Japan Tobacco Inc in Tobacco

February 2025

Japan Tobacco Inc is the world’s third largest international tobacco company, and has its strongest position in its domestic Japanese market, which is declining sharply. It also has substantial shares in Eastern and Western Europe, which are also experiencing contractions in cigarette volumes. In order to offset declines in cigarette sales, the company is prioritising investment in heated tobacco, and aims to make Ploom X available in over 40 markets by the end of 2026.

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Overview:

Euromonitor International's report on Japan Tobacco Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Tobacco market and the global economy. Company and market share data provide a detailed look at the financial position of Japan Tobacco Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Japan Tobacco Inc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Japan Tobacco Inc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Tobacco research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope
Executive summary
Top companies at a glance
JT restructures to accelerate investment in its reduced risk portfolio
Japan Tobacco’s global footprint
International tobacco business drives revenue growth
Leading cigarette markets experiencing declines
Fine cut tobacco set to benefit from trading down, fuelled by cost of living crisis
Partial recovery in pipe tobacco sales after the pandemic
Shift to smoke-free alternatives gaining momentum
Heated tobacco on the rise, aided by new launches
Japan testing ground for success of heated tobacco
E-vapour products category classified as “exploratory” in the latest strategy review
Japan Tobacco retains its Russian business
Inflationary pressures continue to impact the tobacco industry
Middle East and Africa to sustain growth in cigarettes
Heated tobacco and nicotine pouches showing great potential
Japan: Migration towards next-generation tobacco products on the rise
US: Acquisition of Vector Group to improve competitive position
US: E-vapour category highly influenced by regulation
Japan Tobacco well positioned for heated tobacco growth in the US
Turkish demand sustains growth within combustible tobacco
UK: Structural volume sales decline accelerated by stricter legislation
UK: Novel tobacco products’ prospects boosted by public support
Asia Pacific remains a priority region for JT
Middle East and Africa provides growth opportunities for JT
Western and Eastern Europe remain top regions for Japan Tobacco in heated tobacco
Rapid US expansion to fuel nicotine pouches growth but regulatory outlook unclear
Sustainability: Cigarette butt littering in the spotlight
Illicit trade remains one of the main threats for Japan Tobacco in cigarettes
Japan Tobacco reduces the share gap with BAT and PMI over 2020-2023
Asia Pacific and developed Western European markets remain well positioned
Diverse portfolio of international and local brands benefit positioning
Japan Tobacco concentrates efforts in a few e-vapour markets
Cigarettes: Russia and Japan see large declines in combustible cigarettes
Cigarettes: Geographic expansion partly offsets declines in key markets
Cigars and cigarillos on the decline in Japan
Pipe tobacco drags down smoking tobacco sales
Further expansion in heated tobacco sales projected over 2023-2028
Japan Tobacco concentrates efforts on fewer e-vapour markets to grow
US remains a key e-vapour products market for Japan Tobacco
Key findings
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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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