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Success Case Study: IQOS - Tobacco innovation captivates Japanese smokers

Success Case Study: IQOS - Tobacco innovation captivates Japanese smokers

  • February 2017
  • 18 pages
  • ID: 4837470
In this report:
According to a survey conducted by Siryou JP, nearly ##% of non-smokers in Japan want to reduce the number of places where people are allowed to smoke, while almost ##% of smokers say that they want more places where they are allowed to smoke, or that the current numbers of permitted places are adequate.
Japan's success triggers global launches of tobacco innovation in heat-not-burn tobacco products Phillip Morris has invested over $##bn in the development of smoking alternatives, including IQOS.


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Success Case Study: IQOS - Tobacco innovation captivates Japanese smokers


"Success Case Study: IQOS - Tobacco innovation captivates Japanese smokers", is part of GlobalData's Successes and Failures research. It examines the details of and reasons behind Phillip Morris's IQOS "heat-not-burn" tobacco innovation, which have been meaningful success in Japan (JP).

" analysis to teach you important lessons that increase your chances of launching successful products.

Japan (JP) is the 5th-largest tobacco market in the globe, with a cigarette market volume of 174.4 billion cigarettes in 2015. However, sales volume has been continually declining for nearly two decades. 20.0 percent of the adult population smoke on a regular basis: 31.0 percent of adult males and 10.0 percent of adults females (as of 2015). Nevertheless, the percentage of people who smoke has also been gradually falling for the final decade.


- IQOS is an innovative heat-not-burn tobacco product that offers a smoke-free experience. Philip Morris Japan launched IQOS in 2014, with Nagoya being its pilot market. It then made it available across the country. IQOS had over 1 million users as of 2016.

- Smokers see IQOS's attributes, containing no fire or ash, reduced smell, and use of real tobacco leaves, as being highly beneficial in Japan, where smokers are still allowed to smoke in public places. IQOS also helps to reduce the risk of chemical intake combined with traditional tobacco products, which appeal to Japanese smokers.

- IQOS's success demonstrates that there is high demand for cigarette alternatives. Investing in tobacco innovations that take heed of the issues and negative perceptions surrounding conventional smoking offers increasing alternatives.

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