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Home » Consumer Goods » Heat-Not-Burn Market Size, Share Report

Heat-Not-Burn Market By Product Type (Devices, Tobacco Sticks, Capsules/Cartridges, Accessories); By User Type (Regular Smokers, Occasional Smokers, Non-Smokers [Users switching from vaping or non-combustible alternatives]); By Flavor (Tobacco Flavor, Menthol Flavor, Fruit Flavor, Others [Custom/Unique Flavors]); By Age Group (18-24, 25-44, 45 and above); By Geography, Segment revenue estimation, Forecast, 2024-2032.

Published On: OCT-2024   |   Base Year: 2022   |   No Of Pages: 150   |   Historical Data: 2017-2021   |   Formats: PDF   |   Report ID: 41836870

The heat-not-burn market was worth USD 20.3 billion in 2023 and will be worth USD 214.83 billion by 2030, growing at a CAGR of 34.3% during the forecast period.

 

The heat-not-burn (HNB) market is fueled by growth in the quest for a non-conventional smoking delivery system, as well as growing health consciousness in combustible tobacco products. According to the World Health Organisation, more than one billion people in the world smoke, and many of those smokers are in search of a reduced-risk option. These are HNB products that heat tobacco instead of burning it, and they are said to have fewer toxicants than cigarettes. For instance, Philip Morris International has stated that more than twenty million adults will have transitioned to its Heat Not Burn IQOS device by 2022, proving the new trend. Other factors driving the formation include regulatory modifications, including the U.K.’s new bend towards freer regulation of HNB than traditional cigarettes. Subsequent evolution is also emerging progress, such as the release of British American Tobacco’s Glo Hyper X2 in 2023 is expanding the accessibility of HNB products for more markets and thus pushing forward the demand growth.

 

The global heat-not-burn (HNB) market remains a promising sector because of the constantly rising demand from customers who are looking for less hazardous alternatives to smoking conventional cigarettes and the enhancement of state-led programs for the mitigation of negative consequences of smoking. While currently, more than 80% of smokers from around the world live in LMICs, as awareness and disposable income rise, these consumers will seek out less hazardous forms of tobacco products. Japan is a good example, where HNB products already constitute more than a quarter of the tobacco market thanks to the early start and favorable legal prerequisites. In 2022, Philip Morris International launched the IQOS ILUMA series onto the international market with new and enhanced technologies that involve induction heating for efficiency and better experience. The growth in this market is expected to rise every term as more regions, such as Europe and some parts of Asia, continue to liberalize their policies on HNB products compared to combustible cigarettes.

 

Market Segmentation

By Product Type:

  • Devices

  • Tobacco Sticks

  • Capsules/Cartridges

  • Accessories

 

By User Type:

  • Regular Smokers

  • Occasional Smokers

  • Non-Smokers (Users switching from vaping or non-combustible alternatives)

 

By Flavor:

  • Tobacco Flavor

  • Menthol Flavor

  • Fruit Flavor

  • Others (Custom/Unique Flavors)

 

By Age Group:

  • 18-24

  • 25-44

  • 45 and above

 

By Region

North America

  • US

  • Mexico

  • Canada

  • Rest of North America

 

Europe

  • Switzerland

  • Russia

  • France

  • Germany

  • U.K

  • Finland

  • Turkey

  • Netherlands

  • Belgium

  • Spain

  • Italy

  • Rest of Europe

 

Asia Pacific

  • India

  • China

  • South Korea

  • Japan

  • Singapore

  • Thailand

  • Indonesia

  • Malaysia

  • Philippines

  • Australia

  • Rest of Asia-Pacific

 

LAMEA

  • Brazil

  • Argentina

  • Uruguay

  • Saudi Arabia

  • Rest of LAMEA

 

Asia-Pacific, especially Japan and South Korea, is the leading market for HNB because of the need to shift from traditional smoking and positive policies. In exploring and undertaking market research in Japan, HNB products are estimated to be about 30 percent of the total cigarette market, and they definitely replace traditional cigarettes, largely having preference among many smokers. The region has also been at the forefront in deploying HNB technologies and products, including the IQOS ILUMA by Philip Morris International in 2022 and Ploom X by Japan Tobacco Inc in 2023. The South Korean market is also growing due to enhanced clientele awareness of HNB products and the government’s policies supporting harm reduction. Technology factors and first-mover strategies and initiatives further enhance this regional dominance.

 

Key Players

  • Philip Morris International

  • British American Tobacco

  • Japan Tobacco Inc.

  • KT&G Corporation

  • Imperial Brands

  • China National Tobacco Corporation

  • Motrex

  • Vapelux Group

  • Shenzhen Yukan Technology

  • RRD Tobacco

Frequently Asked Question About This Report

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Table of Contents

1.     HEAT-NOT-BURN MARKET – PRODUCTION VOLUME BY REGION, (2024 – 2030)
1.1. North America
1.2. Europe
1.3. Asia Pacific
1.4. Latin America
1.5. Middle East & Africa
2.     HEAT-NOT-BURN MARKET – REVENUE ($MILLION), BY REGION, (2024 – 2030)
2.1. North America
2.2. Europe
2.3. Asia Pacific
2.4. Latin America
2.5. Middle East & Africa
3.    MARKET SHARE ANALYSIS –  HEAT-NOT-BURN MARKET
3.1. Top 20 Players with Product Mix, Revenue, and Sales Volume
3.2. Market Share, 2023
3.3. Market By Product Type of  HEAT-NOT-BURN and End Use Outlook Analysis
4.    HISTORIC TRENDS IN  HEAT-NOT-BURN MARKET
5.    EMERGING MARKET TRENDS
6.    NORTH AMERICA  HEAT-NOT-BURN MARKET ANALYSIS BY SEGMENT (COUNTRY-LEVEL ANALYSIS)
6.1. North America  HEAT-NOT-BURN Historical Market ($MILLION), (2017 – 2023)
6.2. North America  HEAT-NOT-BURN Market ($MILLION) and Forecasts (2024 – 2030)
6.3. North America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Product Type
6.3.1. Devices
6.3.2. Tobacco Sticks
6.3.3. Capsules/Cartridges
6.3.4. Accessories
6.4. North America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By User Type
6.4.1. Regular Smokers
6.4.2. Occasional Smokers
6.4.3. Non-Smokers
6.5. North America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Flavor
6.5.1. Tobacco Flavor
6.5.2. Menthol Flavor
6.5.3. Fruit Flavor
6.5.4. Others (Custom/Unique Flavors)
6.6. North America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Age Group
6.6.1. 18-24
6.6.2. 25-44
6.6.3. 45 and above
6.7. North America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Geography
6.7.1. USA
6.7.2. Canada
6.7.3. Rest of North America
7.    USA  HEAT-NOT-BURN MARKET ANALYSIS BY SEGMENT (COUNTRY-LEVEL ANALYSIS)
8.    EUROPE  HEAT-NOT-BURN MARKET ANALYSIS BY SEGMENT (COUNTRY-LEVEL ANALYSIS)
8.1. Europe  HEAT-NOT-BURN Historical Market ($MILLION), (2017 – 2023)
8.2. Europe  HEAT-NOT-BURN Market ($MILLION) and Forecasts (2024 – 2030)
8.3. Europe  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Product Type
8.4. Europe  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By User Type
8.5. Europe  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Flavor
8.6. Europe  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Age Group
8.7. Europe  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Geography
8.7.1. Germany
8.7.2. France
8.7.3. UK
8.7.4. Italy
8.7.5. Spain
8.7.6. Rest of Europe
9.    APAC  HEAT-NOT-BURN MARKET ANALYSIS BY SEGMENT (COUNTRY-LEVEL ANALYSIS)
9.1. APAC  HEAT-NOT-BURN Historical Market ($MILLION), (2017 – 2023)
9.2. APAC  HEAT-NOT-BURN Market ($MILLION) and Forecasts (2024 – 2030)
9.3. APAC  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Product Type
9.4. APAC  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By User Type
9.5. APAC  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Flavor
9.6. APAC  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Age Group
9.7. APAC  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Geography
9.7.1. China
9.7.2. Japan
9.7.3. South Korea
9.7.4. India
9.7.5. Australia
9.7.6. Rest of APAC
10.    LATIN AMERICA  HEAT-NOT-BURN MARKET ANALYSIS BY SEGMENT (COUNTRY-LEVEL ANALYSIS)
10.1. Latin America  HEAT-NOT-BURN Historical Market ($MILLION), (2017 – 2023)
10.2. Latin America  HEAT-NOT-BURN Market ($MILLION) and Forecasts (2024 – 2030)
10.3. Latin America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Product Type
10.4. Latin America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By User Type
10.5. Latin America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Flavor
10.6. Latin America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Age Group
10.7. Latin America  HEAT-NOT-BURN Market Type ($MILLION), and Forecasts (2024 – 2030), By Geography
10.7.1. Brazil
10.7.2. Argentina
10.7.3. Rest of Latin America
11.    COMPANY PROFILES:
11.1. Philip Morris International
11.1.1. Company Overview  
11.1.2. Company Snapshot  
11.1.3. Operating business segments
11.1.4. Product offered and Revenue
11.1.5. Production & Sales
11.2. British American Tobacco
11.3. Japan Tobacco Inc.
11.4. KT&G Corporation
11.5. Imperial Brands
11.6. China National Tobacco Corporation
11.7. Motrex
11.8. Vapelux Group
11.9. Shenzhen Yukan Technology
11.10. OTHER MARKET PLAYERS