Italy is one of the biggest markets for heated tobacco - also known as heat-not-burn (HnB) - where the category takes 15% of the total national tobacco market volume. According to the publisher’s database, this makes it fifth in terms of the highest heated tobacco market share.
The market is dominated by Iqos - launched by Phillip Morris International (PMI) in 2014 - and Glo - launched by British American Tobacco (BAT) in 2018; however, other compatible products have started to enter the market in recent years.
This report examines the activity around two heated tobacco brands - Iqos and Glo - on the most important social networks in Italy, as well as opinions expressed online by Italian users about the brands
The market is dominated by Iqos - launched by Phillip Morris International (PMI) in 2014 - and Glo - launched by British American Tobacco (BAT) in 2018; however, other compatible products have started to enter the market in recent years.
This report examines the activity around two heated tobacco brands - Iqos and Glo - on the most important social networks in Italy, as well as opinions expressed online by Italian users about the brands
Table of Contents
1 Executive summary2 Introduction
3 Online popularity
4 Social media in Italy
5 Leading brands’ presence
6 Instagram
7 Facebook
8 Twitter
9 YouTube
Methodology
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