Department of Economics, University of Huelva, Huelva, Spain.
Quantitative Methods for Economics and Business, Universidad Internacional de La Rioja, Logroño, Spain.
Gac Sanit. 2022 Jul-Aug;36(4):293-300. doi: 10.1016/j.gaceta.2021.12.007. Epub 2022 Feb 23.
Philip Morris International, has already introduced its heated tobacco product, IQOS, in many countries and marketed it on the grounds that it is a less harmful alternative to health. The company claims that its intention is for its brand's traditional cigarette smokers to replace these with IQOS has rarely been independently tested.
Using time series data from September 2016 to June 2020, we analyze whether Heets sales have been accompanied by an improvement in the position of Philip Morris International in the market or if they have merely replaced lost sales of the rest of the brands sold by that tobacco company.
Sales of traditional cigarettes of all the brands marketed by PMI have been replaced by IQOS since the introduction of this heated tobacco product in Spain. Almost all of the variations observed in IQOS sales are due to the positioning of this product as a substitute for the range of traditional cigarettes marketed by Philip Morris International.
As there is still no consensus that HTPs are explicitly less harmful to health, health authorities must control messages suggesting improved health outcomes thanks to HTP usage when compared to traditional cigarettes. Such messages could generate a false sense of security and lead to an increase in the consumption of tobacco. In Spain Heets in a category that has a lower tax burden than the category of traditional cigarettes. Tax authorities must consider this migration and the impact this may have on tax collection.
菲利普莫里斯国际公司（Philip Morris International）已经在许多国家推出了其加热烟草产品 IQOS，并以其对健康危害较小为卖点进行营销。该公司声称，其目的是让其品牌的传统卷烟吸烟者用 IQOS 来替代传统卷烟，但这一说法很少得到独立测试。
我们使用了 2016 年 9 月至 2020 年 6 月的时间序列数据，分析了 Heets 的销售是否伴随着菲利普莫里斯国际公司在市场上地位的提高，或者仅仅是替代了该烟草公司销售的其他品牌的销售损失。
自这款加热烟草产品在西班牙推出以来，菲利普莫里斯国际公司销售的所有品牌的传统卷烟销量都被 IQOS 所取代。IQOS 销售中观察到的几乎所有变化都归因于该产品作为菲利普莫里斯国际公司销售的传统卷烟系列的替代品的定位。
由于目前仍没有共识认为 HTP 明显对健康危害更小，因此，当与传统卷烟相比，健康当局必须控制使用 HTP 可带来改善健康结果的信息。这些信息可能会产生一种虚假的安全感，并导致烟草消费的增加。在西班牙，Heets 属于比传统卷烟税收负担更低的类别。税务当局必须考虑这种迁移以及这可能对税收征收产生的影响。
