Big in Japan, unfashionable in France – how attitudes to heated tobacco vary

Attitudes towards heated tobacco vary, not just between continents but between neighbouring countries, with a range of social factors affecting market conditions.

Uptake of heated tobacco products (HTPs) in Japan is driven more by social norms and affinity with technology, while in Switzerland health concerns are the primary driver. That’s according to Ishita Arora, product health science manager at Japan Tobacco International (JTI).