Japan Tobacco Inc in Tobacco

April 2023

Japan Tobacco Inc is the world’s third largest international tobacco company, which holds its strongest position in its sharply declining domestic Japanese market. It has substantial shares in the Eastern and Western Europe regions that are also experiencing cigarette volume contraction. In order to offset cigarette sales declines, the company is prioritising investments within heated tobacco and aims to achieve heated tobacco sales to represent 15-20% of the company’s tobacco revenues by 2027.

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This report comes in PPT.


Euromonitor International's report on Japan Tobacco Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Tobacco market and the global economy. Company and market share data provide a detailed look at the financial position of Japan Tobacco Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Japan Tobacco Inc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Japan Tobacco Inc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Tobacco research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the report
Executive summary
Top companies at a glance
JT’s restructure to accelerate growth (1)
JT’s restructure to accelerate growth (2)
Japan Tobacco’s global footprint
International tobacco business drives revenue growth in 2021
Leading cigarette markets experiencing declines
Fine cut tobacco set to benefit from trading-down
Recovery in pipe tobacco sales favoured by the lift of COVID-19 restrictions
Shift to smoke-free alternatives gaining momentum
Heated tobacco extends beyond dynamic growth rates
Japan testing ground for success of heated tobacco
E-vapour products category classified as exploratory in the latest strategy review
War in Ukraine devastating Russian market
Pandemic and nicotine use (1)
Pandemic and nicotine use (2)
High inflation threatens tobacco margins
Heated tobacco and nicotine pouches showing great potential
Middle East and Africa to sustain growth in cigarettes
Japan: Market heavily impacted by migration towards next-generation tobacco products
US: E-vapour developments threatened by stricter regulations
US market best positioned for heated tobacco development
Turkish demand sustains growth within combustible tobacco
UK: Structural volume sales decline accelerated by stricter legislation
UK: Novel tobacco products’ prospects boosted by public support
Germany: Market contraction worsened by inflationary pressures
Spain clearly benefits from the return of international tourism
Italian market best positioned for heated tobacco development
France: High taxation on cigarettes boosts trading-down
Asia Pacific to maintain growth
Western and Eastern Europe remain top regions for Japan Tobacco in heated tobacco
US remains a key e-vapour products market for Japan Tobacco
Inflation pressures drive growth in fine cut tobacco
Rapid US expansion to fuel nicotine pouches growth but regulatory outlook unclear
Sustainability: Cigarette butt littering in the spotlight
Recycling schemes for e-vapour products and heated tobacco come next
Illicit trade remains one of the main threats for Japan Tobacco in cigarettes
Japan Tobacco reduces the share gap with BAT and PMI over 2018-2021
Asia Pacific and developed Western European markets remain well positioned
Diverse portfolio of international and local brands benefit positioning
Close competition with British American Tobacco continues
Japan Tobacco concentrates efforts in a few e-vapour markets
Japan Tobacco remains a distant third in heated tobacco
Cigarettes: Russia and Japan report large declines in combustible cigarettes
Cigarettes: Geographic expansion partly offsets declines in key markets
Cigars and cigarillos in Japan set to decline over 2021-2026
Cigarillos driving growth as price fighter alternative
Further expansion in heated tobacco sales projected for 2021-2026
Japan Tobacco concentrates efforts on fewer e-vapour markets to grow
Key findings


Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.

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