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Country Report

Tobacco in

Tobacco in Japan

45 pages, Jul 2018

US$2,100

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Executive Summary

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Heated tobacco shows potential future of the tobacco industry

The Japanese tobacco market witnessed ongoing contraction in 2017. However, heated tobacco proved to be a bright spot in terms of growth, maintaining its dynamic expansion as it benefited from smokers migrating from cigarettes to a category that it is perceived to be less harmful to health than other areas of tobacco.

Pressure to shift focus within tobacco products

Heated tobacco is set to reshape demand in the Japanese tobacco market and have a particularly prominent impact in terms of value, especially as consumers upgrade their devices. As a result, Japan Tobacco’s sluggishness in developing its presence in heated tobacco threatens to undermine its dominant status in the tobacco market as a whole, which is founded on its strength in the large but contracting cigarettes category.

Intensified competition in heated tobacco development

The top three players remained dominant in the Japanese tobacco market in 2017, though the year saw a notable intensification of competition between them in the heated tobacco category. Indeed, the last year of the review period represented a key moment in the development of the competitive landscape in heated tobacco, as British American Tobacco took glo nationwide to compete on more level terms with Philip Morris’s market-leading IQOS, and Japan Tobacco began distributing its Ploom Tech products in Tokyo prefecture, with plans to extend its distribution nationwide by September 2018.

Convenience stores continued to take its lead as a distribution channel

Convenience stores continued to dominate distribution of cigarettes in Japan in 2017, as busy consumers appreciated being able to pick up products, along with other purchases, at convenient locations in the course of their hectic everyday lives. However, no other tobacco category has managed to establish a significant presence in outlets such as convenience stores and supermarkets, and tobacco specialists remained the primary distribution channel in cigars and cigarillos, smoking tobacco, and smokeless tobacco and vapour products at the end of the review period.

Heated tobacco to remain a key category in the forecast period

The Japanese tobacco market is expected to continue to see significant decline in both volume and constant value terms over the forecast period. Increasing consumer health-consciousness, rising taxation and increasingly strict legislative restrictions, bolstered by preparations for the 2020 Olympics in Tokyo, are all set to drive down sales in the dominant category, cigarettes.

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Tobacco Sample Report Tobacco Sample Data

Overview

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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.

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Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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

When you purchase this report, you also get the data and the content from these category reports in Japan for free:

The Tobacco 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 Tobacco in Japan?
What are the major brands in Japan?
Which sector of the tobacco products market is the largest by value sales in Japan?
Which sector of the tobacco products market has been growing the fastest, by volume and value, in Japan?
Which sector is the most heavily taxed in Japan?
Which companies dominate in the total tobacco market in Japan in terms of market share?
What is the distribution channel split for the tobacco products market 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, our Tobacco market research database.

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Tobacco in Japan

EXECUTIVE SUMMARY

Heated tobacco shows potential future of the tobacco industry

Pressure to shift focus within tobacco products

Intensified competition in heated tobacco development

Convenience stores continued to take its lead as a distribution channel

Heated tobacco to remain a key category in the forecast period

OPERATING ENVIRONMENT

Legislation

Legislative overview
Summary 1 Legislation Summary at a Glance

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”

Electronic cigarettes

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2012-2017

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2012-2017
Table 3 Sales of Tobacco by Category: Value 2012-2017
Table 4 Sales of Tobacco by Category: % Volume Growth 2012-2017
Table 5 Sales of Tobacco by Category: % Value Growth 2012-2017
Table 6 Forecast Sales of Tobacco by Category: Volume 2017-2022
Table 7 Forecast Sales of Tobacco by Category: Value 2017-2022
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2017-2022
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2017-2022

SOURCES

Summary 2 Research Sources

Cigarettes in Japan

HEADLINES

PROSPECTS

Consumers’ smoke-free preference threatens cigarettes

Players impose price increase

COMPETITIVE LANDSCAPE

Cigarettes, the largest tobacco category, is dominated by three players

Japan Tobacco continues to lead cigarettes in Japan

TAXATION AND PRICING

Taxation rates

Table 10 Taxation and Duty Levies 2012-2017

Average cigarette pack price breakdown

Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 11 Sales of Cigarettes: Volume 2012-2017
Table 12 Sales of Cigarettes by Category: Value 2012-2017
Table 13 Sales of Cigarettes: % Volume Growth 2012-2017
Table 14 Sales of Cigarettes by Category: % Value Growth 2012-2017
Table 15 Sales of Cigarettes by Tar Level: % Volume Breakdown 2012-2017
Table 16 Sales of Cigarettes by Price Band: % Volume Breakdown 2012-2017
Table 17 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume Breakdown 2012-2017
Table 18 Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2012-2017
Table 19 Sales of Filtered Cigarettes by Carbon vs Non-carbon: % Volume 2012-2017
Table 20 Sales of Cigarettes by Length: % Volume 2012-2017
Table 21 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2012-2017
Table 22 Sales of Cigarettes by Pack Size: % Volume 2012-2017
Table 23 NBO Company Shares of Cigarettes: % Volume 2013-2017
Table 24 LBN Brand Shares of Cigarettes: % Volume 2014-2017
Table 25 Sales of Cigarettes by Distribution Format: % Volume 2012-2017
Table 26 Production, Imports and Exports of Cigarettes: Total Volume 2012-2017
Table 27 Illicit Trade Estimate of Cigarettes: Volume 2012-2017
Table 28 Forecast Sales of Cigarettes: Volume 2017-2022
Table 29 Forecast Sales of Cigarettes by Category: Value 2017-2022
Table 30 Forecast Sales of Cigarettes: % Volume Growth 2017-2022
Table 31 Forecast Sales of Cigarettes by Category: % Value Growth 2017-2022
Table 32 Forecast Sales of Cigarettes by Tar Level: % Volume 2017-2022
Table 33 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown 2017-2022
Table 34 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume Breakdown 2017-2022
Table 35 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2017-2022
Table 36 Forecast Sales of Filtered Cigarettes by Carbon vs Non-carbon: % Volume 2017-2022
Table 37 Forecast Sales of Cigarettes by Length: % Volume 2017-2022
Table 38 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2017-2022
Table 39 Forecast Sales of Cigarettes by Pack Size: % Volume 2017-2022

Cigars, Cigarillos and Smoking Tobacco in Japan

HEADLINES

PROSPECTS

Hit brand drives growth in price fighter cigarillos

Overall trends remain unchanged

Tobacco specialists maintains its strength in cigars, cigarillos and smoking tobacco

COMPETITIVE LANDSCAPE

Little change in competitive environment

Japan Tobacco Imex retains the lead in cigarillos

CATEGORY DATA

Table 40 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2012-2017
Table 41 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2012-2017
Table 42 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2012-2017
Table 43 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2012-2017
Table 44 Sales of Cigars by Size: % Volume 2012-2017
Table 45 NBO Company Shares of Cigars and Cigarillos: % Volume 2013-2017
Table 46 LBN Brand Shares of Cigars and Cigarillos: % Volume 2014-2017
Table 47 NBO Company Shares of Cigars: % Volume 2013-2017
Table 48 LBN Brand Shares of Cigars: % Volume 2014-2017
Table 49 NBO Company Shares of Cigarillos: % Volume 2013-2017
Table 50 LBN Brand Shares of Cigarillos: % Volume 2014-2017
Table 51 NBO Company Shares of Smoking Tobacco: % Volume 2013-2017
Table 52 LBN Brand Shares of Smoking Tobacco: % Volume 2014-2017
Table 53 NBO Company Shares of Pipe Tobacco: % Volume 2013-2017
Table 54 LBN Brand Shares of Pipe Tobacco: % Volume 2014-2017
Table 55 NBO Company Shares of Fine Cut Tobacco: % Volume 2013-2017
Table 56 LBN Brand Shares of Fine Cut Tobacco: % Volume 2014-2017
Table 57 Distribution of Cigars and Cigarillos by Format: % Volume 2012-2017
Table 58 Distribution of Smoking Tobacco by Format: % Volume 2012-2017
Table 59 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2017-2022
Table 60 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2017-2022
Table 61 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2017-2022
Table 62 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2017-2022

Smokeless Tobacco and Vapour Products in Japan

HEADLINES

PROSPECTS

Heated tobacco continues to show significant growth

New plans for heated tobacco

COMPETITIVE LANDSCAPE

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

Opportunities remain in an emergent category

CATEGORY INDICATORS

Table 63 Number of Adult Vapers 2012-2017

CATEGORY DATA

Table 64 Sales of Smokeless Tobacco and Vapour Products by Category: Volume 2012-2017
Table 65 Sales of Smokeless Tobacco and Vapour Products by Category: Value 2012-2017
Table 66 Sales of Smokeless Tobacco and Vapour Products by Category: % Volume Growth 2013-2017
Table 67 Sales of Smokeless Tobacco and Vapour Products by Category: % Volume Growth 2012-2015
Table 68 Sales of Smokeless Tobacco and Vapour Products by Category: % Value Growth 2013-2017
Table 69 NBO Company Shares of Smokeless Tobacco: % Volume 2013-2017
Table 70 LBN Brand Shares of Smokeless Tobacco: % Volume 2014-2017
Table 71 NBO Company Shares of Vapour Products: % Value 2013-2017
Table 72 LBN Brand Shares of Vapour Products: % Value 2014-2017
Table 73 Distribution of Smokeless Tobacco by Format: % Volume 2012-2017
Table 74 Distribution of Vapour Products by Format: % Value 2012-2017
Table 75 Forecast Sales of Smokeless Tobacco and Vapour Products by Category: Volume 2017-2022
Table 76 Forecast Sales of Smokeless Tobacco and Vapour Products by Category: Value 2017-2022
Table 77 Forecast Sales of Smokeless Tobacco and Vapour Products by Category: % Volume Growth 2017-2022
Table 78 Forecast Sales of Smokeless Tobacco and Vapour Products by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Tobacco in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

Heated tobacco shows potential future of the tobacco industry

Pressure to shift focus within tobacco products

Intensified competition in heated tobacco development

Convenience stores continued to take its lead as a distribution channel

Heated tobacco to remain a key category in the forecast period

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tobacco in Japan

EXECUTIVE SUMMARY

Heated tobacco shows potential future of the tobacco industry

Pressure to shift focus within tobacco products

Intensified competition in heated tobacco development

Convenience stores continued to take its lead as a distribution channel

Heated tobacco to remain a key category in the forecast period

OPERATING ENVIRONMENT

Legislation

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”

Electronic cigarettes

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigarettes in Japan

HEADLINES

PROSPECTS

Consumers’ smoke-free preference threatens cigarettes

Players impose price increase

COMPETITIVE LANDSCAPE

Cigarettes, the largest tobacco category, is dominated by three players

Japan Tobacco continues to lead cigarettes in Japan

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Japan

HEADLINES

PROSPECTS

Hit brand drives growth in price fighter cigarillos

Overall trends remain unchanged

Tobacco specialists maintains its strength in cigars, cigarillos and smoking tobacco

COMPETITIVE LANDSCAPE

Little change in competitive environment

Japan Tobacco Imex retains the lead in cigarillos

CATEGORY DATA

Smokeless Tobacco and Vapour Products in Japan

HEADLINES

PROSPECTS

Heated tobacco continues to show significant growth

New plans for heated tobacco

COMPETITIVE LANDSCAPE

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

Opportunities remain in an emergent category

CATEGORY INDICATORS

CATEGORY DATA

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