Rapid fall in cigarette sales associated with the rise of HTP sales in Japan: from Burning Issues: The Global State of Tobacco Harm Reduction , HTPs are being introduced in markets around the world, and since October 2019, they have been sold in at least 49 countries. They are not as globally popular as the e-cigarette, which has an estimated global user count of 20 million. , the IQOS is the most popular product, and was authorised for marketing by the FDA in the US on 30 April 2019. , the industry has been rapidly introducing new<unk> s. HTPs were first sold in Japan, and several brands have been marketed there since 2014. Since the introduction of HTP in Japan there has been a 32% drop in the sale of tobacco cigarettes. The share of the market in South Korea for<unk> s has surged at least five-fold during the last two years leading up to 2019. As of early 2018, these products are not sold in France. Tobacco industry leaders predicted that HTPs may displace traditional cigarette smoking and, by extension, tobacco control strategies typically framed around cigarettes. Since the introduction of PMI's IQOS brand in select Japanese cities in November 2014, web searches in Japan for "heat-not-burn products" (a marketing name for HTPs) increased substantially; average monthly searches rose 1,426% (95% CI: 746–3,574) during 2015–2016, and they continued to grow an additional 100% (95% CI: 60–173) between 2016 and 2017; in practical terms, there are now between 5.9 and 7.5 million heat-not-burn related Google searches in Japan each month based on the latest search estimates for September 2017. Moreover, forecasts relying on the historical trend suggest heat-not-burn searches would increase an additional 32% (95%CI: -4 to 79) during 2018, compared to current estimates for 2017 (January–September), with further growth expected. Queries for heat-not-burn in Japan occur more frequently than queries for e-cigarettes in the United States, with the Japanese heat-not-burn queries first eclipsing e-cigarette queries in April 2016. Further, the change in average monthly queries for heat-not-burn in Japan between 2015 and 2017 was 399 (95% CI: 184–1,490) times larger than the change in average monthly queries for e-cigarettes in the United States over the same time period, increasing by 2,956% (95% CI: 1,729–7,304) compared to only 7% (95% CI: 3–13), which indicate that interest in heat-not-burn may outpace interest in e-cigarettes in the future. File:Google searches for heat-not-burn tobacco outpace past rise of electronic cigarettes.alt=Google searches for heat-not-burn tobacco<unk>  tobacco) outpace rise of electronic cigarettes. The above figure shows the Relative Search Volume (scaled from 0–100 and adjusted for number of total Google search volumes per month in Japan and the USA) for heat-not-burn and e-cigarette products.|Google searches for heat-not-burn tobacco<unk>  tobacco) outpace rise of electronic cigarettes. The above figure shows the Relative Search Volume (scaled from 0–100 and adjusted for number of total Google search volumes per month in Japan and the USA) for heat-not-burn and e-cigarette products. HTP demand presents a host of tobacco control challenges similar to e-cigarettes and new challenges specific to these products. They have been advertised as reduced-risk tobacco products in their Japanese test market.
Heated tobacco product
Modified risk tobacco product
Smokeless tobacco
Tobacco smoke
Dissolvable tobacco
Ultra-processed food
Herbal smokeless tobacco
Chewing tobacco