Authored By: Sarah
11 Jul 2024

 Heat-Not-Burn Tobacco Products Market Size to grow by USD 91264 million between 2024-2028

According to a research report “ Heat-Not-Burn Tobacco Products Market” by Product (Devices, Capsules, Vaporizers) Distribution Channel (Offline, Online) Geography (APAC, North America, Europe, Middle East and Africa, South America)- Global Forecast to 2028 published by Technavio, the market size is estimated to grow by USD 91264 million, at a CAGR of  37.74% during the forecast period. The rising cost-effectiveness of heat-not-burn tobacco products is fueling the expansion of the smoke-free market in various regions. Heat-not-burn devices and capsules offer a more economical alternative to conventional tobacco products, which are becoming increasingly expensive due to rising taxes in numerous countries. This price disparity makes heat-not-burn tobacco products an attractive choice for budget-conscious consumers, leading to a surge in their adoption in the US market. According to the Tobacco Vapor Electronic Cigarette Association (TVECA), the initial investment for heat-not-burn starter kits ranges from USD30 to USD100, while the cost of replacement capsules is approximately USD600. This represents a substantial savings for an average heavy smoker who typically spends around USD2,000 per year on traditional cigarettes.

Browse market data tables, figures, and in-depth TOC on “Heat-Not-Burn Tobacco Products Market” by Product (Devices, Capsules, Vaporizers) Distribution Channel (Offline, Online) Geography (APAC, North America, Europe, Middle East and Africa, South America) Global Forecast to 2028. Download Free Sample


By Product, the Devices segment is projected to dominate the market size in 2024

The offline distribution channel segment, comprising retail shops, supermarkets, hypermarkets, and other traditional tobacco stores, is projected to maintain its market dominance for heat-not-burn (HnB) tobacco products. Initially, HnB devices were primarily sold at retail outlets such as vape shops and petrol stations, providing customers with the opportunity to test and compare various gadgets before purchasing. Additionally, the availability of dedicated smoking rooms in clubs and organizations is anticipated to boost the retail shop category's growth. The allure of HnB devices' attractive packaging, readily accessible through offline channels, is a significant contributing factor to the market's expansion during the forecast period.

By Distribution Channel, Offline  segment is expected to hold the largest market size for the year 2024

In the global heat-not-burn tobacco products market by 2023, devices held the largest market share. The industry was characterized by a high degree of concentration, with a few major regional and global players dominating the landscape. Notable vendors included Philip Morris International's I Quit Ordinary Smoking (IQOS), British American Tobacco's glo and glo iFuse. Factors such as the proliferation of heat-not-burn tobacco device test launches in various countries and the relatively lower consumer expenditure on these products compared to conventional cigarettes are projected to fuel market expansion throughout the forecast period. Heat-not-burn tobacco devices typically consist of starter kits containing a charger, a device holder, and a heating unit.

APAC is forecasted to hold the largest market size by region in 2024

The Heat-Not-Burn Tobacco Products market represents a significant growth opportunity for businesses in the tobacco industry. These innovative devices heat tobacco without burning it, delivering a more controlled and potentially less harmful experience for consumers. Market trends indicate a shift towards reduced-risk alternatives, making Heat-Not-Burn products an attractive proposition for tobacco companies seeking to expand their product offerings and cater to health-conscious consumers.

The Heat-Not-Burn Tobacco Products Market growth and forecasting report also includes detailed analyses of the competitive landscape of the market growth and forecasting and information about 20 market companies, including:

  • British American Tobacco Plc
  • Imperial Brands Plc
  • iSmoke Vapor Inc.
  • Japan Tobacco Inc.
  • JFT Co. Ltd.
  • KT and G Corp.
  • Mysmok Electronic Technology
  • Pax Labs Inc.
  • Philip Morris International Inc.
  • SLANG Worldwide Inc.
  • Vapor Tobacco Manufacturing

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Research Analysis Overview

The Heat-Not-Burn (HNB) tobacco products market is witnessing significant growth as more consumers turn to electronic HTP (Heat-To-Pause) and flame-activated HTP devices. These innovative tobacco solutions produce nicotine-laced vapour without the combustion of tobacco leaf, reducing the exposure to harmful chemicals typically found in cigarette smoke. The HNB sector caters to health-conscious individuals seeking lower health risks compared to conventional cigarettes. Electronic devices, such as vaporizers and capsules, are gaining popularity among young populations, especially online platforms and retail stores. However, it's crucial to note that HNB products still contain nicotine and harmful chemicals, albeit in lower quantities than conventional tobacco. Chewing tobacco, another form of tobacco consumption, also poses dangerous side-effects. Prohibition and taxes on tobacco products can impact the market growth, but the allure of flavors and convenience keeps the demand high. Despite the potential benefits, it's essential to remember that all tobacco products, including HNB, should be used responsibly and cautiously. Consumers must be aware of the chemicals and nicotine content in these products and consult their healthcare providers for any concerns. In conclusion, the HNB tobacco products market is a dynamic and evolving sector, offering innovative solutions to traditional tobacco consumption. While they present lower health risks than conventional cigarettes, it's essential to remember that they still contain nicotine and harmful chemicals. Consumers must make informed decisions and use these products responsibly.

Market Research Overview

The Heat-Not-Burn (HNB) tobacco products market is witnessing significant growth, with online retail and specialty stores emerging as popular channels for sales. Hypermarkets and supermarkets are also stocking up on these electronic devices, which produce nicotine-laced vapor by heating tobacco leaf without burning it. HNB devices come in two main types: electronic HTP (Heat-Not-Burn Tobacco) and flame-activated HTP. Compared to conventional cigarettes, HNB devices offer harm reduction tactics for smokers looking for health-conscious choices. However, they still contain toxic substances like tar and harmful chemicals, albeit in lower amounts. The HNB sector is seeing intense competition from electronic cigarettes (e-cigarettes) and traditional cigarette sales. Medical professionals are divided on the long-term health effects of HNB products. While some argue they present lower health risks than conventional cigarettes, others warn of potential dangerous side-effects. Global manufacturers are investing heavily in this sector, targeting the young population with various flavors and smokeless alternatives. Prohibition and taxes on HNB products vary widely, with some health bodies advocating for stricter regulations due to concerns over health risks. Traditional tobacco stores and supermarkets are stocking HNB products alongside vaporizers, capsules, and e-cigarettes. As consumers become more aware of the health risks associated with cigarette smoke and processed tobacco, HNB devices are gaining popularity as a potentially safer alternative.


Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200

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