Study Finds Rise of Heated Tobacco Cuts Cigarette Sales
A paper published by Frost & Sullivan in collaboration with Philip Morris International titled Reduced Tobacco Harm and Emerging Nicotine and Tobacco Products: Data from the Japanese Market found that the introduction of heated tobacco products led to a 3
A paper titled “Reducing Tobacco Harm and New Nicotine and Tobacco Products: Data from the Japanese Market,” published by Frost & Sullivan in collaboration with tobacco company Philip Morris International (PMI), found that the entry of heated non-combustible (HNB) products led to a 34% decline in cigarette sales.
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“In Japan, the commercial availability of HNB heated non-combustible products is associated with a significant decline in conventional cigarette sales, far exceeding previous rates of decline. Moreover, even after HNB heated non-combustible products became available, sales of all tobacco products (HNB heated non-combustible and traditional cigarettes) continued to decline. Despite varying evidence, data from the 2019 National Health Survey indicated that 76% of consumers using HNB heated non-combustible products exclusively smoked IQOS. Frost & Sullivan's healthcare consulting director Mark Dougan stated that only 24% of HNB heated non-combustible users chose to use both HNB and cigarettes simultaneously.<\/span><\/div>
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He added, “The Japanese government distinguishes HNB from traditional cigarettes in regulations regarding taxes, health warnings, and indoor use restrictions, with HNB regulations generally being more lenient compared to traditional cigarettes.”<\/span><\/div>
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Cigarette sales have declined fivefold since 2016.<\/span><\/div>
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Similarly, a study published on May 20 in the International Journal of Environmental Research and Public Health titled “What Are the Reasons for the Rapid Decline in Cigarette Sales in Japan?” indicates that cigarette sales have accelerated their decline fivefold since 2016, corresponding to the increase in HNB sales.<\/span><\/div>
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Notable harm reduction advocate Professor David Sweanor commented on the study, explaining that despite Japanese regulations excluding combustible cigarette alternatives, Japan has successfully managed to mitigate tobacco harm.<\/span><\/div>
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“In major markets, we are witnessing the fastest decline in cigarette sales. A third of the cigarette market has disappeared in a short time, achieved through non-coercive measures, as smokers simply choose HNB heated non-combustible products.”<\/span><\/div>
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