Heated tobacco explained: a UK guide for 2026

Heated tobacco sits between smoking and vaping. The tobacco is real, the temperature is lower, and the result is an aerosol that carries nicotine without combustion. If you've heard the term but aren't sure how it differs from a vape, or which devices are actually on sale in the UK right now, this guide will get you up to speed.

We'll cover what heated tobacco is, how it compares to vaping and cigarettes, the three brands worth knowing about, and a few things buyers tend to get caught out by, including the fact that one of the most popular sticks in the UK was discontinued in 2025.

What heated tobacco is, and what it isn't

A heated tobacco product (HTP), sometimes called "heat-not-burn", warms processed tobacco rather than burning it. The temperature sits around 350°C, well below the 800°C+ a cigarette reaches. At that lower heat, the tobacco releases nicotine and flavour as an aerosol, not as smoke.

That distinction matters. Cigarette smoke is the result of combustion, which produces tar and most of the harmful compounds linked to smoking-related disease. Heated tobacco still involves real tobacco leaf, but skipping the combustion step changes what you're inhaling.

It also isn't vaping. Vapes use e-liquid: a mix of propylene glycol, vegetable glycerine, flavourings, and usually nicotine. There's no actual tobacco in a vape. Heated tobacco is closer to a cigarette in what you're inhaling, but uses a different delivery method.

Heated tobacco vs vaping vs smoking

Three categories that get mixed up constantly:

Category	What's in it	Method	Typical UK cost
Smoking	Real tobacco	Combustion (~800°C)	£14–16 per 20 cigarettes
Heated tobacco	Real tobacco	Heat-not-burn (~350°C)	£6–7 per 20 sticks
Vaping	E-liquid (no tobacco)	Vaporisation (~150–250°C)	£3–5 per 10ml

Cost is one of the bigger reasons UK adults switch from cigarettes to heated tobacco. A pack of TEREA sticks covers the same number of uses as a pack of 20 cigarettes for less than half the price.

The throat hit and ritual feel closer to a cigarette than a vape does, which is why heated tobacco appeals to long-term smokers who haven't got on with vaping.

Is heated tobacco safer than smoking?

Carefully worded: the evidence so far suggests it's lower-risk than smoking, but it's not risk-free, and the long-term picture is still being built.

The clearest UK position came from Public Health England's 2018 evidence review, which described heat-not-burn products as lower in toxicants than cigarettes. Philip Morris's own clinical data, which the FDA scrutinised before authorising IQOS in the US in 2020 as a "modified risk tobacco product", showed reductions in many of the harmful chemicals associated with smoking.

That doesn't mean heated tobacco is safe in absolute terms. Cancer Research UK's position is straightforward: stopping smoking entirely is by far the best move for your health. The NHS's main cessation routes still focus on nicotine replacement therapy and licensed stop-smoking medications, with vaping as a recognised tool.

If you're a smoker who hasn't managed to quit and isn't getting on with vapes, heated tobacco may reduce your exposure to the worst of cigarette smoke. If you don't smoke, don't start using heated tobacco either.

Heated tobacco brands in the UK

Three brands you'll see on UK shelves. Two of them are worth your time.

IQOS (Philip Morris International) is the dominant heated tobacco brand globally and in the UK. The current range is the ILUMA family, which uses TEREA sticks. The older Originals and Duo devices used HEETS, and both the devices and the HEETS sticks have been discontinued, so if you're starting from scratch in 2026 you're looking at ILUMA only. A new device, the ILUMA i ONE, is rolling out shortly. Sign up on the IQOS collection page if you want a restock alert.

Ploom (Japan Tobacco International) sells the Ploom X Advanced in the UK, paired with EVO sticks via our Ploom collection. A solid alternative to IQOS at a slightly lower price point, with simpler operation. If IQOS feels overcomplicated, Ploom is worth a look.

Glo (British American Tobacco) has a smaller UK presence than the other two. Available, but the device range and stick variety are narrower.

For most UK switchers, the realistic choice is between IQOS (more options, more flavours, larger accessory range) and Ploom (cheaper to run, easier to use).

Heated tobacco sticks and refills

Each device family takes specific sticks. They're not cross-compatible.

• TEREA for the IQOS ILUMA family. Wide flavour range from bold tobacco notes (Amber, Russet) through to menthol (Yellow, Mauve Wave). All flavours in stock at our TEREA collection from £6.95 a pack, or 10 packs for £66.
• HEETS discontinued in 2025. Used the older IQOS Originals/Duo devices, which are also gone. If you used HEETS, our switch to TEREA guide maps the closest flavour matches.
• EVO sticks for the Ploom X family. Smaller flavour range than TEREA but well-priced.
• Neo sticks for Glo devices.

The compatibility rule isn't optional. Pushing a TEREA into a Ploom, or vice versa, won't work and risks damaging the device.

How to choose a heated tobacco device

If you're picking one for the first time, the decision usually comes down to three things:

1. Refill availability. TEREA has the widest selection by a margin. EVO is solid but narrower. Neo is the most limited.
2. Price per pack. Ploom EVO undercuts TEREA by around £1 a pack. Over a year that adds up if you're a heavy user.
3. Device feel. IQOS ILUMA leans premium. Ploom X is more utilitarian. Try both if you can.

The honest take: most people end up with IQOS ILUMA because the refill range is the deciding factor. Ploom is a sensible alternative if you've tried IQOS and it didn't suit you. For a closer look at the current ILUMA, see our IQOS ILUMA review.

UK regulations and where to buy

Heated tobacco is legal in the UK and regulated under the same Tobacco Products Directive (TPD) framework as cigarettes. That means age verification at point of sale (18+), restrictions on advertising, and standardised packaging requirements.

Buying from a UK-based, age-verified retailer matters. Devices and sticks bought through unofficial channels can be counterfeit, mislabelled, or non-compliant. Fake TEREA shows up regularly on grey-market sites, so it's worth sticking to a regulated UK seller.

Browse our full heated tobacco range →

Frequently asked questions

Is heated tobacco worse than cigarettes?

The evidence to date suggests heated tobacco exposes users to fewer harmful chemicals than smoking, with Public Health England's 2018 review and FDA modified-risk authorisation both noting reductions in toxicants. It isn't risk-free, and stopping smoking entirely remains the clearest health win.

What is the point of heated tobacco?

It's positioned as a lower-risk alternative for adult smokers who want the feel of a cigarette without combustion. The throat hit, nicotine delivery, and ritual are closer to smoking than vaping is. People who haven't got on with vapes often switch to heated tobacco for that reason.

Is heated tobacco the same as vaping?

No. Vaping uses e-liquid (no tobacco). Heated tobacco uses real tobacco that's heated rather than burned. Different products, different sensations.

Is heated tobacco legal in the UK?

Yes. Sales are regulated under the TPD framework. You must be 18 or over to buy, and only licensed retailers can stock the products.

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By Taz Mahmood. Originally published 30 January 2023. Last updated 29 April 2026.

Sources: Public Health England (2018) evidence review; Cancer Research UK position on tobacco; FDA modified-risk tobacco product authorisation (IQOS, 2020); World Health Organization tobacco fact sheet.