Anticipating IQOS market expansion in the United States

Lorien Abroms*, Hagai Levine, Katelyn Romm, Christina Wysota, David Broniatowski, Yael Bar-Zeev, Carla Berg

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


IQOS is sold globally in over 60 countries and entered the US market in 2019 and by 17 May 2021, it was sold in four states: Georgia (Atlanta, Buford), Virginia (Richmond, Tysons), North Carolina (Charlotte, Raleigh), and South Carolina (Charleston, Myrtle Beach), and had 52 specialty stores and 400 retail outlets. While US sales stopped on 29 November 2021 due to a patent lawsuit, they may resume in the near future. As IQOS distribution will likely expand in the future throughout the US, surveillance systems are needed to inform local and national regulatory efforts. Key decision-driving factors for IQOS expansion likely include: 1) general market factors such as larger population/market size and higher median household income; 2) specific IQOS target market factors such as higher consumer spending and smoker prevalence; and 3) more lenient tobacco control context (e.g. cigarette excise taxes, smoke-free policies, state cessation/prevention funding). Likely targets for expansion are markets in Nashville, Tennessee; St. Louis, Missouri; and Louisville, Kentucky. Public health surveillance efforts should monitor IQOS market expansion (e.g. new markets, online direct-to-consumer sales) and IQOS marketing activities (e.g. advertisements, direct marketing, social media, point-of-sale promotions, product trials).

Original languageAmerican English
Article number4
JournalTobacco Prevention and Cessation
Issue numberJanuary
StatePublished - Jan 2022

Bibliographical note

Funding Information:
This research was partly funded by the National Cancer Institute (US NCI:R01CA239178-01A1).

Publisher Copyright:
© 2022 Abroms L. et al. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License. (


  • Tobacco control
  • alternative tobacco products
  • heated tobacco products
  • tobacco marketing


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