“Heat-not-burn” tobacco products work by heating, rather than burning tobacco. After some of these products were introduced in test markets such as Italy and Japan, Phillip Morris International launched an aggressive expansion strategy with its iQOS (I Quit Ordinary Smoking) device. Euromonitor estimates that the market value of heat-not-burn products will double in size in Western Europe compared to Eastern Europe in relation to cigarette sales in those regions. Although the market share of heat-not-burn products are minuscule when compared with cigarettes, they are foretasted to grow.