Heat-not-burn (HNB) Tobacco Market

Global Heat-not-burn (HNB) Tobacco Market by Types (Use Tobacco Stick and Use Loose-leaf), Sales Channels (Supermarket, Tobacco Store, and Online), and Regions (North America, Latin America, Europe, Asia Pacific, and Middle East & Africa)

  • Report ID: FB-150
  • Author: Growth Market Reports
  • Rating: 4.9
  • Total Reviews: 3
  • No. Of Pages: 200
  • Format:
  • Pub. Date: 2020-12-14
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Market Outlook:

The global heat-not-burn (HNB) tobacco market was valued at USD 8,148.4 Million in 2019 and is projected to reach USD 51,741.2 Million by 2027, expanding at a CAGR of 27.2% during the forecast period. The demand for heat-not-burn (HNB) tobacco is growing due to increasing smoking population. The COVID 19 outbreak has slowed down production and sales activities and reduced the demand for HNB tobacco due to health concerns during the pandemic. COVID-19 has hampered the sales of HNB across the many sales channels such as supermarkets and tobacco stores, thus impeding the HNB tobacco market.

HNB tobacco products are electronic devices that use electric heating elements to heat tobacco to produce aerosols containing nicotine and other chemicals, which are inhaled by users through the mouth. HNB tobacco products also contain non-tobacco additives, which are often flavored. The HNB products are similar to conventional cigarettes. These products use specially designed devices similar to cigarettes for heating the tobacco inside them. Commercially available HNB systems such as Glo or IQOS include a charger, a holder, tobacco sticks, plugs, and capsules. Tobacco sticks are heated with an electronically controlled heating element that is inserted into the holder. Other products, including iFuse or Ploom Tech, produce vapor from a non-tobacco source and pass it through a tobacco plug to absorb flavor and nicotine. HNB tobacco products fall in a niche between combustible tobacco cigarettes and electronic cigarettes that vaporize nicotine suspended in humectants.

Global Heat Non Burn (HNB) Tobacco Product Market Key Takeaways

Market Dynamics
According to the US Food and Drug Administration (FDA) and the World Health Organization (WHO), smoking population has been increasing rapidly in the recent years and diseases related to lungs such as cancer is growing rapidly, especially people who ages between 30 and 45. HNB tobacco products release lower levels of monoxide, carbon, tar, and other chemicals causing cancer than regular cigarettes, and hence they are preferred over conventional tobacco products. Moreover, cost-effectiveness of these products is fueling its demand across different geographical regions. 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.

Government regulations regarding the use of tobacco is one of the key factors driving the growth of HNB tobacco products market. In countries such as Japan, traditional cigarette or e-cigarettes containing nicotine are banned. Such regulations are fueling the demand for HNB tobacco products in the recent years. Additionally, HNB tobacco products are considered safer than conventional tobacco products, which in turn, is boosting the demand for these products.

According to a recent study conducted by FDA and WHO researchers, it has been proven that the consumption of tobacco through HNB tobacco products has similar harmful effects as a traditional tobacco product such as cigarettes. Additionally, a study conducted by the US researchers showed that smoke from HNB tobacco products has same nicotine levels as conventional cigarette smoke. Nicotine, the highly addictive substance found in tobacco, is unsafe for the youth and can harm infant and adolescent brain development. Some research has proved that it is a misperception that HNB is not as harmful as traditional cigarettes.

The chemical and their levels released by HNB tobacco products are the same as a conventional tobacco product such as cigarettes. HNB tobacco products can be just as harmful for the human heart as regular cigarettes. HNB tobacco products can be just as harmful as regular cigarettes. Non-users can be exposed to harmful substances through second-hand smoke.

Segmental Outlook

By Types
The global heat-non-burn 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. This segment is expected to expand at a high CAGR during the forecast period, in terms of revenue generation. The convenience of this product type is one of the key factor boosting the growth this segment. The factors such as easy to use nature and less efforts requirement as compared to Use Loose-leaf is expected to be the major parameter driving the growth of this segment. The use tobacco stick segment holds a key share of the market, in terms of revenue generation, in last few years and this trend is expected to continue during the forecast period due to high adoption of use tobacco stick.

Global Heat Non Burn (HNB) Tobacco Product Market By Type

By Sales Channels
Based on sales channels, the market is segmented into supermarket, tobacco store, and online. Revenue generation from the tobacco store segment is expected to register high incremental opportunity during the forecast period. The HNB tobacco products are one of the latest products for smokers and their demand is expected to rise significantly during forecast period.

Global Heat Non Burn (HNB) Tobacco Product Market By Sales Channel

Regional Outlook

In terms of regions, the global heat-non-burn (HNB) tobacco products market is classified as North America, Europe, Latin America, Asia Pacific, and Middle East & Africa. The market in Asia Pacific is projected to expand at a significant CAGR during the forecast period. Japan is expected to be an attractive country for the global HNB tobacco product market. The adoption of HNB tobacco product in this country is higher than in other countries due to dense presence of smokers.

The market in China is estimated to expand at a significant CAGR during the forecast period and reach USD 4 billion by the end of 2027. Increasing focus of tobacco product suppliers on producing next generation tobacco products is expected to drive the market in China. Currently, China is known for its monopoly in the tobacco products industry through China Tobacco Company the import of tobacco products from other countries is highly prohibited and this makes the China Tobacco company one of the prominent players in the market. Japan holds a key share of the market, in terms of consumption and revenue generation, from the sale of HNB tobacco products. Smokers present in Japan easily adopt advanced tobacco products including HNB, e-cigarettes, and others. Large manufacturers are beginning to sell their products from Japan only. Dense presence of smokers and busy working life are some factors boosting the demand for smokers.

Global Heat Non Burn (HNB) Tobacco Product Market By Region

Competitive Landscape

  • Key players in the market include Philip Morris International, British American Tobacco, Japan Tobacco, Imperial Brands, Altria, China tobacco, Korea Tobacco & Ginseng Corporation, VMR Products. These players are considered as key manufacturers of the market based on their different varieties of product availability, regional presence, better supply chain management system, and increasing demand for the products.
  • Players are adopting strategies such as product development, geographical expansion, and mergers & acquisition to increase the demand for HNB tobacco products.

Key Benefits for Industry Participants & Stakeholders

  • In-depth analysis of the global heat-not-burn (HNB) tobacco products market
  • Historical, current, and projected market size in terms of value and volume
  • Potential & niche segments and regions exhibiting promising growth covered
  • Industry drivers, restraints and opportunities covered in the study
  • Recent industry trends and developments
  • Competitive landscape & strategies of key players
  • Neutral perspective on global heat-not-burn (HNB) tobacco products market performance
Chapter 1 Executive Summary
Chapter 2 Assumptions and Acronyms Used
Chapter 3 Research Methodology
Chapter 4 Heat Non Burn (HNB) Tobacco Product Market Overview
   4.1 Introduction
      4.1.1 Market Taxonomy
      4.1.2 Market Definition
      4.1.3 Macro-Economic Factors Impacting the Market Growth
   4.2 Heat Non Burn (HNB) Tobacco Product Market Dynamics
      4.2.1 Market Drivers
      4.2.2 Market Restraints
      4.2.3 Market Opportunity
   4.3 Heat Non Burn (HNB) Tobacco Product Market - Supply Chain Analysis
      4.3.1 List of Key Suppliers
      4.3.2 List of Key Distributors
      4.3.3 List of Key Consumers
   4.4 Key Forces Shaping the Heat Non Burn (HNB) Tobacco Product Market
      4.4.1 Bargaining Power of Suppliers
      4.4.2 Bargaining Power of Buyers
      4.4.3 Threat of Substitution
      4.4.4 Threat of New Entrants
      4.4.5 Competitive Rivalry
   4.5 Global Heat Non Burn (HNB) Tobacco Product Market Size & Forecast, 2017-2027
      4.5.1 Heat Non Burn (HNB) Tobacco Product Market Size and Y-o-Y Growth
      4.5.2 Heat Non Burn (HNB) Tobacco Product Market Absolute $ Opportunity
Chapter 5 Global Heat Non Burn (HNB) Tobacco Product Market Analysis and Forecast By Products
   5.1 Introduction
      5.1.1 Key Market Trends & Growth Opportunities By Products
      5.1.2 Basis Point Share (BPS) Analysis By Products
      5.1.3 Absolute $ Opportunity Assessment By Products
   5.2 Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Products
      5.2.1 Use Tobacco Stick
      5.2.2 Use Loose-leaf
   5.3 Market Attractiveness Analysis By Products
Chapter 6 Global Heat Non Burn (HNB) Tobacco Product Market Analysis and Forecast By Application
   6.1 Introduction
      6.1.1 Key Market Trends & Growth Opportunities By Application
      6.1.2 Basis Point Share (BPS) Analysis By Application
      6.1.3 Absolute $ Opportunity Assessment By Application
   6.2 Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Application
      6.2.1 Supermarket
      6.2.2 Tobacco Store
      6.2.3 Online
   6.3 Market Attractiveness Analysis By Application
Chapter 7 Global Heat Non Burn (HNB) Tobacco Product Market Analysis and Forecast by Region
   7.1 Introduction
      7.1.1 Key Market Trends & Growth Opportunities by Region
      7.1.2 Basis Point Share (BPS) Analysis by Region
      7.1.3 Absolute $ Opportunity Assessment by Region
   7.2 Heat Non Burn (HNB) Tobacco Product Market Size Forecast by Region
      7.2.1 North America
      7.2.2 Europe
      7.2.3 Asia Pacific
      7.2.4 Latin America
      7.2.5 Middle East & Africa (MEA)
   7.3 Market Attractiveness Analysis by Region
Chapter 8 Coronavirus Disease (COVID-19) Impact
   8.1 Introduction
   8.2 Current & Future Impact Analysis
   8.3 Economic Impact Analysis
   8.4 Government Policies
   8.5 Investment Scenario
Chapter 9 North America Heat Non Burn (HNB) Tobacco Product Analysis and Forecast
   9.1 Introduction
   9.2 North America Heat Non Burn (HNB) Tobacco Product Market Size Forecast by Country
      9.2.1 U.S.
      9.2.2 Canada
   9.3 Basis Point Share (BPS) Analysis by Country
   9.4 Absolute $ Opportunity Assessment by Country
   9.5 Market Attractiveness Analysis by Country
   9.6 North America Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Products
      9.6.1 Use Tobacco Stick
      9.6.2 Use Loose-leaf
   9.7 Basis Point Share (BPS) Analysis By Products
   9.8 Absolute $ Opportunity Assessment By Products
   9.9 Market Attractiveness Analysis By Products
   9.10 North America Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Application
      9.10.1 Supermarket
      9.10.2 Tobacco Store
      9.10.3 Online
   9.11 Basis Point Share (BPS) Analysis By Application
   9.12 Absolute $ Opportunity Assessment By Application
   9.13 Market Attractiveness Analysis By Application
Chapter 10 Europe Heat Non Burn (HNB) Tobacco Product Analysis and Forecast
   10.1 Introduction
   10.2 Europe Heat Non Burn (HNB) Tobacco Product Market Size Forecast by Country
      10.2.1 Germany
      10.2.2 France
      10.2.3 Italy
      10.2.4 U.K.
      10.2.5 Spain
      10.2.6 Russia
      10.2.7 Rest of Europe
   10.3 Basis Point Share (BPS) Analysis by Country
   10.4 Absolute $ Opportunity Assessment by Country
   10.5 Market Attractiveness Analysis by Country
   10.6 Europe Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Products
      10.6.1 Use Tobacco Stick
      10.6.2 Use Loose-leaf
   10.7 Basis Point Share (BPS) Analysis By Products
   10.8 Absolute $ Opportunity Assessment By Products
   10.9 Market Attractiveness Analysis By Products
   10.10 Europe Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Application
      10.10.1 Supermarket
      10.10.2 Tobacco Store
      10.10.3 Online
   10.11 Basis Point Share (BPS) Analysis By Application
   10.12 Absolute $ Opportunity Assessment By Application
   10.13 Market Attractiveness Analysis By Application
Chapter 11 Asia Pacific Heat Non Burn (HNB) Tobacco Product Analysis and Forecast
   11.1 Introduction
   11.2 Asia Pacific Heat Non Burn (HNB) Tobacco Product Market Size Forecast by Country
      11.2.1 China
      11.2.2 Japan
      11.2.3 South Korea
      11.2.4 India
      11.2.5 Australia
      11.2.6 South East Asia (SEA)
      11.2.7 Rest of Asia Pacific (APAC)
   11.3 Basis Point Share (BPS) Analysis by Country
   11.4 Absolute $ Opportunity Assessment by Country
   11.5 Market Attractiveness Analysis by Country
   11.6 Asia Pacific Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Products
      11.6.1 Use Tobacco Stick
      11.6.2 Use Loose-leaf
   11.7 Basis Point Share (BPS) Analysis By Products
   11.8 Absolute $ Opportunity Assessment By Products
   11.9 Market Attractiveness Analysis By Products
   11.10 Asia Pacific Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Application
      11.10.1 Supermarket
      11.10.2 Tobacco Store
      11.10.3 Online
   11.11 Basis Point Share (BPS) Analysis By Application
   11.12 Absolute $ Opportunity Assessment By Application
   11.13 Market Attractiveness Analysis By Application
Chapter 12 Latin America Heat Non Burn (HNB) Tobacco Product Analysis and Forecast
   12.1 Introduction
   12.2 Latin America Heat Non Burn (HNB) Tobacco Product Market Size Forecast by Country
      12.2.1 Brazil
      12.2.2 Mexico
      12.2.3 Rest of Latin America (LATAM)
   12.3 Basis Point Share (BPS) Analysis by Country
   12.4 Absolute $ Opportunity Assessment by Country
   12.5 Market Attractiveness Analysis by Country
   12.6 Latin America Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Products
      12.6.1 Use Tobacco Stick
      12.6.2 Use Loose-leaf
   12.7 Basis Point Share (BPS) Analysis By Products
   12.8 Absolute $ Opportunity Assessment By Products
   12.9 Market Attractiveness Analysis By Products
   12.10 Latin America Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Application
      12.10.1 Supermarket
      12.10.2 Tobacco Store
      12.10.3 Online
   12.11 Basis Point Share (BPS) Analysis By Application
   12.12 Absolute $ Opportunity Assessment By Application
   12.13 Market Attractiveness Analysis By Application
Chapter 13 Middle East & Africa (MEA) Heat Non Burn (HNB) Tobacco Product Analysis and Forecast
   13.1 Introduction
   13.2 Middle East & Africa (MEA) Heat Non Burn (HNB) Tobacco Product Market Size Forecast by Country
      13.2.1 Saudi Arabia
      13.2.2 South Africa
      13.2.3 UAE
      13.2.4 Rest of Middle East & Africa (MEA)
   13.3 Basis Point Share (BPS) Analysis by Country
   13.4 Absolute $ Opportunity Assessment by Country
   13.5 Market Attractiveness Analysis by Country
   13.6 Middle East & Africa (MEA) Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Products
      13.6.1 Use Tobacco Stick
      13.6.2 Use Loose-leaf
   13.7 Basis Point Share (BPS) Analysis By Products
   13.8 Absolute $ Opportunity Assessment By Products
   13.9 Market Attractiveness Analysis By Products
   13.10 Middle East & Africa (MEA) Heat Non Burn (HNB) Tobacco Product Market Size Forecast By Application
      13.10.1 Supermarket
      13.10.2 Tobacco Store
      13.10.3 Online
   13.11 Basis Point Share (BPS) Analysis By Application
   13.12 Absolute $ Opportunity Assessment By Application
   13.13 Market Attractiveness Analysis By Application
Chapter 14 Competition Landscape
   14.1 Heat Non Burn (HNB) Tobacco Product Market: Competitive Dashboard
   14.2 Global Heat Non Burn (HNB) Tobacco Product Market: Market Share Analysis, 2019
   14.3 Company Profiles (Details – Overview, Financials, Developments, Strategy)
      14.3.1 Philip Morris International
      14.3.2 British American Tobacco
      14.3.3 Japan Tobacco
      14.3.4 Imperial Brands
      14.3.5 Altria
      14.3.6 China tobacco
      14.3.7 Korea Tobacco & Ginseng Corporation
      14.3.8 VMR Products
Key Segments Covered
By Products
  • Use Tobacco Stick
  • Use Loose-leaf
By Sales Channels
  • Supermarket
  • Tobacco Store
  • online
By Regions
  • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • France
    • Italy
    • U.K.
    • Spain
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • South Korea
    • India
    • Australia
    • South East Asia (SEA)
    • Rest of Asia Pacific (APAC)
  • Middle East & Africa (MEA)
    • Saudi Arabia
    • South Africa
    • UAE
    • Rest of Middle East & Africa (MEA)

Key Market Players Profiled in the Report
  • Philip Morris International
  • British American Tobacco
  • Japan Tobacco
  • Imperial Brands
  • Altria
  • China tobacco
  • Korea Tobacco & Ginseng Corporation
  • VMR Products

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FAQ Section

Some frequently asked quetions about this report!

Additional company profiles can be provided on request.

Yes, the report covers products of global HNB tobacco products such as Use tobacco stick, and use loose-leaf.

According to this Growth Market Reports report, the market from the global HNB tobacco products market is likely to register a CAGR of 27.2% during forecast period 2020-2027, with an anticipated valuation of USD 51,741.2 million by the end of the 2027.

In addition to market size (in USD Million) and Volume (units) Company Market Share (in % for base year 2019), other data such Macro-economic factors, COVID-19 Impact on the global HNB tobacco products market is available in final report.

The global HNB tobacco products Market is anticipated to grow slowly during forecast period due to decline in demand for tobacco products owing to growing infections and diseases. Moreover, rising awareness about adverse effects of tobacco on health is likely to slow down the growth of the heat-not-burn tobacco market.

Supermarket, and tobacco store are the key Sales Channel driving the market growth.

Factors such as competitive strength and market positioning are key areas considered while selecting top companies to be profiled.

The market is expected to witness sluggish growth with decline in terms of demand during 2019-2020 owing to the negative impact of COVID-19 pandemic on the global HNB tobacco products market.

The base year considered for the global heat-not-burn tobacco (HNB) products market report is 2019. The complete analysis period is 2017 to 2027, wherein, 2017 & 2018 are the historic years and the forecast is provided from 2020 to 2027.

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