During this period full of challenges, but also a number of successes, IQOS has become a household name for many adult nicotine products users, associated with the idea of change, the future and a better choice compared to smoking.1
There are already 13.2 million IQOS users worldwide who have given up cigarettes. In Armenia, it is estimated that the same number is close to 100.000, meaning that a large community of adult nicotine products users have formed in our country, who have made a better choice and are one step closer to a smoke-free future.
Moving to the recent past, let's recall the path of IQOS in Armenia.
IQOS 2.4 PLUS was the first tobacco heating device presented in Armenia, with the help of which the category of smoke-free alternatives became available in our market.
After a short time, 2.4 PLUS was replaced by Multi, 3.0, 3.0 DUO and ORIGINALS DUO. Each new generation device differs from the previous one in its improved heating technology, offering a larger variety styles and color combinations, and not only that.
Over the past 5 years, we have also introduced to you limited-edition devices, such as The We Edition, with its distinctive and unique outlook.
Along with IQOS devices, we have also frequently updated the HEETS tobacco heatsticks range in an effort to create a wide selection of flavor discoveries for you.
In 2018, only 3 types of HEETS were represented in Armenia: Amber, Yellow and Turquoise. Currently, the HEETS portfolio consists of 6 main types: Bronze, Amber, Yellow, Silver, Turquoise and Purple Wave.
We also had seasonal, limited-edition HEETS like Summer Breeze and premium heatsticks called HEETS Dimensions.
And of course, this is not all. Some interesting news to be expected soon.
During the 5 years of operations in Armenia, IQOS brand has been guided by a great vision to replace cigarettes with a better alternative2 for adult smokers who would otherwise continue to smoke or use other nicotine products.
Now we can confidently state that IQOS is the only and the most popular heated tobacco product in Armenia. Here we are most excited by the fact that the community supporting the vision of a smoke-free future is growing day by day.
Moving forward, we will continue to bring you some much anticipated news very soon, so stay tuned for more.
Thank you for choosing IQOS on your path of making better choices and for sharing our vision for a smoke-free future.
1. PMI Financials or estimates (excluding Russia and Ukraine), IQOS user panels and PMI Market Research. Status as of September 2020. IQOS users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.
2. Based on the totality of evidence available for IQOS in comparison with continuing to smoke.