The landscape of reduced-risk nicotine products is continually evolving, and one increasingly popular development is in the field of heated tobacco. At Evapo, we are continuously exploring and researching new trends and technological advances when it comes to tools to help people make the switch from smoking. In this blog, we take a look at heated tobacco.
What is heated tobacco?
Heated tobacco is a smoking alternative product that makes use of "heat-not-burn" technology. Rather than set the tobacco alight in the way that cigarettes do, these devices are designed to heat the tobacco to release a nicotine-containing vapor. It is this lack of combustion that distinguishes them from traditional cigarettes.
One of the reasons heated tobacco has been proving so popular is the fact that heat-not-burn technology offers an authentic experience that not only feels a lot like smoking but also has a very authentic flavour, thanks to the use of actual tobacco.
That said, it is important to bear in mind that heat-not-burn tobacco sticks are not the same as cigarettes but have been designed specifically for use with heated tobacco vapes. The tobacco used in these devices is blended with VG and PG to help create a vapor.
How heated tobacco technology works
Heated tobacco technology uses electricity to heat specially designed tobacco sticks to a temperature lower than combustion. This creates a nicotine-containing vapor without producing tar, ash, or the thousands of harmful chemicals found in cigarette smoke. By removing the need for combustion, heated tobacco reduces the exposure to these harmful chemicals.
Research into heated tobacco is ongoing, it is a relatively new technology that has been growing in popularity over the last decade. UCL News reports that in a series of small studies, people who switched from cigarettes to heated tobacco had lower levels of exposure to harmful chemicals. A study published by the National Library of Medicine also found moderate evidence that heated tobacco users have lower exposure to toxicants/carcinogens than cigarette smokers. However, it stresses, as do we, that more research is needed to assess the effectiveness of heated tobacco products.
The current landscape: key heated tobacco trends
Now that heated tobacco has been available as an alternative to smoking cigarettes for a few years, we are starting to see some changes in the market.
Growing consumer awareness of heated tobacco products
The biggest shift is found in the growing awareness of heated tobacco products as a reduced-risk alternative to smoking, There has been an increase in the number of consumers exploring heated tobacco products and it is clear that this trend is underpinned by a desire for harm reduction combined with the desirability of a product that closely mimics the ritual of smoking cigarettes.
Heated tobacco could be considered as a stepping stone for those who want to move away from smoking, but who are not quite ready to completely give up tobacco.
Technological advancements and innovations
With the growth in consumer interest, there has also been a huge expansion in the technological evolution of heated tobacco devices. These include factors such as improved battery life, faster heating, and enhanced user experience. One of the most significant changes has been a shift from older heating methods to new, more efficient alternatives.
Previously, heated tobacco devices used a heated blade which penetrated the tobacco stick to heat it from the inside out. There has now been a move towards bladeless heating, like that used by the IQOS ILUMA and ILUMA ONE. This method makes the device easier to clean and maintain, because it does not leave any residue or debris.
We have also seen constant advancements in airflow design, allowing for a more authentic experience by closely controlling how the vapour is cooled and the feel of the inhale.
Advances in battery technology have also resulted in longer battery life without the need for much larger batteries, meaning devices can stay small while also improving the amount of time between charges. Some heated tobacco kits even come with a charging case, which allows the user to keep the battery charged on the go while also safely storing the device.
The rise of new flavours and nicotine options
Increases in technology have been matched by the growing diversification of the market, with a variety of new brands emerging, each bringing their own selection of flavours and nicotine options.
Initially, tobacco stick flavours were limited to a couple of tobacco blends and a menthol option. Now, the range has expanded to include a wide variety of blends that cater to different aroma preferences (mild, bold, robust, woody, nutty, notes of tea or malt, etc.), along with a variety of flavoured blends like mints, menthols and even fruits.
Some tobacco sticks, such as selected options from the TEREA range by IQOS, now offer a flavour ‘pearl’ which will release new flavour notes when clicked. This allows you to have two different flavour types in one stick.
Major brands in the heated tobacco market
There are a few big brands who are currently dominating the heated tobacco market, including names such as IQOS and Ploom. IQOS is an advanced smoke-free alternative that heats real tobacco, it offers a range of devices, including the ILUMA ONE. This modern device is compatible with TEREA tobacco sticks, which are available in a variety of classic, menthol and fruity blends. Each tobacco stick lasts for roughly the same duration as a traditional cigarette and provides a similar level of satisfaction with less mess.
Ploom is another big brand for heated tobacco products and sells devices like the Ploom X Advanced, which incorporate vibrations and LED indicators that are designed to guide your experience through Intuitouch technology. These devices use EVO tobacco sticks, which are gently heated for optimal taste.
PAX is another name you are likely to see. PAX kits are heat-not-burn devices primarily intended for dry herb and while they can be used for tobacco, they are less geared towards nicotine solutions than other noted brands.
The evolving role of dry herb vaporisers and how they work
The conversation around "heat-not-burn" technology extends beyond pre-packaged tobacco sticks. Dry herb vaporisers, for instance, use this same core principle to heat a substance without combustion. Unlike the tobacco sticks used in products like IQOS and Ploom, dry herb vaporisers are designed for use with loose-leaf materials, including tobacco.
A chamber or "oven" within the device is loaded with the chosen material and the device then heats this material to a precise temperature, releasing its active compounds as a vapor. This method of consumption avoids the production of tar and other harmful byproducts of combustion, offering a less harsh experience.
You are likely to see names like PAX in this space. While PAX kits are heat-not-burn devices primarily intended for dry herb, they can be used for tobacco as a fantastic alternative for those who enjoy a more traditional rolling tobacco experience. Unlike other brands that are more geared towards nicotine solutions, PAX devices allow for personal choice in material and offer a different kind of ritual compared to heated tobacco sticks.
The growing link to medical cannabis
In the UK, there is a growing expectation that doctors will increase the prescription of medical cannabis for various conditions. This is reflected in the market's significant growth, with the number of private prescriptions for cannabis-based products continuing to rise. The UK medical cannabis market is predicted to more than double in value from its current estimated size, reaching £558 million by 2029. This growth is a key reason why dry herb vaporisers will continue to become more relevant, as they are often the recommended consumption method for medical cannabis patients due to the harm-reduction benefits of avoiding combustion.
The future of heated tobacco: what's next?
The developments we have seen in the heated tobacco market in just the last few years indicates that it will have a role to play in future smoking cessation landscapes.
The role of regulation and public health
Evolving Government regulations and continued public health guidance will likely heavily influence the availability and design of heated tobacco products in the future. The Government’s aim to create a smoke-free generation (one that has 5% or lower adult smoking prevalence) has seen the focus switch from treatment to prevention when it comes to smoking.
We expect to see continued support for smoking cessation tools such as vape kits, and a change in perception that may carry over to heated tobacco products. We also hope to see more research and investigation into heated tobacco in the coming months and years.
Heated tobacco vs. other nicotine alternatives
There are already a number of alternatives to smoking available, including vaping and nicotine replacement therapies (NRTs), so where do heated tobacco products fit in? For some people, heated tobacco is able to provide a satisfying middle ground between traditional smoking and completely smoke-free alternatives – allowing them to take the first step on a stop smoking journey.
A viable alternative for the modern smoker
As we work towards the goal of a smoke-free future, it is great that another alternative is now a viable option for the average smoker looking to move away from cigarettes, especially as heated tobacco represents a significant step in the reduced-risk nicotine market.
If you are looking for a way to move away from smoking, why not explore our heated tobacco products as well as our other smoking alternatives like nicotine pouches or vapes to see if the right solution is ready for you.
Sources
UCL.ac.uk – 06/01/2022
Pmc.ncbi.nlm.gov – 06/01/2022
Leafie.co.uk – 31/07/2025
Gov.uk – 07/07/2025
