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The latest results of a study reflecting the perceptions of users of reduced-risk* products in Romania show that they are willing to look for alternatives to smoking. In addition, consumers who switched from smoking to heated tobacco products (such as glo) or e-cigarette products indicated that they perceived a significant improvement in their health and lifestyle compared to smoking. This is the fourth edition of a study on consumer perceptions of tobacco heating products and its results reinforce those of previous editions. For the first time, this edition of the study included consumers’ perceptions of switching from smoking to e-cigarette products and the results reflected similar beneficial effects.
Romanian smokers who have completely switched to reduced-risk products* say that they experience an improvement in their physical condition when using heated tobacco or e-cigarette products compared to smoking, namely: 86% of heated tobacco product users and 83% of e-cigarette product users say that they make them cough less compared to smoking; 76% of heated tobacco product users and 82% of e-cigarette product users say that they cause less damage to their teeth compared to smoking; 70% of heated tobacco product users and 81% of e-cigarette users say that they affect their ability to exercise compared to smoking
Users of lower-risk products* who switched completely to these products and quit smoking also reported experiencing social benefits compared to smoking: 99% of HTP users and 97% of vaping users reported that these products left less unpleasant odor on clothes and hands; 95% of HTP users and 97% of vaping users reported that these products had less impact on indoor air quality; and 95% of HTP users and 94% of vaping users reported that these products left less of a bad taste in the mouth.
Smokers seek reduced-risk* alternatives that suit their needs, and the study shows that BAT has a clear goal to build a better future by reducing the impact on health (A Better Tomorrow™), and to achieve this goal, the company has been developing a wide range of reduced-risk* enjoyable products for adult consumers for more than a decade. According to the Consumer Perception Study conducted by IRES, smokers who have switched to such products mentioned the main arguments they consider when using reduced-risk* products, whether they are occasional smokers or not, as a satisfying experience (56%) and the potential risk reduction of heated tobacco (56%) or e-cigarette products (51%). “As demonstrated in the fourth edition of this study, the concept of reducing the risks associated with smoking is becoming increasingly relevant to consumers, and its results reaffirm that reduced-risk* alternatives are a viable option for those who are unable to quit. In addition to the strong scientific evidence supporting tobacco heating products and e-cigarette products as reduced-risk* alternatives to smoking, consumer perceptions are also a valuable source of information for the public and regulators, as they highlight the potential of these products as an effective solution to reduce the incidence of smoking,” said Ileana Dumitru, Director of External Relations for Southeast Europe at BAT. “This study highlights the confirmation of favorable perception trends regarding the effects of concurrent use or switching from cigarettes to heated tobacco products or e-cigarettes. In both cases, we note firstly a reduction in side effects associated with worsening health (coughing, dental damage, mobility). Secondly, a reduction in possible factors causing olfactory-driven social distancing, through the reduction of unpleasant odors on clothes, hands, breath or indoor air. Smoking itself has a heavy social component and if the adverse side effects are lower, this potential social space could also include those who are less affected by the use of traditional tobacco alternatives. Thirdly, our study confirms the trend of previous years, namely the likelihood of quitting smoking and returning to traditional cigarettes in situations where indoor use is restricted or the price of heated tobacco products or e-cigarettes increases”, said Dan Jurcan, Director of Research at the Institute. The study was commissioned by BAT Romania and its conclusions are based on the perceptions of two representative sample groups: consumers who use heated tobacco products and have completely or partially quit smoking (1025 users for at least 1 year) and consumers who use heated tobacco products and have completely or partially quit smoking (600 users for at least 1 year).The study used a CATI (Computer Assisted Telephone Interview) collection method and was conducted between September 1 and October 4, 2023. *Based on available evidence and assuming a complete transition from smoking to these products, which are not risk-free and are addictive. About British American Tobacco Romania British American Tobacco is the leader in the Romanian tobacco market, with a market share of approximately 50%. In 2022, British American Tobacco was the second largest contributor to the Romanian state budget, paying approximately RON 10.2 billion in taxes and excise duties. British American Tobacco is a strategic employer in Romania, creating more than 3,000 jobs directly and another 30,000 jobs indirectly in the distribution and supply chain. The British American Tobacco portfolio in Romania currently includes all three categories of reduced-risk* products that do not involve the combustion of tobacco, such as glo – devices for heating tobacco and plant-based consumables, e-cigarette devices, as well as modern oral nicotine pouches Our target strategy is to encourage adult smokers to choose products that do not involve the combustion of tobacco. We are fully committed to achieving this goal, creating added value for society, to become a business predominantly based on products that do not involve the combustion of tobacco products by 2035 About British American Tobacco Global British American Tobacco is a leading company with a diversified consumer products portfolio. Our strategic goal is to create a better future through a smoke-free world – A Better Tomorrow™. Our commitment to achieving this goal is underlined by our pledge to generate 50% of revenue from products that do not involve the combustion of tobacco by 2035. The company is clear that cigarettes pose significant health risks and the only way to avoid these risks is to quit. To create a smoke-free world, British American Tobacco encourages those who continue to smoke to switch completely to scientifically proven lower-risk* alternatives. British American Tobacco aims to have 50 million consumers choosing its smoke-free products by 2030 and to generate £5 billion in revenue from the new category by 2025.BAT has set a number of ambitious sustainability targets, such as a goal to reduce carbon emissions by 50% by 2030, a 50% reduction in emissions for targets 1 and 2 (compared to a 2020 baseline), and 100% of packaging used to be reusable, recyclable or compostable by 2025. BAT has over 46,000 employees and in 2023, BAT Group generated revenue of £27.28 billion and operating profit of £12.46 billion. The company’s strategic portfolio includes its global cigarette brands and an expanding range of tobacco and nicotine product categories. The portfolio includes products such as e-cigarettes, heated consumables and modern oral products. These new product categories have generated annual revenues of over £3 billion since their development a decade ago. 24 million consumers have now chosen BAT’s new product categories that do not involve burning tobacco, with revenues generated from these categories accounting for 16.5% of the group’s revenues in 2023. *Based on current evidence and assuming a complete transition from smoking to these products, which are not without risk and are addictive. Article supported by BAT.
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