According to a recent market study published by Growth Market Reports titled, "Global Heat-not-burn (HNB) Tobacco Product Market by Types, Sales Channels, and Regions: Size, Share, Trends, and Opportunity Analysis, 2020-2027", the market was valued at USD 8,148.4 Million in 2019 and is estimated to expand at a CAGR of 27.2% from 2020 to 2027. The HNB tobacco products market is anticipated to grow significantly during the forecast period due to rising demand for HNB tobacco products over conventional cigarettes. According to HNB tobacco products manufacturers, these products release lower levels of carcinogenic such as carbon monoxide and tar, than regular tobacco product. Moreover, HNB tobacco devices and capsules are relatively more economical than conventional tobacco products due to increasing taxes on traditional cigarettes that have raised their prices considerably.

The global HNB tobacco product market has been fragmented based on types, sales channels, and regions. In terms of types, the market has been bifurcated into use tobacco stick and use loose-leaf. On the basis of sales channels, the market has been segmented into supermarket, tobacco store, and online. Based on regions, the global heat-not-burn (HNB) tobacco product market is segregated into North America, Europe, Asia Pacific, Latin America, and Middle East & Africa (MEA). North America is bifurcated into countries such as the US and Canada. Latin America is classified as Brazil, Mexico, and Rest of Latin America, while Asia Pacific is sub-segmented into China, Japan, South Korea, Australia, Southeast Asia, and Rest of Asia Pacific. Europe is further categorized as Germany, France, Italy, the UK, Spain, Russia, and the Rest of Europe, while the MEA region is divided into Saudi Arabia, South Africa, the UAE, and the Rest of MEA.

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The outbreak of COVID-19 pandemic is hampering the production of HNB tobacco products worldwide. The disruption across supply chain due to restriction on raw material transportation across national and international borders, and halt in production activities at manufacturing locations due to lockdown across major economies is creating disruption in supply chain. Research & development of HNB tobacco products has halted or stopped completely during the pandemic situation. The decline in demand for HNB tobacco products is anticipated to rise slowly during the pandemic situation.

As per Growth Market Reports industry analyst Vidya Jadhav, “Rising number of people looking for safe tobacco products is anticipated to drive the demand for HNB tobacco products significantly. Moreover, growing demand for HNB products due to their attractive design, less harmful effects on health, and availability of international brands of these products through online sales platform are anticipated to create lucrative opportunities during the forecast period.”

Key Takeaways from the Study:

  • The market in Asia Pacific is projected to grow significantly due to rising inclination of smokers toward HNB products as compared to conventional tobacco products in the region.
  • On the basis of types, the heat-non-burn (HNB) tobacco products market is bifurcated into use tobacco stick and use loose-leaf. The use tobacco stick segment is projected to expand at a significant CAGR during the forecast period due to the availability of various flavors and additives is boosting the adoption of these sticks.
  • In terms of sales channels, market is divided into supermarket, tobacco store, and online. The tobacco store segment is expected to create considerable incremental opportunity, in terms of revenue generation, for HNB tobacco products manufacturers.
  • The HNB tobacco products market is expected to grow at a sluggish pace due to the decline in their demand between 2019 and 2020 owing to the negative impact of COVID-19 pandemic.
  • Rising awareness about adverse effects of tobacco on health is likely to slow down the growth of the HNB tobacco market.

Report Scope:

Report Metric


Market Value in 2019

USD 8,148.4 Million

Market Growth Rate (from 2021 to 2027)


Historical Data

2017 & 2018

Base Year


Forecast Period

2020 – 2027

Market Segments

Types, Sales Channels

Regional Scope

North America, Europe, Latin America, Asia Pacific, and Middle East & Africa (MEA)

Country Scope

The US, Canada, Brazil, Mexico, Rest of Latin America, China, Japan, South Korea, India, Australia, Southeast Asia, Rest of Asia Pacific, Germany, France, Italy, the UK, Spain, Russia, Rest of Europe, Saudi Arabia, South Africa, the UAE, and Rest of MEA.

Key Companies Profiled

Philip Morris International, British American Tobacco, Japan Tobacco, Imperial Brands, Altria, China tobacco, Korea Tobacco & Ginseng Corporation, VMR Products

Customization Scope

Report customization available on request

Pricing and Purchase Options

Avail tailor-made purchase options to meet your research requirements.

Target Audience:

  • Supply-side: HNB tobacco products manufacturers, raw material suppliers, primary respondents, and distributors
  • Demand Side: Supermarket, tobacco stores, and online sales platforms
  • Regulatory Side: Concerned government authorities, commercial research & development (R&D) institutions, and other regulatory bodies
  • Associations and Industry Bodies: World Medical Association (WMA), world health organization (WHO), US Food and Drug Administration (FDA), American Public Health Association (APHA), National Institute of Health (NIH), International Tobacco Growers’ Association (ITGA)