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Market Report: Hnb and Social Media in Italy and Its Evolution in Recent Years

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  • 17 Pages
  • January 2022
  • Region: Italy
  • Tobacco Intelligence
  • ID: 5534292
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

Table of Contents

1 Executive summary

2 Introduction

3 Online popularity

4 Social media in Italy

5 Leading brands’ presence

6 Instagram

7 Facebook

8 Twitter

9 YouTube