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In recent years, the nicotine consumption landscape has undergone a substantial transformation, marked by declining smoking prevalence in many countries and the restructuring and innovation of the tobacco industry. These changes have given rise to alternative forms of nicotine delivery, such as heated tobacco products (HTPs), electronic nicotine delivery systems (ENDS), and oral nicotine products (ONPs). In this dynamic and changing landscape, the heated tobacco industry has become a prominent player on the spectrum of novel nicotine products.

This report focuses on the heated tobacco industry – especially in the last decade – providing an overview and analysis of different aspects, such as the launch of major brands and pricing strategies, market size, and the future of the industry, among others.