As most of 2021 was affected by COVID-19, sales of heated tobacco continued to rise due to the home seclusion trend, as some smokers shifted from cigarettes to heated tobacco to smoke at home. Being smokeless, heated tobacco is favoured by those who want to avoid smoke contaminating their homes.
In Japan, sales of e-vapour products are considerably lower than heated tobacco products, because of the ban on selling e-liquids containing nicotine by law. Thus, e-vapour products sold in Japan do not contain nicotine, and the main users of these products are those who want to quit smoking and use e-vapour products as an alternative option to nicotine-containing products.
Although sales of Swedish-style snus are still small, it is gradually gaining attention amongst Japanese consumers. The new indoor smoking ban that came into force in April 2020 has accelerated the social pressure against smoking.
Although the rate of increase is expected to slow down compared with the review period, heated tobacco is expected to see steady growth in the forecast period. COVID-19 will remain a problem in Japan, as globally, at least in the early forecast period.
E-vapour products is expected to remain a niche compared with heated tobacco in Japan. As the use of nicotine is regulated for e-liquids by law, the main users of e-vapour products will remain those who want to stop consuming nicotine-containing products.
Swedish-style snus is expected to continue growing over the forecast period as an alternative tobacco option, especially when faced with limited opportunities to smoke and growing smoking restrictions. For example, the strengthened indoor smoking ban, which came into force in April 2020, limits the use of cigarettes and heated tobacco.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Smokeless Tobacco, E-Vapour Products and Heated Tobacco
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.
See All of Our DefinitionsThis report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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