How Is Availability of Innovative Products Strengthening Japan E-Cigarette Market?

A number of factors, such as the mushrooming demand for ash-less and smokeless vaping, the surging focus of people on mitigating health risks associated with tobacco smoking, and increasing product innovations by manufacturers will help the Japanese e-cigarette market exhibit a vigorous CAGR of 22.6% during the forecast period (2019–2024). According to P&S Intelligence, the market was valued at $1.2 billion in 2018 and it will generate $4.5 billion revenue by 2024.

One of the primary growth drivers of the market is the increasing availability of innovative vape products, on account of ongoing technological advancements. Major tobacco companies in Japan are currently focusing on introducing innovative vaping devices to increase their footprint across emerging markets. For example, in December 2018, British American Tobacco p.l.c. launched two new e-cigarettes— VypeiSwitch Maxx and VypeiSwitch. These products are powered by innovative vaping technologies that replace the conventional coil and wick heating system. 

Additionally, the surging public concerns regarding air pollution will also catalyze the Japanese e-cigarette market growth. The smoke released from tobacco burning is harmful to the environment as well as the human body. Unlike tobacco cigarettes, vaping devices produce mist, which dissolves in the air within seconds. Furthermore, smokeless and ash-less vaping enables e-cigarette users to use their devices in public places. Thus, the rising acceptability of vaping products in public places will contribute massively to the market growth in the forthcoming years. 

The distribution channel segment of the Japanese e-cigarette market is categorized into vape shops, tobacconist, online, hypermarket/supermarket, and others, such as vending machines, pharmacies, gas stations, general shops, and convenience stores. Among these, the online category is expected to account for the largest market share during the forecast period, as vape product manufacturers have to face few barriers in establishing their businesses online and e-platforms are perceived as the best platform to meet customer demands.  

Currently, the Japanese e-cigarette market is dominated by British American Tobacco plc, Philip Morris International Inc., Imperial Brands plc, and Japan Tobacco Inc., who are actively engaging in product launches and mergers and acquisitions to gain a competitive edge. Other players in the market include Altria Group Inc., Shenzhen IVPS Technology Corporation Ltd., Pax Labs Inc., JUUL Labs Inc., Innokin Technology Co. Ltd., Shenzhen iSmoka Electronics Co. Ltd., and Shenzhen Kanger Technology Co. Ltd.

Geographically, the Kanto region accounted for the largest share in the Japanese e-cigarette market in 2018. This was on account of the soaring number of ex-tobacco smokers and accelerating urbanization rate in major cities, such as Tokyo, Kanagawa, and Chiba. Tokyo is the largest city in the country and is divided into 23 wards. As per the World Population Revies, the metropolis area of the city has a surface area of around 844.66 square miles and it is home to over 13 million people.

Therefore, the surging availability of innovative vape devices and rising public awareness about the detrimental impacts of tobacco burning on the environment and human body will drive the demand for e-cigarettes in Japan.