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The November 2014 launch by Philip Morris International (PMI) of Iqos in Nagoya, Japan, and Milan, Italy, kick-started the heated tobacco sector, now worth tens of billions globally. Followed by British American Tobacco (BAT)’s Glo and Japan Tobacco’s Ploom, the new heated tobacco products (HTPs) transformed the smoking landscape in Japan, capturing more than 40% of the cigarette market a decade later.
But all is not roses in the Japanese heated tobacco market. Preferential tax treatment has been reduced and may be eliminated. And the first system of fines for using heated products on the streets has been announced.
