Reading Time: 2 minutesWe haven’t done a heated tobacco news roundup for quite some time, so let’s take a look at what has been happening recently in the world of heated tobacco. Plus, we have some great news relating to our own website and the products we sell.
IQOS sales volume officially overtakes Marlboro cigarettes
In a bit of news that might shock traditional smokers (but doesn’t surprise us in the slightest), Philip Morris International recently released data showing that IQOS sales volume has officially overtaken Marlboro in several major markets where both are sold.
For decades, Marlboro has been the undisputed king of commercial cigarettes. The fact that a smoke-free alternative is now outpacing the biggest cigarette brand in the world shows exactly where things are heading. Globally, smoke-free products now make up over 40% of PMI’s total net revenues.
We know from the sheer volume of heated tobacco products we ship out every single week that people are moving away from combustion and ash. It’s great to see this trend being confirmed on a global scale.
IQOS ILUMA i wins UK Heated Tobacco Product of the Year
On the hardware side of things, the momentum isn’t slowing down either. The recently launched IQOS ILUMA i has just been voted the UK Product of the Year 2026 in the Heated Tobacco category.
What makes this award notable is that it isn’t decided by a closed industry panel behind closed doors. It is a consumer-voted verdict based on a huge survey of over 8,000 UK shoppers conducted by Kantar.
The new ILUMA i range—which includes the standard ILUMA i and the pocket-friendly ILUMA i One—has completely won over the market due to its advanced smart features. The blade-free SMARTCORE INDUCTION SYSTEM™ means absolutely zero tobacco residue and zero cleaning required, which was always the biggest annoyance with older devices.
If you haven’t upgraded your kit yet, we have the brand new IQOS ILUMA i available right here in our store for £59, which includes 2 packs of TEREA sticks to get you started. If you prefer a compact, all-in-one device, the ILUMA i One is also ready to ship for just £15.
The rise of value blends: DELIA sticks gaining ground
While premium hardware is leading the charge, the way people are buying their tobacco sticks is changing a little bit too. Over the spring, we’ve seen a massive surge in popularity for the IQOS DELIA range.
Designed exclusively for the ILUMA’s blade-free induction system, DELIA offers a fantastic alternative for anyone looking to manage their monthly spending without losing that authentic tobacco throat hit. Coming in at just £5.95 per pack (compared to £6.85 for standard TEREA), DELIA has quickly become a go-to for daily users wanting maximum value.
We are fully stocked across the entire DELIA lineup—including the popular Red and Dark Green options—making it easier than ever to bring down the cost of your daily routine.
TEREA Pearl blends see surging UK demand
For those sticking with the premium lane, the capsule market is where all the excitement is right now. Specifically, the TEREA Pearl range—capsule-based sticks that allow you to click and change the flavor profile mid-session—has seen a massive surge in popularity this season.
We are fully stocked across all six TEREA Pearl variants, alongside your classic tobacco favorites like Amber, Sienna, and Yellow.
That is the end of our news update for Spring 2026, we hope you enjoyed reading it! Have you made the switch to the new ILUMA i yet? Let us know in the comments below.
