Heated tobacco products witnessed another year of growth in 2021. Increasing numbers of local consumers are shifting from cigarettes to heated tobacco since the emergence of the pandemic.
The local giant KT&G experienced another notable share increase in heated tobacco products in 2021. There are three leading heated tobacco players in South Korea: Philip Morris Korea Inc, KT&G, and Rothmans Far East BV.
JT International Korea closed its heated tobacco business in 2021. Despite the positive performance of heated tobacco products in South Korea, the manufacturer’s tobacco heating device Ploom Tech continued to experience declining share.
Clinical research results suggest that heated tobacco products are less harmful compared to cigarettes. While these results have not gained the local government’s acknowledgment, many consumers are likely to already perceive heated tobacco as a healthier option.
To gain share in the increasingly competitive heated tobacco products, manufacturers are expected to make significant efforts in device marketing. The most notable aspects of promoting tobacco heating devices in South Korea are price promotion and the launch of new models.
E-vapour products in South Korea, including e-liquids, is considered a grey area. E-vapour products were not defined as tobacco before 2020, and finally recognised as such after a revision of the tax law expanding the scope of tobacco to the roots and stems.
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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 South Korea 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 Definitions
This report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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