The Smokeless Tobacco Experience Is Here to Stay
Smoking is going through its version of a "rebrand," so to speak. Facing falling tobacco sales and a waning user base, tobacco manufacturers are having an identity crisis, now shifting their focus elsewhere.
Traditional cigarette sales continue to decline. Data from the World Health Organization suggest that only one out of five adults globally still consume tobacco, a stark difference from the 1:3 ratio in 2000. In general, smoking prevalence has declined by 27 percent for men and 38 percent for women since 1990.
Demand for heated tobacco products, or HTCs, however, is expanding every year. Much like e-cigarettes, HTPs make use of heat to "volatilize nicotine below the point of combustion." So instead of smoke, users inhale aerosol. Still, Euromonitor International, an independent aggregator of global market analysis, suggests that the market sales for heated tobacco products reached $35.2 billion in 2023 and $40.6 billion in 2024.
In the middle of the race is Japan Tobacco International (JTI). Recently, it welcomed to the Philippine market its flagship HTP, Ploom X Advanced. Part of the reason for its launch in the Philippines (the first outside of Japan in Asia) is attributed to its solid consumer market here. For JTI's Ploom X, its 90 to 95 percent substance reduction rate only adds to the appeal of the needs of the evolving adult smokers in the Philippines and beyond.
JTI's HeatFlow™ technology in Ploom X Advanced provides real tobacco taste without the smoke, ash, and smell.
'Good Design Award'
Last October 2024, JTI's flagship Ploom X Advanced won the 2024 Good Design Award for its innovative tobacco heating device. This marks the first time a heated tobacco device has received this recognition. Ploom X Advanced enjoys the benefits of JTI's HeatFlow™ technology. Users appreciate how it retains much of the same taste as real tobacco without the smoke, ash, and smell that comes with smoking.
Its sleek, futuristic design was commended for producing a "harmonious" user experience. To their credit, designers at JTI emphasized the need for a good sensorial delivery and constant vapor intensity all while having a decent duration. The average runtime of a Ploom X Advanced session is about five minutes, and its compact size makes it easy enough for someone to put the device in their pockets.
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In addition, the Ploom X Advanced Kit boasts customizability, positioning itself as a lifestyle product of sorts (the official Ploom X Club cafe in Ginza, Tokyo provides Ploom users a space to work and play). Users are encouraged to choose from a selection of different sleeves and replaceable front panels to reflect a person's personality.
JTI has also shown a willingness to collaborate with designers to boost the visibility of Ploom X worldwide. Interestingly, the group has even worked with renowned French designer Ora ïto for special edition Ploom X devices and accessories at Rome Fiumicino Airport.
Ploom lifestyle cafe in Ginza
What's Next for JTI and Ploom X?
For the JTI Group, tobacco makes up a chunk of its business (91 percent of it, to be exact), followed by processed foods and pharmaceuticals. Under the JTI tobacco umbrella remain favorites like Winston, Camel, and MEVIUS. Ploom, on the other hand, falls under its RRPs (Reduced-Risk Products), together with Logic vapes, Nordic spirit nicotine pouches, and infused tobacco products.
Representatives from JTI say that RRPs are expected to see an eight-percent annual growth in the next decade. As it stands, Ploom is still the fastest-growing heated tobacco product in Japan. It also has a strong presence in markets like the United Kingdom, Italy, South Korea, and Spain.
Today, Ploom X is available in 24 markets, including the Philippines (JTI Philippines has had a manufacturing facility in Batangas since 2017 and now has a Global Business Services center in Manila), where it is the fastest-growing tobacco company around. This figure is a steady increase compared to the year 2023 when it only had 13 markets worldwide.
JTI aims to reach more than 40 markets by next year. By 2035, heated-tobacco products such as Ploom X will have a bigger sales footprint than actual cigarettes. It closed the year 2024 with an 80-percent stronghold in the global heated tobacco sticks category.
Ploom X Advanced comes in an array of colors including black, navy blue, and gold.
The company has allocated investments in alternative products totaling 450 billion yen (around US$3 billion) for RRP between 2024 and 2026. RRPs are tobacco products that are likely to have the potential to present less harm to smokers compared to smoking. The company expects to recoup its investments beginning in 2028.
“The year 2024 has been a landmark one for JTI in the market, so it is a very exciting time for us," JTI Philippines General Manager John Freda said during Ploom's launch in Manila. "With the introduction of Ploom, it is another remarkable milestone as we are proud to be the first in Asia, outside of Japan, to launch the brand—a sign of our commitment to continue building on our expanding market presence."
