Japan: Cigarettes and Heated Tobacco Products Value and Cigarettes Volume 2011-2021
Knowledge•Action•Change (2018)- No Fire, No Smoke: The Global State of Tobacco Harm Reduction
As of 2018, Euromonitor International expected that heat-not-burn (HNB) devices would account for at least 22 percent of the Japanese market for tobacco by 2021 if it continues to drive out cigarettes. What is interesting about the Euromonitor tracking is that the total volume of tobacco purchased is not expected to change, but the type of tobacco purchased is. This is somewhat different to the experience in Sweden and Norway where the switch to safer nicotine products (SNP) has been accompanied by longer term declines in tobacco consumption – the difference, of course, being that tobacco users in Sweden and Norway have a much longer experience with SNP.
For up-to-date estimates of the current number of users of heat-not-burn products in Japan, check out the GSTHR Japan country profile here: https://gsthr.org/countries/profile/jpn/4/
See also p. 57 of the report: No Fire, No Smoke: The Global State of Tobacco Harm Reduction 2018 — Global State of Tobacco Harm Reduction (gsthr.org)
