Market report: Japan – a vaping market constrained by regulation and HnB

The Japanese market for tobacco alternatives is dominated by heated tobacco, rather than e-cigarettes. Domestic retail of nicotine-containing e-cigarettes is banned, but zero-nicotine vaping remains a complementary category. Our forecast for growth is driven by the recovery of shipping conditions in the post-Covid-19 era for personal imports and an increase in the number of businesses offering such services. That said growth could be dampened by the government’s continued efforts to reduce the smoking rate, which also impacts users of tobacco alternatives.

This report provides a detailed overview of the vaping market in Japan.