Tobacco in Japan

June 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Tobacco industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Cigarettes
  • Cigars, Cigarillos and Smoking Tobacco
  • Smokeless Tobacco, E-Vapour Products and Heated Tobacco

If you're in the Tobacco industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tobacco in Japan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Tobacco in Japan?
  • Which are the leading brands in Tobacco in Japan?
  • How are products distributed in Tobacco in Japan?
  • Which category is the most heavily taxed in Japan?
  • How is the operating environment for Tobacco changing?
  • What are the current legislative restrictions applicable to the sale of Tobacco products in Japan?
  • How has COVID-19 impacted demand?
  • How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Tobacco in Japan

Tobacco in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for tobacco?
Legislation
Legislative overview
Summary 1 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Point-of-sale display bans
Flavoured tobacco product ban
Vapour products

PRODUCTION/IMPORTS/EXPORTS

Table 1 Number of Adult Smokers by Gender 2017-2022
Table 2 Sales of Tobacco by Category: Volume 2017-2022
Table 3 Sales of Tobacco by Category: Value 2017-2022
Table 4 Sales of Tobacco by Category: % Volume Growth 2017-2022
Table 5 Sales of Tobacco by Category: % Value Growth 2017-2022
Table 6 Forecast Sales of Tobacco by Category: Volume 2022-2027
Table 7 Forecast Sales of Tobacco by Category: Value 2022-2027
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2022-2027
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 2 Research Sources

Cigarettes in Japan

KEY DATA FINDINGS

Unchanged selling prices help minimise the decline in sales of cigarettes
Cigarettes wins consumers back from cigarillos after tax harmonisation
Economy-priced cigarettes sees a strong share increase
Cigarette taxes likely to be increased further to finance defence budget
Economy cigarettes will remain popular, especially due to inflation
Reopening of smoking areas hoped to ease friction between non-smokers and smokers
Taxation rates
Table 10 Taxation and Duty Levies 2017-2022
Average cigarette pack price breakdown
Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples
Table 11 Sales of Cigarettes: Volume 2017-2022
Table 12 Sales of Cigarettes by Category: Value 2017-2022
Table 13 Sales of Cigarettes: % Volume Growth 2017-2022
Table 14 Sales of Cigarettes by Category: % Value Growth 2017-2022
Table 15 Sales of Cigarettes by Blend: % Volume 2017-2022
Table 16 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2017-2022
Table 17 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2017-2022
Table 18 Sales of Cigarettes by Pack Size: % Volume 2017-2022
Table 19 Sales of Cigarettes by Price Band: % Volume 2017-2022
Table 20 NBO Company Shares of Cigarettes: % Volume 2018-2022
Table 21 LBN Brand Shares of Cigarettes: % Volume 2019-2022
Table 22 Sales of Cigarettes by Distribution Format: % Volume 2017-2022
Table 23 Illicit Trade Estimate of Cigarettes: Volume 2017-2022
Table 24 Forecast Sales of Cigarettes: Volume 2022-2027
Table 25 Forecast Sales of Cigarettes by Category: Value 2022-2027
Table 26 Forecast Sales of Cigarettes: % Volume Growth 2022-2027
Table 27 Forecast Sales of Cigarettes by Category: % Value Growth 2022-2027
Table 28 Forecast Sales of Cigarettes by Blend: % Volume 2022-2027
Table 29 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2022-2027
Table 30 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2022-2027
Table 31 Forecast Sales of Cigarettes by Pack Size: % Volume 2022-2027
Table 32 Forecast Sales of Cigarettes by Price Band: % Volume 2022-2027

Cigars, Cigarillos and Smoking Tobacco in Japan

KEY DATA FINDINGS

Volume sales of cigarillos in 2022 halve compared with the previous year
Cigar imports fail to improve in 2022
Fine cut tobacco continues to grow
Consumer base for cigarillos will continue to shrink
Fine cut tobacco will continue to attract price-conscious consumers, due to surging inflation
Shisha bars will continue to attract people in their 20s and 30s
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2017-2022
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2017-2022
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2017-2022
Table 36 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2017-2022
Table 37 Sales of Cigars by Size: % Volume 2017-2022
Table 38 Sales of Cigarillos by Price Platform 2017-2022
Table 39 NBO Company Shares of Cigars and Cigarillos: % Volume 2018-2022
Table 40 LBN Brand Shares of Cigars and Cigarillos: % Volume 2019-2022
Table 41 NBO Company Shares of Cigars: % Volume 2018-2022
Table 42 LBN Brand Shares of Cigars: % Volume 2019-2022
Table 43 NBO Company Shares of Cigarillos: % Volume 2018-2022
Table 44 LBN Brand Shares of Cigarillos: % Volume 2019-2022
Table 45 NBO Company Shares of Smoking Tobacco: % Volume 2018-2022
Table 46 LBN Brand Shares of Smoking Tobacco: % Volume 2019-2022
Table 47 NBO Company Shares of Pipe Tobacco: % Volume 2018-2022
Table 48 LBN Brand Shares of Pipe Tobacco: % Volume 2019-2022
Table 49 NBO Company Shares of Fine Cut Tobacco: % Volume 2018-2022
Table 50 LBN Brand Shares of Fine Cut Tobacco: % Volume 2019-2022
Table 51 Distribution of Cigars and Cigarillos by Format: % Volume 2017-2022
Table 52 Distribution of Smoking Tobacco by Format: % Volume 2017-2022
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2022-2027
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2022-2027
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2022-2027
Table 56 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2022-2027

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Japan

KEY DATA FINDINGS

Heated tobacco continues to record strong growth despite a tax increase
E-vapour products are positioned as a low-risk and economical option
Swedish-style snus players improve portability and affordability to attract new consumers
Society is becoming sensitive to tobacco odour, which is a tailwind for heated tobacco
E-vapour products will remain a niche, but CBD-containing liquids likely to increase their presence with law amendments
Swedish-style snus has the potential to be an alternative option due to difficulty finding smoking areas
Table 57 Number of Adult Vapers 2017-2022
Table 58 Sales of Smokeless Tobacco by Category: Volume 2017-2022
Table 59 Sales of Smokeless Tobacco by Category: % Volume Growth 2017-2022
Table 60 Sales of Tobacco Heating Devices: Volume 2017-2022
Table 61 Sales of Tobacco Heating Devices: % Volume Growth 2017-2022
Table 62 Sales of Heated Tobacco: Volume 2017-2022
Table 63 Sales of Heated Tobacco: % Volume Growth 2017-2022
Table 64 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2017-2022
Table 65 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2017-2022
Table 66 NBO Company Shares of Smokeless Tobacco: % Volume 2018-2022
Table 67 LBN Brand Shares of Smokeless Tobacco: % Volume 2019-2022
Table 68 NBO Company Shares of E-Vapour Products: % Value 2018-2022
Table 69 LBN Brand Shares of E-Vapour Products: % Value 2019-2022
Table 70 NBO Company Shares of Tobacco Heating Devices: % Volume 2018-2022
Table 71 LBN Brand Shares of Tobacco Heating Devices: % Volume 2019-2022
Table 72 NBO Company Shares of Heated Tobacco: % Volume 2018-2022
Table 73 LBN Brand Shares of Heated Tobacco: % Volume 2019-2022
Table 74 Distribution of Smokeless Tobacco by Format: % Volume 2017-2022
Table 75 Distribution of E-Vapour Products by Format: % Value 2017-2022
Table 76 Forecast Sales of Smokeless Tobacco by Category: Volume 2022-2027
Table 77 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2022-2027
Table 78 Forecast Sales of Tobacco Heating Devices: Volume 2022-2027
Table 79 Forecast Sales of Heated Tobacco: Volume 2022-2027
Table 80 Forecast Sales of Heated Tobacco: % Volume Growth 2022-2027
Table 81 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2022-2027
Table 82 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Tobacco

      • Fine Cut Cigarettes
  • Cigarettes (Illicit+Legal)
      • Cigars
      • Cigarillos
      • Pipe Tobacco
      • Fine Cut Tobacco
      • Chewing Tobacco
          • Loose US-Style Moist Snuff
          • Portion US-Style Moist Snuff
        • Swedish-Style Snus
        • Closed System Single Use
          • Closed System Rechargeable (including starter kits)
          • Closed System Cartridges
        • Open Vaping Systems Charging and Vapourising Devices
        • E-liquids
      • Tobacco Heating Devices
      • Heated Tobacco
      • Nicotine Pouches

Tobacco

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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This report originates from Passport, our Tobacco research and analysis database.

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