Competitive Landscape
Japan Tobacco Inc Sustains Dominance as Mevius Drives Brand Loyalty
The cigarettes market in Japan remains highly concentrated, with Japan Tobacco Inc holding a dominant position and sustaining a market share of 63% by retail volume in 2025. Over the past five years, the share held by Japan Tobacco Inc has increased from 60% in 2020 to 63% in 2025, indicating a trend towards greater concentration rather than fragmentation.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Cigarettes industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cigarettes industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Cigarettes in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Cigarettes in Japan?
- Which are the leading brands in Cigarettes in Japan?
- How are products distributed in Cigarettes in Japan?
- Which category is the most heavily taxed in Japan?
- How is the operating environment for Cigarettes changing?
- What are the current legislative restrictions applicable to the sale of Cigarettes products in Japan?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Cigarettes in Japan - Category analysis
Key Data Insights
Cigarettes Summary
Osaka Tightens Smoking Rules and Accelerates Decline in Usage
Heated Tobacco Gains Ground as Smokers Seek Alternatives
Rising Tobacco Taxes and Workplace Bans to Accelerate Consumption Decline
Price-Sensitive Smokers to Shift to Economy Options as Taxes Rise
Japan Tobacco Inc Sustains Dominance as Mevius Drives Brand Loyalty
Convenience Stores Increase Share as Vending Declines
Taxation Rates
Average Cigarette Pack Price Breakdown
Consumer Health-Consciousness and Competitive Pressure Shape the Innovation Agenda
Mevius Strong One 100'S Demonstrates Japan Tobacco Inc's Product-Led Retention Strategy
Nicotine in Japan - Industry Overview
2025 Developments
Key Data Insights
Heated Tobacco Gains Ground as Smoking Rates Fall
Regulatory Tightening Drives Consumers to Alternative Products
Corporate Smoke-Free Policies and Rising Taxes to Accelerate Cigarette Decline
Changing Product Mix to Create New Pricing and Innovation Imperatives
Philip Morris Japan Overtakes Japan Tobacco as Consumers Switch to Heated Products
Convenience Stores Capture Cigarette Sales as Vending Declines
E-Vapour Products Drive Growth in Retail E-Commerce
Competition and Consumer Expectations Accelerate Product Development
New Device Generations and Flavour Strategies Define the Innovation Landscape
Market Share Shifts and Retail Evolution Reflect the Impact of Product Innovation
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Tar Levels
Health Warnings
Plain Packaging
Advertising and Sponsorship
Point-Of-Sale Display Bans
Smoking in Public Places
Low Ignition Propensity (Lip) Cigarette Regulation
Flavoured Tobacco Product Ban
Reduced Harm
Vapour Products
Production/Imports/Exports
Country Reports Disclaimer
The following categories and subcategories are included:
Cigarettes
-
- Fine Cut Cigarettes
Cigarettes
RETAIL SALES OF DUTY PAID CIGARETTES The definition of cigarettes for the purposes of this study is duty-paid, machine manufactured white-stick products. This does not exclude brands of cigarettes that do not use white paper but it is designed to exclude the volume of non-machine manufactured products such as bidis/beedis (India) and papirosy (Russia), and other smoking products made with tobacco but that either do not resemble cigarettes as recognised in the US or Europe, or those that are not machine manufactured. The exclusion of these products is intended to give a more accurate picture of the "true" market for cigarettes and cigars which has been distorted in official statistics and published reports because of the inclusion of hybrid products. NB Please note that due to its central importance and integration into the industry mainstream, Indonesia’s market data does include hand-rolled kreteks DUTY-FREE sales are excluded from retail sales, as are herbal cigarettes. ILLICIT TRADE CIGARETTES Not included in retail sales, but split out separately in volume terms only. Defined as non-duty paid cigarettes (includes smuggled & counterfeit/fake products combined). Legitimate cross-border sales are considered duty-paid. Sales arising from a foreign national purchasing cheaper cigarettes in bulk in a neighbouring country for personal use and exported back are attributed to the country where the purchase is made (e.g. bulk cigarette sales by British nationals in France are attributed to France).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Cigarettes research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!