Heated tobacco product (HTP) sales have seen significant growth since 2016, in Asia Pacific and Western and Eastern Europe. In many countries, this has coincided with a drop in cigarette sales. Data on retail volume sales of cigarettes and HTP are both measured in sticks, but one HTP stick may not be a perfect substitute for people who smoke, as it contains a lower dose of nicotine than one cigarette. Nevertheless, retail volume sales figures do suggest varied substitution effects in the following countries:
- approximately one–to-one substitution of HTP sticks for cigarettes: Hungary, South Korea, Italy, Germany.
- cigarette sales drop faster than HTP sales increase: Slovakia, Czech Republic, Russia, Japan, Greece.
- cigarette sales drop slower than HTP sales increase: Kazakhstan, Lithuania, Portugal.
See "The Global State of Tobacco Harm Reduction 2024: A Situation Report" for more information.
