In June 2024, Dr. Hong presented at the Next Generation Nicotine Delivery USA conference where he discussed the harm reduction opportunity in the U.S. for the heated tobacco product, Ploom®. During his presentation, Dr. Hong shared scientific evidence showing how the Ploom system offers adults who smoke another option in the pursuit of tobacco harm reduction.
In a survey of over 4,000 adult who smoke, results showed that 53% expressed interest in switching to smoke-free, reduced risk products, while 47% were less open to the idea. However, for those less open to switching, the Ploom system is seen as an opportunity to help adults who smoke start their harm reduction journey.
Dr. Hong shared data from the market in Japan that demonstrated the potential for tobacco harm reduction of heated tobacco products. In fact, there has been a 52% decrease in cigarette sales volume following the introduction of heated tobacco products in Japan. While the Japanese market differs from the U.S. due to the absence of e-vapor products, this data suggests that heated tobacco products like Ploom can be a viable choice for adults who smoke in the U.S.
Dr. Hong highlighted research showing reductions levels of harmful and potentially harmful constituents in Ploom aerosol compared to combustible cigarettes.
Dr. Hong also discussed a pilot clinical study involving approximately 50 adult smokers, where we assessed the nicotine delivery and subjective effects of the Ploom system compared to a comparator heated tobacco product and their usual brand cigarettes. The results showed that the Ploom system had similar nicotine delivery profiles to comparators and usual brand cigarettes, with rapid uptake and subsequent elimination, but at lower peak nicotine concentrations.
In the same study we assessed subjective effects after using the Ploom system and comparators. Our participants reported higher subjective ratings for their usual brand cigarettes followed by Ploom system in both questionnaires. Dr. Hong said it was encouraging that these results come from adult smokers who had no prior experience with heated tobacco products. The Ploom system effectively suppressed their urge to smoke and provided a pleasant and satisfying experience similar to comparator heated tobacco products, indicating the potential of Ploom as an alternative to cigarettes.
As relates to youth use in countries where heated tobacco products are available, the most recent peer-reviewed data indicates that youth uptake is very low, with use rates ranging from 0.3% to 2.7%.
Based on the scientific evidence, Dr. Hong told the audience we believe the Ploom system will provide U.S. adult who smoke with an additional choice in their pursuit of tobacco harm reduction. We are encouraged by the research to date and will use it in the coming months to prepare for PMTA and MRTPA submissions to the FDA.
View Dr. Hong’s presentation Ploom® System: The Harm Reduction Opportunity for Heated Tobacco.
