What is heated tobacco? Are heated tobacco products potentially less harmful than smoking? And how do they vary from other reduced-risk products?
Heated tobacco products fall under the "reduced-risk product (RRP)" category of alternatives to cigarettes, which also include vapes (also referred to as e-cigarettes) and oral nicotine products. While not risk free, reduced-risk products are designed to meet the diverse needs of modern adult tobacco consumers, while having the potential to reduce the health risks associated with smoking. They do not involve the burning of tobacco and do not produce smoke.
Heated tobacco products (HTPs) work by inserting heated tobacco sticks into compatible devices that heat tobacco leaves to create an aerosol, also referred to as vapor. This aerosol delivers the taste and experience of tobacco without combustion.
What are heated tobacco products?
There is an increasing demand for reduced-risk products worldwide as adult tobacco and nicotine users look for more choice to fit their changing needs and lifestyles. However, this continuing trend is moving at different paces depending on the country, its public health objectives and/or regional influences.
Did you ever wonder how the different products under the reduced-risk product category compare and how they are responding to changing consumer preferences? Find out below.
Through our reduced-risk product portfolio, we aim to empower our adult consumers with greater choice, providing them with high-quality experiences that meet their needs and expectations.
Heated tobacco products provide adult consumers with a satisfying alternative to cigarettes and the potential to reduce the health risks associated with smoking.
While consumer preferences vary from country to country, many smokers consider heated tobacco products as viable alternatives to cigarettes as these products mimic the smoking experience, are convenient to use and there is no smoke, ash or smell of tobacco.
Vapes rely on nicotine-containing liquids and do not contain tobacco. They provide a distinct flavor and experience tailored to the liquid and the device. Heated tobacco products contain tobacco, offering a robust, authentic taste that closely resembles smoking traditional cigarettes.
Heated tobacco devices use precise systems to heat tobacco sticks, avoiding combustion and reducing harmful substances compared to cigarette smoke.
For example, our Ploom heating device heats tobacco below 400°C, without burning it, creating an aerosol with fewer harmful substances and no solid particles - making them potentially less harmful.
By heating and not burning tobacco, as our laboratory studies* have shown, the device produces an aerosol that has lower levels of harmful substances compared to cigarette smoke.
*Takahashi, Yasunori, et al. "Confirmation of absence of combustion in an electronically heated tobacco product using multiple methods." Next Research 2.2 (2025): 100294.
As of May 2025, our heated tobacco product, Ploom, was available in 26 countries, but its presence is continually expanding geographically. By the end of 2025, we expect our devices to be present in markets collectively representing 80% of the global heated tobacco sticks segment.
The concept of tobacco harm reduction offers a way to reduce harm without sacrificing taste satisfaction. It’s about reducing the risks associated with burning tobacco while preserving what you value in the experience.
Tobacco harm reduction succeeds when two elements align: reduced product risk (compared to a combustible cigarette) and consumer acceptance. High-quality products with reduced-risk potential - such as heated tobacco, vapes, or pouches - skip the burning of tobacco, producing overall fewer substances and lower levels of harmful substances than cigarettes.
When you light a cigarette, the act of burning tobacco releases over 7,000 chemicals, including nicotine. Around 100 of these are classified by public health experts and regulatory authorities as causes or potential causes of smoking-related disease.
However, since reduced-risk products do not burn tobacco or generate smoke, they deliver nicotine alongside overall fewer substances and lower levels of harmful substances compared to cigarette smoke. It is for this reason that reduced-risk products have the potential to reduce smoking-related health risks when preferred and chosen as an alternative to smoking cigarettes.
JTI’s own marketing principles dictate that we only target existing adult smokers, vapers, and nicotine consumers when marketing and promoting our products. We do not design our products to appeal to, nor market them to minors.
We believe that regulatory frameworks for reduced-risk products should not mirror those for combustible tobacco products, considering that reduced-risk products have the potential to reduce the health risks associated with smoking.
Understanding the progress that consumers are trying to make in their lives is the big question of today... and will ultimately redefine how we show up for them and improve their experiences.
Understanding our consumers has always been at the heart of our success. As their needs and expectations continue to evolve rapidly, we’re committed to staying ahead by creating a range of reduced-risk products that reflect what they truly want. Heated tobacco products are a key part of this transformation - offering innovative solutions that align with their preferences and lifestyles.
To support this vision, JTI plans to roll out Ploom AURA progressively based on consumer demand and regional strategies, with a focus on existing key markets.