Prevalence, Use Behaviors, and Preferences among Users of Heated Tobacco Products: Findings from the 2018 ITC Japan Survey

Int J Environ Res Public Health. 2019 Nov 21;16(23):4630. doi: 10.3390/ijerph16234630.

Abstract

Heated tobacco products (HTPs), such as IQOS, glo, and Ploom TECH, with a variety of flavored tobacco-containing inserts, have reportedly achieved a significant market share in Japan. We analyzed data from Wave 1 of the ITC Japan Survey, a nationally representative web survey conducted in February to March 2018 among 4684 adult participants to estimate the prevalence of HTP use, describe characteristics of HTP users, and explore user preferences for HTP device and flavor. The overall prevalence of monthly HTP use was 2.7% (1.7% daily use). Virtually all HTP users were current cigarette smokers (67.8%) or former smokers (25.0%); only 1.0% of HTP users were never smokers. Among HTP users, IQOS was the most frequently reported brand used (64.5%), and menthol was the most common flavor reported (41.5%). IQOS was used more by younger respondents and those who reported daily use, while Ploom TECH was more popular among older respondents and non-daily HTP users. This is one of the first non-industry funded studies to explore the use of HTPs in Japan.

Keywords: flavored tobacco; heat-not-burn; heated tobacco products; modified risk tobacco products.

Publication types

  • Comparative Study
  • Research Support, Non-U.S. Gov't

MeSH terms

  • Adult
  • Age Factors
  • Consumer Behavior / statistics & numerical data*
  • Electronic Nicotine Delivery Systems / statistics & numerical data*
  • Female
  • Hot Temperature*
  • Humans
  • Japan / epidemiology
  • Male
  • Middle Aged
  • Prevalence
  • Smokers / psychology*
  • Socioeconomic Factors
  • Surveys and Questionnaires
  • Tobacco Use / epidemiology*
  • Tobacco Use / psychology*
  • Young Adult