TSRC, Tob. Sci. Res. Conf., 2023, 76, abstr. 92

Tobacco use, perceptions, and characteristics of adults who use IQOS® in the united states: findings from a cross-sectional study

(1) Altria Client Services, Richmond, VA, USA; (2) Philip Morris Products, Lausanne, Switzerland

Background: IQOS®, a smoke-free heated tobacco product, was introduced in the United States (US) in 2019 and was authorized by the US Food and Drug Administration as a modified risk tobacco product (MRTP) in 2020. The aim of this study was to describe selected sociodemographic characteristics of adults who used IQOS® (AUI), tobacco use patterns relevant to IQOS® use (e.g., tobacco use history, exclusive and dual use, switching from cigarette smoking, etc.), risk perceptions of IQOS®, and understanding of IQOS® MRTP messages among AUI.

Methods: The IQOS® cross-sectional Postmarket Adult Consumer Study was a study of AUI aged 21 and older, recruited from an IQOS® consumer database via direct mail and emails. Participants completed the online survey between September and November 2021.

Results: A total of 645 current and 43 former AUI who had used at least 100 IQOS® HeatSticks prior to the assessment completed the survey. Of the 688 participants, 61% were males; 73% were non-Hispanic white; the mean age was 45. The vast majority (99%) of AUI had ever smoked combusted cigarettes before first trying IQOS®. At the time of assessment, 49% were smoking after an average of one year of IQOS® use. Among those who were still smoking, 83.6% smoked fewer cigarettes compared to before first trying IQOS®. Among all AUI, over 80% had never used a cessation treatment or had not used it in the past 12 months. Approximately 80% of AUI had correct understanding of the MRTP message.

Conclusions: This study is the first to provide evidence that IQOS® can help individuals who smoke completely switch away from cigarettes or to reduce smoking in the US.