Smokeless Tobacco and Vapour Products in

Country Report

Executive Summary

Jul 2018
PROSPECTS
Heated tobacco continues to show significant growth

2017 was another year of strong growth in heated tobacco as the category continued to welcome smokers migrating from cigarettes. Growing numbers of smokers are being attracted by perceptions that, being smoke-free, heated tobacco is less harmful than cigarettes, as well as the modern appeal of the gadgets involved.

New plans for heated tobacco

In response to the boom in sales, the government started to plan a new unique tax scheme for heated tobacco. In December 2017, the government announced its plan to introduce a new unique tax system for heated tobacco from October 2018 as part of the reform of the overall tobacco tax scheme.

COMPETITIVE LANDSCAPE
Philip Morris Japan KK continued to take the lead in heated tobacco, while competitors followed

Philip Morris Japan KK maintained its leading position in heated tobacco in 2017, as it continued to benefit from its early mover advantage and the number of consumers who had started to use heated tobacco products from its IQOS brand, as well as its reputation. In 2017, the company upgraded its flagship brand, IQOS, to IQOS 2.

Opportunities remain in an emergent category

Although IQOS maintained its dominant status in 2017, the device-orientated heated tobacco category requires smokers to re-purchase their devices after a certain amount of usage. Heated tobacco smokers looking to purchase replacement devices could be encouraged to switch brand, as the emergent heated tobacco category has lower levels of brand loyalty than cigarettes.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in Japan with research from Euromonitor's team of in-country analysts.

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If you're in the Smokeless Tobacco and Vapour Products industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Smokeless Tobacco and Vapour Products in Japan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Smokeless Tobacco and Vapour Products in Japan?
  • What are the major brands in Japan?
  • What are the traditional types of Smokeless Tobacco and Vapour Products are available in Japan?
  • What is the product awareness of Smokeless Tobacco and Vapour Products in Japan?
  • What innovations are present in Smokeless Tobacco and Vapour Products in Japan?
Why 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 industry report originates from Passport:

Tobacco market research database