Philip Morris International (PMI) has now closed almost all of its flagship stores in the UK because its heated tobacco products have failed to replicate the success of e-cigarette products in the past decade.

This is because researchers published a paper stating that IQOS "may not be as effective as JUUL in quitting smoking.

PMI has opened a number of IQOS flagship stores across the UK earlier. The scale and decoration are reminiscent of Apple stores. These flagship stores are the pioneers of ambitious plans to promote the heating tobacco product series through these hundreds of stores. However, due to PMI’s repentance of its intention to expand on the streets of the UK, from the 16 flagship stores opened in 2019, there are only a few remaining. Although PMI has made significant progress in the tobacco market in some countries, the UK’s Smokers and e-cigarette users still have a tepid attitude towards heating tobacco.

A PMI insider told the Times reporter: “At the end of last year, the company decided to quietly shut them down, costing millions of dollars because of a failed retail strategy. This obviously triggered people’s interest in IQOS in the UK. Business success and whether there is a demand for the product in the country. PMI will argue that they no longer need offline stores in the UK, online sales are growing, and IQOS is now mainly in large supermarkets in the UK, but is operating Only 18 months later, the retail layout in the UK was closed. This is still a commercial setback." "The newspaper reported that about 60 employees were laid off as a result.

Previously, PMI said that it could foresee the day when it would stop selling cigarettes and set a ten-year time limit for this incident. Its CEO called on the British government to formulate strong regulations to achieve this goal. Action for Smoking and Health responded by calling for further taxation of the tobacco industry to fund smoking cessation and education programs.

At the same time, the team led by Professor Peter Hayek published a paper entitled "Nicotine Delivery and User Ratings of IQOS Heating Tobacco System Compared with Cigarettes". The team believes that only when alternative, harm-reducing nicotine products can provide a considerable amount of nicotine when used as a substitute for smoking products, can they be favored by smokers. They studied the current experience of e-cigarette users who smoke less than one cigarette per day. The survey compared IQOS devices with JUUL products and refillable e-cigarettes containing 20 mg/ml nicotine.

The investigation team found that Juul performed best in providing nicotine. Ordinary e-cigarette users rate Juul better than heated tobacco products. Although supplementary e-cigarette products provide less nicotine, the research team has the highest evaluation of these products.

They concluded: “Because in this research sample, IQOS provides lower nicotine delivery efficiency than cigarettes and Juul, and has a weaker impact on smoking impulse than Juul. Therefore, in terms of helping such dual users and general smokers, IQOS May not be as helpful as Juul."

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