JTI’s latest research on smoking habits and the role of etiquette

Main trends in nicotine product use 

According to the results of the research, nearly half of the Hungarian adult population uses some kind of nicotine product, which clearly shows that nicotine consumption is still widely present in everyday life. The use is mainly characteristic of younger age groups and lower-educated groups, meaning that the prevalence of various nicotine products is highest in these social strata. Nearly a third of the population consumes traditional cigarettes, and the majority of cigarette smokers are regular users, which further strengthens the dominance of classic tobacco products. At the same time, more than half of cigarette users are open to trying alternative – legally available in our country – heated, tobacco-free, nicotine-containing solutions. In this category, there is greater interest in flavored versions, especially the licensed ones, which indicates a slow shift in consumer preferences.

According to the research, the use of nicotine-containing heating technologies is still low, but their awareness is higher and more than half of 18-29 year olds have tried them at least once.  

Flavor preferences and technological expectations 

The use of legally available flavored nicotine solutions is moderate, typicallyassociated with casual and social situations. The most popular flavors are the mint and fruity variants.

According to the research, the purity and naturalness of the taste is what matters most to consumers. The vast majority of those surveyed, 88%, consider it important to some extent that technology contributes to the quality of the taste experience. In addition, 60% of the population is open to innovation and appreciates digital features, especially among men, those with higher education and those using alternative technologies. 

Etiquette, social norms and public use 

Cultivated and respectful communication remains a strong social expectation in Hungary, but many people perceive communication online asconflict-filled and more disrespectfulthan in person. 

The respondents consider the use of traditional cigarettes to be particularly disturbing, while those using heated technology are somewhat more acceptable, although many believe that their users do not always follow the rules of etiquette. 67% of respondents would consider it impolite if someone used such a device during a work meeting, even if the meeting was online. Women, people aged 50-59, non-smokers and those who generally reject nicotine products are particularly sensitive to public use.