Heated tobacco usage in Japan: a consumer survey



  • Executive summary
  • Introduction
  • Reasons for trying or using heated tobacco
  • Tobacco / e-cigarette use among HnB users
  • HnB brands used
  • Consumption patterns
  • Spend on heated tobacco
  • Purchase channels
  • Satisfaction and importance of factors related to HnB
  • Direct marketing activity
  • Survey respondents


Heated tobacco, or HnB, has been booming in Japan since the launch of IQOS in 2014. Here ECigIntelligence examines the results of an in-depth survey conducted by ECigIntelligence into the habits and opinions of HnB users.