- Heat-not-burn (HNB) products are products which heat up tobacco by using a battery-powered heating system. The product is inhaled by the user via the mouth. The product contains an extremely addictive material i.e. nicotine.
- HNB products also have non-tobacco extracts. They are usually flavored. Several types of HNB products are available in the market. A few examples include products that use loose-leaf tobacco, such as Ploom and PAX, and tobacco sticks, such as IQOS and glor.
- Heat-not-burn products are also called heated tobacco products or non-combusted cigarettes
Key Drivers of the Global Heat-not-burn Products Market
- Increase in adoption of technologically advanced cigarettes is likely to boost the global heat-not-burn products market in the near future. Users are becoming health conscious and increasingly sophisticated, with rising purchasing power. They are capable of differentiating between various brands.
- The heating process produces a flavorful nicotine with vapor. While the tobacco does not burn, intensity of harmful chemicals is considerably reduced compared to traditional cigarette smoke.
North America and Europe are Dominating the Overall Market
- In terms of geography, the global heat-not-burn products market can be divided into North America (NA), Europe (EU), Asia Pacific (APAC), Middle East & Africa (MEA), and South America (SA)
- North America country-level analysis features the U.S., Canada, and Rest of North America. Analysis and forecast for the heat-not-burn products market in Europe includes markets across the U.K., Germany, France, and Rest of Europe. Similarly, Asia Pacific includes India, China, Japan, and Rest of Asia Pacific. Middle East & Africa includes the heat-not-burn products market analysis and forecast for GCC, South Africa, and Rest of Middle East & Africa. The South America heat-not-burn products market is segmented into Brazil, and Rest of South America.
- North America and Europe are highly attractive regions of the global market, owing to presence of key players such as Philip Morris International Inc. and British American Tobacco in these regions. Youngsters are mostly adopting new and technologically advanced devices as a safe substitute for tobacco, which is likely to surge the adoption of heat-not-burn products in the near future.
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Key Players Operating in the Global Market
- Currently, the global heat-not-burn products market is a consolidated market, due to presence of established players. Competition among these players is intense, and established companies are acquiring startup companies to expand their customer base as well as geographical reach.
- In 2018, Japan Tobacco Inc. (JT) acquired the tobacco business of Akij Group (Akij). The acquisition of Akij’s tobacco business has enabled JT Group to become the second-largest tobacco company in Bangladesh. It has further expanded JT Group’s operations in emerging markets, supporting its objectives for sustainable profit growth in the mid and long terms. A few of the key players operating in the global heat-not-burn products market are:
- British American Tobacco
- Imperial Brands
- JT International AG
- Korea Tobacco & Ginseng Corporation
- PAX Labs, Inc.
- Philips Morris International
- SHENZHEN AVBAD TECHNOLOGY CO., LTD