Awareness and Use of 'Heat-not-burn' Tobacco Products in Great Britain

Objective: 'Heat-not-burn' tobacco products have recently come onto the market in several countries; existing research has been conducted mostly by the manufacturers. We aimed to estimate awareness and use in Great Britain. Methods: Data were derived from a national online survey of adults conducted in February-March 2017 (N = 12,696), weighted to be representative of the adult population in Great Britain. Awareness and use of heat-not-burn products were assessed using 2 question versions; combined figures were assessed by respondent characteristics using chi-square tests of independence and Cramer's V. Results: Combining the 2 question versions, 9.3% (95% CI: 8.8-9.8) reported awareness; this included 0.9% (95% CI: 0.8-1.1) who had tried or used the products in the past and 0.8% currently using (95% CI: 0.7-1.0). Use of heat-not-burn tobacco products differed (p <= .001) with age, sex, socioeconomic status, smoking, and e-cigarette use; however, the only association with at least a small effect was e-cigarette users reporting higher prevalence than non-users [chi(2)(9) = 674.1, p < .001; V = 0.133]. Conclusions: About 9% of adults in this national Great Britain survey reported being aware of heat-not-burn products, but less than 2% had ever tried them.