Are Herbal HNB Products Becoming Popular in Europe?

A recent report has drawn attention to the growing popularity of herbal heated tobaccoHNB sticks in the European market.

According to overseas website tobaccoreporter, herbal HNB products are especially popular in some Eastern European countries. It mentions brands such as Anita, Leme, and Nexus, which come in a variety of flavors including chocolate, banana, coffee, and strong menthol. Using herbs or tea leaves as the base material, these products are highly aromatic and may or may not contain nicotine. They are used with standard heated tobacco devices. In addition, most herbal consumables are compatible with blade-heating systems, like the original IQOS.

This trend is tied to the fact that some European countries have begun banning flavored HNB products, a move that has helped drive the rise of the herbal alternatives market.

At present, these products are especially popular in the Czech Republic, Germany, Hungary, Poland, and the UK. In all of these countries except the Czech Republic, nicotine-free consumables are more common than nicotine-containing ones. Hungary also has the largest number of such products among European countries. These herbal sticks are sold in tobacco shops, vape stores, supermarkets, and convenience stores, and are also available through online channels such as online marketplaces, social media sites, and the brands’ own online stores. Industry sources expect sales of herbal consumables in Europe to continue growing after the EU ban on flavored heated tobacco products takes effect.

It is also worth watching whether EU regulations may be adjusted, and whether herbal products will be included remains an important question.