Tobacco Harm Reduction Engagement Survey
In 2025, Altria commissioned Illuminate Research to conduct a nationwide survey among key stakeholders, including general population adults, tobacco and nicotine consumers, and health care providers, to measure attitudes and opinions toward the public health strategy of tobacco harm reduction and the regulatory reforms needed to advance it.
Most U.S. adults 21+ surveyed feel it’s particularly urgent for the FDA to educate stakeholders with accurate and truthful information about the role of nicotine, the lower relative risk of smoke-free nicotine products, and the benefits of switching completely to them.
88% of health care providers
81% of smoke-free product only consumers
80% of general population of adults
73% of cigarette-only consumers