Smokers crave authenticity—a first-to-market technology brings them closer to the original, redefining reduced-risk alternatives with a new category
For the bulk of smokers—those who want to keep smoking but are amenable to risk-reduced products—the options on offer have never met expectations. HTP has improved, but it remains bound by technology in ways that don’t help it to provide the sensory experience that most smokers would like. Vaping works best for non-smokers and ex-smokers: its nicotine delivery is different from smoking and does not feel like smoking.
This editorial explores the two distinct smoker groups shaping the market, the limitations of current alternatives, and how SameTaste’s technology is poised to redefine smoking for both consumers and the industry at large.
Two Types of Smokers, One Market Gap
The tobacco market falls into two distinct streams of smokers. The former accounts for roughly 65% of all smokers worldwide who remain intent on continuing smoking but are receptive to an alternative that, if an alternative is going to be as satisfying, needs to be identical to the entire experience of a conventional cigarette. For them, authenticity goes from sense involvement to ritual.
The second category is the group of people who have transitioned away from smoking. They may have transitioned into vapes or quit tobacco altogether. This segment likes health-conscious, flavor-focused products that are away from the traditional smoking experience. However, most alternatives are geared toward this latter group, leaving millions of smokers who want an authentic alternative unsatisfied.
The Promise and Pitfalls of HTP
Heated tobacco products have been hailed as a breakthrough for smokers looking for reduced-risk alternatives. Philip Morris International’s IQOS has been particularly successful, especially in Japan. There, pro-business regulations and a cultural aversion to high-tar products have made the product attractive, with HTP said to account for as much as 40% of the market.
However, when applied beyond these niche settings, the HTP cannot enjoy that type of adoption. Europeans and Americans who are smokers only want a tougher, much more authentic smoking experience; the Heat-No-Burn devices cannot grant. A problem lies within the underlying technology. By heating tobacco to a capped temperature of 375°C, HTP avoids combustion but also limits the sensory satisfaction it can provide—offering only about 60% of the experience of a traditional cigarette. For many smokers, this compromise is too great to accept.
SameTaste: Creating a New Category in Smoking Alternatives
SameTaste writes new rules for tobacco alternatives with patented vacuum-jet aerosol capture technology more than HTP, going into a completely new category. Activating natural tobacco material at temperatures below 180°C, it delivers an experience that captures up to 90% of the sensory and flavor satisfaction of combustible cigarettes. This will be a remarkable leap of authenticity and usability in line with what the market gives to smokers.
Unlike HTP devices, SameTaste is not confined because of the dependence on high heat and complex maintenance. It presents an effortless and user-friendly approach. Smokers who have experienced the legendary blends like Marlboro will be amazed at the similarity of the flavor profile to that of the original. Hence, the gap between reduced-risk products and the full smoking experience is bridged by SameTaste. With streamlined design and low regulatory hurdles, same taste has become an attractive business proposition for tobacco companies looking out for innovation in a competitive landscape.
Meeting the Moment
There are over a billion smokers worldwide, and 100 million of them have switched to alternatives already. However, there is a massive and relentless demand for these reduced-risk products that will appeal to smokers, which the current product landscape more often than not fails to meet the expectations of its largest consumer segment: individuals who want an authentic smoking experience without the health risk of combustible cigarettes.
SameTaste meets that unmet need immediately and sets a new bar for reduced-risk products. The technology is not about imitation of smoking but transcending it. Long overdue for smokers, this is not a compromise, while for the tobacco industry, it’s an opportunity to redefine the market offering something that fills a much-needed gap and opens doors for further opportunities in highly regulated and competitive space.
