Abstract
This study describes how trends in the sale of cigarettes in Japan between 2011 and 2019 correspond to the sales of heated tobacco products (HTPs) that were introduced into the Japanese market in late 2015. Data used for this study come from the Tobacco Institute of Japan and Philip Morris International. The findings show that the accelerated decline in cigarette only sales in Japan since 2016 corresponds to the introduction and growth in the sales of HTPs.
Highlights
The substitution of non-combustion products has the potential to be a highly effective and non-coercive risk reduction strategy given the well-documented health risks of long-term smoking [1].Heated tobacco products (HTPs) are devices that use heat processed tobacco rather than burn the tobacco directly in order to generate a nicotine aerosol for inhalation, which appears to have a lower risk profile compared to conventional tobacco cigarettes [2]
This study describes how trends in the sale of cigarettes in Japan correspond to the sales of HTPs using data collected between 2011 and 2019
Domestic cigarette sales in Japan appear to have declined at an accelerated pace since 2016 following the introduction of HTPs into the Japanese national marketplace
Summary
Heated tobacco products (HTPs) are devices that use heat processed tobacco rather than burn the tobacco directly in order to generate a nicotine aerosol for inhalation, which appears to have a lower risk profile compared to conventional tobacco cigarettes [2]. Japan has been a testing ground for HTPs [3,4,5,6]. IQOS (i.e., stands for “I Quit Ordinary Smoking”), marketed by Philip Morris International (PMI), was first introduced in 2014, followed in 2016 by the launches of Ploom TECH by Japan Tobacco. International (JTI) and glo by British American Tobacco (BAT). This study describes how trends in the sale of cigarettes in Japan correspond to the sales of HTPs using data collected between 2011 and 2019 According to market analyst reports, Japan has the most developed HTP market of all countries worldwide, accounting for 85% of HTP sales in 2018 [7].
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