Consumers’ perceptions on benefits for smokers who switch to tobacco heating products preserve year-on-year
Vaping results reinforce insights from previous editions
24 July 2024
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The 4th edition of the consumers’ perceptions study on switching from smoking to reduced risk* alternatives reconfirms the benefits indicated so far
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This study edition included as a premiere consumers’ perceptions on switching from smoking to vaping, and the findings reflect similar benefits.
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Consumer perception studies are important in order to be able to understand their perspective and their expectations for alternatives to smoking.
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As a consumer-centric business, BAT is committed to offering adult smokers viable reduced risks* alternatives.
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BAT is committed to building A Better Tomorrow™ by reducing the health impact of its business.
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BAT invests more than £300 million per year to develop new tobacco and nicotine products and to ensure that they evolve as the technology, science and consumer preferences change.
Bucharest, July 24 , 2024 – The outcomes of the lates IRES study that reflect the perception of reduced risk* products users in Romania show that that consumers are willing to seek out alternatives to smoking. In addition, consumers that switched from smoking to tobacco heating products such as glo or to vaping products state they perceive significant physical and lifestyle improvements versus smoking. This is the 4th edition of the consumers’ perceptions study run by IRES on alternatives to smoking and the results reinforce the findings of previous editions.
Romanian consumers who switched completely from smoking to reduced risk* products indicated improvements in their physical condition when using tobacco heating products or vaping products versus smoking:
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86% of the THP consumers and 83% of the vaping products consumers say that they cough less versus smoking.
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76% of the THP consumers and 82% of the vaping products consumers say that their teeth are less affected versus when they were smoking.
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70% of the THP consumers and 81% of the vaping products consumers say that their capacity for physical effort is less impacted versus when they were smoking.
Reduced risk* products consumers that have completely switched and no longer smoke also say that they feel these new products have social benefits compared to smoking:
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99% of the THP consumers and 97% of the vaping products consumers indicated less smell on clothes and hands.
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95% of the THP consumers and 97% of the vaping products consumers indicated less negative impact on indoor air quality.
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95% of the THP consumers and 94% of the vaping products consumers indicated less unpleasant aftertaste left in the mouth.
Consumers are looking for satisfying, reduced-risk* products, highlights the IRES study
BAT has a clear purpose to build A Better Tomorrow™ by reducing the health impact of our business and for doing so, BAT has committed to providing adult consumers with a wide range of enjoyable and less risky* products.
According to the IRES consumer perception study, key drivers for smokers to switch to reduced risk* products whether they also smoke sometimes or not are the satisfaction of the experience (56%) and the reduced risk potential of THP (56%) or vaping (51%) versus smoking.
"Tobacco harm reduction is increasingly recognized by consumers, as evidenced in the 4th edition of this study, which reaffirms that reduced-risk* alternatives are a viable option for those unable to quit smoking abruptly or entirely. Furthermore, alongside the robust scientific evidence supporting tobacco heating and vaping products as less risky alternatives, the consumer feedback captured in this study serves as a valuable informational resource for the public and regulatory authorities, highlighting the potential of these products as effective strategies for mitigating the smoking incidence", says Ileana Dumitru, Corporate and Regulatory Affairs Director for the South Eastern Europe Area at BAT.
"The IRES study highlights a confirmation of the tendency of favorable perception of the effects of simultaneous use or switching from cigarettes to tobacco heating products or electronic cigarettes. In both cases, we notice, first of all, a reduction in the side effects associated with the deterioration of health (the presence of cough, teeth damage, the ability to exercise). Secondly, there is a reduction of possible factors for inducing olfactory motivated social distancing by reducing unpleasant odor on clothes, hands, breath or indoor air. Smoking itself has a serious socializing component and if the undesirable side effects are lower, this potential space for socializing may also include those who are less disturbed by the effects of using alternatives to traditional tobacco. Third, our study confirms trends from previous years regarding the possibility of quitting smoking, but also of returning to traditional cigarettes, in the event of restrictions on indoor use or price increases for tobacco heating products or electronic cigarettes," Dan Jurcan, research director at IRES stated.
The study was conducted by IRES for BAT Romania and its conclusions are based on the perceptions of two representative sample groups: consumers who use THPs and who have completely or partially quit smoking (1025 THP users of at least 1 year) and of consumers who use vaping products and who have completely or partially quit smoking (600 vaping users of at least 1 year). The study used the CATI (Computer Assisted Telephone Interviewing) collection method and was conducted during 1 September – 4 October 2023.
*Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
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