technology represents less health hazard .
Carbon heat source devices are designed to look like traditional cigarettes . Heated tobacco is placed into a flame-proof tube with a pressed-carbon tip at the end . When the carbon heat source is ignited by traditional means , it starts heating the tobacco lug to produce nicotine-rich aerosol . Several companies are in the process of developing products based on the carbon heat source technology . We know that PMI has already announced a new product , TEEPs , but it has not been put on sale yet .
Hybrid devices combine vaping and heated tobacco technologies . Ploom tech by JTI and iFuse by BAT are the only two products in this category , still unavailable in Russia . Refill cartridge contains both an e-liquid container and a capsule with granulated tobacco .
NGP CAN BE CLASSIFIED INTO TWO MAIN CATEGORIES : ELECTRONIC VAPOUR PRODUCTS AND TOBACCO HEATING SYSTEMS
The device vaporizes e-liquid , and the created vapor passes through a capsule containing actual tobacco to pick up nicotine and a tobacco flavour .
ELECTRONIC VAPOUR PRODUCTS HAVE BEEN RECOGNIZED TO BE 95 % LESS HARMFUL COMPARED TO TRADITIONAL CIGARETTES
Electronic vapour devices have been quickly gaining popularity in the last 10 years . According to a study published by Ernst & Young , the number of vapers in Russia , Germany , the UK , France , South Korea , and Italy almost doubled from 2.8mn in 2013 to 6.1mn in 2016 .
Comparative popularity of different e-vapour types based on Ernst & Young estimates indicates a shift in market trends . Initially , rechargeable ( cartridgebased ) and disposable devices dominated the market . In 2013-2016 , the balance shifted to modular ( opensystem ) devices .
According to market players , the recent craze for modular e-vapour among Russian users is over . However , it does not mean that vaping has lost its market potential . On the contrary , market players expect smokers to shift to new generation products en masse , mainly to more smoker-friendly closed system products , such as myblu , Phix , Bo one , Juul (# 1 in the US market currently ). Powerful devices and an endless choice of e-liquids will be replaced by simple and smart devices that make e-vapour experience as close to real smoking as possible .
Three drivers behind e-vapour usage
• Desire to quit or reduce smoking
• Overcoming discomfort – can be used in areas where smoking is prohibited
• Desire to join a new trendy subculture
Type of device used ( percentage of users ), 2013 – 2016
48 % 44 %
35 % 31 % 24 % 28 % 15 % 15 %
55 % 53 % 62 % 68 %
2013 2014 2015 2016
Modular Disposable Rechargeable
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