Tobacco in Japan

June 2024
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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 2023: The big picture
2023 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 2018-2023
Table 2 Sales of Tobacco by Category: Volume 2018-2023
Table 3 Sales of Tobacco by Category: Value 2018-2023
Table 4 Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 5 Sales of Tobacco by Category: % Value Growth 2018-2023
Table 6 Forecast Sales of Tobacco by Category: Volume 2023-2028
Table 7 Forecast Sales of Tobacco by Category: Value 2023-2028
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2023-2028
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 2 Research Sources

Cigarettes in Japan

KEY DATA FINDINGS

Sales of cigarettes continue to decline in 2023
A small decrease in sales thanks to no tax increases
Japan Tobacco gains share with its economy priced products
Expected tax revisions in the forecast period
A restrictive smoking environment will constrain growth
Economy priced cigarettes expected to see a further share increase
Taxation rates
Table 10 Taxation and Duty Levies 2018-2023
Average cigarette pack price breakdown
Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples
Table 11 Sales of Cigarettes: Volume 2018-2023
Table 12 Sales of Cigarettes by Category: Value 2018-2023
Table 13 Sales of Cigarettes: % Volume Growth 2018-2023
Table 14 Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 15 Sales of Cigarettes by Blend: % Volume 2018-2023
Table 16 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 17 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 18 Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 19 Sales of Cigarettes by Price Band: % Volume 2018-2023
Table 20 NBO Company Shares of Cigarettes: % Volume 2019-2023
Table 21 LBN Brand Shares of Cigarettes: % Volume 2020-2023
Table 22 Sales of Cigarettes by Distribution Format: % Volume 2018-2023
Table 23 Illicit Trade Estimate of Cigarettes: Volume 2018-2023
Table 24 Forecast Sales of Cigarettes: Volume 2023-2028
Table 25 Forecast Sales of Cigarettes by Category: Value 2023-2028
Table 26 Forecast Sales of Cigarettes: % Volume Growth 2023-2028
Table 27 Forecast Sales of Cigarettes by Category: % Value Growth 2023-2028
Table 28 Forecast Sales of Cigarettes by Blend: % Volume 2023-2028
Table 29 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2023-2028
Table 30 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2023-2028
Table 31 Forecast Sales of Cigarettes by Pack Size: % Volume 2023-2028
Table 32 Forecast Sales of Cigarettes by Price Band: % Volume 2023-2028

Cigars, Cigarillos and Smoking Tobacco in Japan

KEY DATA FINDINGS

A continued drop in sales of cigarillos
Fine cut tobacco continues to post a positive performance thanks to its cost efficiency
Cigarillos set to continue to struggle due to the loss of its price advantage
Shisha bars a place for working
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 36 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023
Table 37 Sales of Cigars by Size: % Volume 2018-2023
Table 38 Sales of Cigarillos by Price Platform 2018-2023
Table 39 NBO Company Shares of Cigars and Cigarillos: % Volume 2019-2023
Table 40 LBN Brand Shares of Cigars and Cigarillos: % Volume 2020-2023
Table 41 NBO Company Shares of Cigars: % Volume 2019-2023
Table 42 LBN Brand Shares of Cigars: % Volume 2020-2023
Table 43 NBO Company Shares of Cigarillos: % Volume 2019-2023
Table 44 LBN Brand Shares of Cigarillos: % Volume 2020-2023
Table 45 NBO Company Shares of Smoking Tobacco: % Volume 2019-2023
Table 46 LBN Brand Shares of Smoking Tobacco: % Volume 2020-2023
Table 47 NBO Company Shares of Pipe Tobacco: % Volume 2019-2023
Table 48 LBN Brand Shares of Pipe Tobacco: % Volume 2020-2023
Table 49 NBO Company Shares of Fine Cut Tobacco: % Volume 2019-2023
Table 50 LBN Brand Shares of Fine Cut Tobacco: % Volume 2020-2023
Table 51 Distribution of Cigars and Cigarillos by Format: % Volume 2018-2023
Table 52 Distribution of Smoking Tobacco by Format: % Volume 2018-2023
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2023-2028
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2023-2028
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2023-2028
Table 56 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2023-2028

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

KEY DATA FINDINGS

Heated tobacco continues to record strong growth, thanks to more affordable options
British American Tobacco Japan enters e-vapour products
Swedish-style snus continues to grow
Heated tobacco will continue to see growth, but tax increases should be closely monitored
E-vapour products will remain a niche due to regulation of nicotine by law
Swedish-style snus has the potential to be a popular alternative
Table 57 Number of Adult Vapers 2018-2023
Table 58 Sales of Smokeless Tobacco by Category: Volume 2018-2023
Table 59 Sales of Smokeless Tobacco by Category: % Volume Growth 2018-2023
Table 60 Sales of E-Vapour Products by Category: Volume 2018-2023
Table 61 Sales of E-Vapour Products by Category: % Volume Growth 2018-2023
Table 62 Sales of Tobacco Heating Devices: Volume 2018-2023
Table 63 Sales of Tobacco Heating Devices: % Volume Growth 2018-2023
Table 64 Sales of Heated Tobacco: Volume 2018-2023
Table 65 Sales of Heated Tobacco: % Volume Growth 2018-2023
Table 66 Sales of Tobacco Free Oral Nicotine: Volume 2018-2023
Table 67 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2018-2023
Table 68 Sales of Tobacco Free Oral Nicotine by Category: Value 2018-2023
Table 69 Sales of Tobacco Free Oral Nicotine: % Value Growth 2018-2023
Table 70 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 71 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 72 Sales of E-Liquids by Nicotene Strength: % Value 2020-2023
Table 73 NBO Company Shares of Smokeless Tobacco: % Volume 2019-2023
Table 74 LBN Brand Shares of Smokeless Tobacco: % Volume 2020-2023
Table 75 NBO Company Shares of E-Vapour Products: % Value 2019-2023
Table 76 LBN Brand Shares of E-Vapour Products: % Value 2020-2023
Table 77 NBO Company Shares of Tobacco Heating Devices: % Volume 2019-2023
Table 78 LBN Brand Shares of Tobacco Heating Devices: % Volume 2020-2023
Table 79 NBO Company Shares of Heated Tobacco: % Volume 2019-2023
Table 80 LBN Brand Shares of Heated Tobacco: % Volume 2020-2023
Table 81 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2019-2023
Table 82 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2020-2023
Table 83 Distribution of Smokeless Tobacco by Format: % Volume 2018-2023
Table 84 Distribution of E-Vapour Products by Format: % Value 2018-2023
Table 85 Distribution of Tobacco Heating Devices by Format: % Volume 2018-2023
Table 86 Distribution of Heated Tobacco by Format: % Volume 2018-2023
Table 87 Forecast Sales of Smokeless Tobacco by Category: Volume 2023-2028
Table 88 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2023-2028
Table 89 Forecast Sales of E-Vapour Products by Category: Volume 2023-2028
Table 90 Forecast Sales of E-Vapour Products by Category: % Volume Growth 2023-2028
Table 91 Forecast Sales of Tobacco Heating Devices: Volume 2023-2028
Table 92 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2023-2028
Table 93 Forecast Sales of Heated Tobacco: Volume 2023-2028
Table 94 Forecast Sales of Heated Tobacco: % Volume Growth 2023-2028
Table 95 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2023-2028
Table 96 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2023-2028
Table 97 Forecast Sales of Tobacco Free Oral Nicotine by Category: Value 2023-2028
Table 98 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2023-2028
Table 99 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2023-2028
Table 100 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2023-2028
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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