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Heated Tobacco Products Market Size, Share & Trends Analysis Report By Product (Stick, Leaf), By Distribution Channel (Offline, Online), By Region (North America, Europe, Asia Pacific), And Segment Forecasts, 2025 - 2030

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  • 80 Pages
  • March 2025
  • Region: Global
  • Grand View Research
  • ID: 5749444
Description Jump to:
The global heated tobacco products market size is expected to reach USD 898.86 billion by 2030, registering a CAGR 63.2% from 2025 to 2030. The growth is driven by rising consumer demand for reduced-risk tobacco products as they are claimed to be less harmful to health. Moreover, rise in marketing campaigns coupled with easy product approvals by the U.S. Food and Drug Administration (FDA) and the equivalent governing bodies from Europe and Asia is anticipated to fuel the product demand.

The market is driven by high growth of tobacco sector in Asia and North America. Rise in middle class population coupled with increasing disposable income is projected to drive the demand for Heated Tobacco Products (HTPs). Rising awareness regarding healthy lifestyle and availability of healthier alternatives is anticipated to drive the market growth. Moreover, growing purchasing power of consumers is anticipated to drive the adoption of both stick and leaf products over the forecast period.

Leading manufacturers operating in U.S., Italy, Germany, Croatia, and South Africa among others countries engage in product launches with increasing focus on specialty and premium HTPs. Advertising campaigns, rising number of tobacco shops, and marketing strategies by the FDA itself are anticipated to create growth opportunities for the heated tobacco products market.

North America is anticipated to rise due to rising consumer awareness along with growing product launches from the leading manufacturers. For instance, in April 2019, Philips Morris International entered into the U.S. market with its iQOS heated tobacco products. Asia Pacific, on the other hand, is anticipated to witness significant rise in product demand on account of the ban on E-cigarettes in the key countries. Rising investments from leading players are anticipated to create growth opportunities in the regional market during the forecast period.

Manufacturers engage in product launches and expanding their manufacturing capacity gain greater market share. Key players including Philips Morris International, Japan Tobacco International, and British American Tobacco engage in business strategies, such as acquisitions, mergers, online sales, and capacity expansion.

Heated Tobacco Products Market Report Highlights

  • The stick segment accounted for the largest revenue share of 72.0% in the heated tobacco products industry in 2024. The rising adoption of HTPs among modern consumers and their perception as a premium and less risky option has led to the increased production of heated tobacco sticks.
  • The online segment is expected to advance at the fastest CAGR during the forecast period in this industry. Online platforms allow consumers to purchase heated tobacco devices and accessories anywhere and anytime, and it is more convenient than having to visit physical stores with limited operating hours.
  • Asia Pacific accounted for a dominant revenue share of 68.9% in the global market for heated tobacco products in 2024. High smoking rates in regional economies such as Japan and China have resulted in increasing concerns about the health risks associated with conventional cigarettes.
  • The heated tobacco products market is highly competitive in nature with the presence of major players including Philips Morris International, Japan Tobacco International, and British American Tobacco.
  • Manufacturers focus on new product launches, capacity expansion, and product innovation to estimate existing and future demand patterns from the upcoming product segments

Why should you buy this report?

  • Comprehensive Market Analysis: Gain detailed insights into the global market across major regions and segments.
  • Competitive Landscape: Explore the market presence of key players worldwide.
  • Future Trends: Discover the pivotal trends and drivers shaping the future of the global market.
  • Actionable Recommendations: Utilize insights to uncover new revenue streams and guide strategic business decisions.

This Report Addresses:

  • Market intelligence to enable effective decision-making
  • Market estimates and forecasts from 2018 to 2030
  • Growth opportunities and trend analyses
  • Segment and regional revenue forecasts for market assessment
  • Competition strategy and market share analysis
  • Product innovation listing for you to stay ahead of the curve
  • COVID-19's impact and how to sustain in these fast-evolving markets

This product will be delivered within 1-3 business days.

Table of Contents

Chapter 1. Methodology and Scope
1.1. Market Segmentation & Scope
1.2. Market Definition
1.3. Information Procurement
1.3.1. Purchased Database
1.3.2. Internal Database
1.3.3. Secondary Sources & Third-Party Perspectives
1.3.4. Primary Research
1.4. Information Analysis
1.4.1. Data Analysis Models
1.5. Market Formulation & Data Visualization
1.6. Data Validation & Publishing
Chapter 2. Executive Summary
2.1. Market Snapshot
2.2. Segment Snapshot
2.3. Competitive Landscape Snapshot
Chapter 3. Heated Tobacco Products Market Variables, Trends & Scope
3.1. Market Lineage Outlook
3.1.1. Parent Market Outlook
3.1.2. Related Market Outlook
3.2. Industry Value Chain Analysis
3.2.1. Profit Margin Analysis (Industry-level)
3.3. Market Dynamics
3.3.1. Market Driver Analysis
3.3.2. Market Restraint Analysis
3.3.3. Market Opportunities
3.3.4. Market Challenges
3.4. Industry Analysis Tools
3.4.1. Porter’s Five Forces Analysis
3.5. Market Entry Strategies
Chapter 4. Consumer Behavior Analysis
4.1. Demographic Analysis
4.2. Consumer Trends and Preferences
4.3. Factors Affecting Buying Decision
4.4. Consumer Product Adoption
4.5. Observations & Recommendations
Chapter 5. Heated Tobacco Products Market: Product Estimates & Trend Analysis
5.1. Heated Tobacco Products Market, By Product: Key Takeaways
5.2. Product Movement Analysis & Market Share, 2024 & 2030
5.3. Market Estimates & Forecasts, By Product, 2018 - 2030 (USD Billion)
5.3.1. Stick
5.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
5.3.2. Leaf
5.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
Chapter 6. Heated Tobacco Products Market: Distribution Channel Estimates & Trend Analysis
6.1. Heated Tobacco Products Market, By Distribution Channel: Key Takeaways
6.2. Distribution Channel Movement Analysis & Market Share, 2024 & 2030
6.3. Market Estimates & Forecasts, by Distribution Channel, 2018 - 2030 (USD Billion)
6.3.1. Offline
6.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
6.3.2. Online
6.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
Chapter 7. Heated Tobacco Products Market: Regional Estimates & Trend Analysis
7.1. Heated Tobacco Products Market: Regional Outlook
7.2. Regional Marketplace: Key Takeaways
7.3. Market Estimates & Forecasts, by Region, 2018 - 2030 (USD Billion)
7.3.1. North America
7.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.1.2. U.S.
7.3.1.2.1. Key country dynamics
7.3.1.2.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.1.3. Canada
7.3.1.3.1. Key country dynamics
7.3.1.3.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.1.4. Mexico
7.3.1.4.1. Key country dynamics
7.3.1.4.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.2. Europe
7.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.2.2. U.K.
7.3.2.2.1. Key country dynamics
7.3.2.2.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.2.3. Germany
7.3.2.3.1. Key country dynamics
7.3.2.3.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.2.4. France
7.3.2.4.1. Key country dynamics
7.3.2.4.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.2.5. Italy
7.3.2.5.1. Key country dynamics
7.3.2.5.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.2.6. Spain
7.3.2.6.1. Key country dynamics
7.3.2.6.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.3. Asia Pacific
7.3.3.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.3.2. China
7.3.3.2.1. Key country dynamics
7.3.3.2.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.3.3. India
7.3.3.3.1. Key country dynamics
7.3.3.3.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.3.4. Japan
7.3.3.4.1. Key country dynamics
7.3.3.4.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.3.5. Australia & New Zealand
7.3.3.5.1. Key country dynamics
7.3.3.5.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.3.6. South Korea
7.3.3.6.1. Key country dynamics
7.3.3.6.2. Market estimates and forecast, 2018 - 2030 (USD Billion)
7.3.4. Rest of the World
7.3.4.1. Market estimates and forecast, 2018 - 2030 (USD Billion)
Chapter 8. Heated Tobacco Products Market: Competitive Analysis
8.1. Recent developments & impact analysis, by key market participants
8.2. Company Categorization
8.3. Participant’s Overview
8.4. Financial Performance
8.5. Product Benchmarking
8.6. Company Market Share Analysis, 2024 (%)
8.7. Company Heat Map Analysis
8.8. Strategy Mapping
8.9. Company Profiles
8.9.1. BAT
8.9.1.1. Company Overview
8.9.1.2. Financial Performance
8.9.1.3. Product Portfolios
8.9.1.4. Strategic Initiatives
8.9.2. Philip Morris Products S.A.
8.9.2.1. Company Overview
8.9.2.2. Financial Performance
8.9.2.3. Product Portfolios
8.9.2.4. Strategic Initiatives
8.9.3. JT International S.A.
8.9.3.1. Company Overview
8.9.3.2. Financial Performance
8.9.3.3. Product Portfolios
8.9.3.4. Strategic Initiatives
8.9.4. PAX Labs, Inc.
8.9.4.1. Company Overview
8.9.4.2. Financial Performance
8.9.4.3. Product Portfolios
8.9.4.4. Strategic Initiatives
8.9.5. Vapor Tobacco Manufacturing LLC
8.9.5.1. Company Overview
8.9.5.2. Financial Performance
8.9.5.3. Product Portfolios
8.9.5.4. Strategic Initiatives
8.9.6. Shenzhen Yukan Technology Co., Ltd.
8.9.6.1. Company Overview
8.9.6.2. Financial Performance
8.9.6.3. Product Portfolios
8.9.6.4. Strategic Initiatives
8.9.7. KT&G Corp.
8.9.7.1. Company Overview
8.9.7.2. Financial Performance
8.9.7.3. Product Portfolios
8.9.7.4. Strategic Initiatives
8.9.8. China National Tobacco Corporation
8.9.8.1. Company Overview
8.9.8.2. Financial Performance
8.9.8.3. Product Portfolios
8.9.8.4. Strategic Initiatives
8.9.9. Imperial Brands plc
8.9.9.1. Company Overview
8.9.9.2. Financial Performance
8.9.9.3. Product Portfolios
8.9.9.4. Strategic Initiatives
8.9.10. Altria Group, Inc.
8.9.10.1. Company Overview
8.9.10.2. Financial Performance
8.9.10.3. Product Portfolios
8.9.10.4. Strategic Initiatives
List of Tables
Table 1. Global heated tobacco products market: Key market driver analysis
Table 2. Global heated tobacco products market: Key market restraint analysis
Table 3. Global heated tobacco products market estimates & forecast, by product (USD Billion)
Table 4. Global heated tobacco products market estimates & forecast, by distribution channel (USD Billion)
Table 5. Global heated tobacco products market estimates & forecast, by region (USD Billion)
Table 6. North America heated tobacco products market estimates and forecast, by country, 2018 - 2030 (USD Billion)
Table 7. North America heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 8. North America heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 9. U.S. macro-economic outlay
Table 10. U.S. heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 11. U.S. heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 12. Canada macro-economic outlay
Table 13. Canada heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 14. Canada heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 15. Mexico macro-economic outlay
Table 16. Mexico heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 17. Mexico heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 18. Europe heated tobacco products market estimates and forecast, by country, 2018 - 2030 (USD Billion)
Table 19. Europe heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 20. Europe heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 21. U.K. macro-economic outlay
Table 22. U.K. heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 23. U.K. heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 24. Germany macro-economic outlay
Table 25. Germany heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 26. Germany heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 27. France macro-economic outlay
Table 28. France heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 29. France heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 30. Italy macro-economic outlay
Table 31. Italy heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 32. Italy heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 33. Spain macro-economic outlay
Table 34. Spain heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 35. Spain heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 36. Asia Pacific heated tobacco products market estimates and forecast, by country, 2018 - 2030 (USD Billion)
Table 37. Asia Pacific heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 38. Asia Pacific heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 39. China macro-economic outlay
Table 40. China heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 41. China heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 42. India macro-economic outlay
Table 43. India heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 44. India heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 45. Japan macro-economic outlay
Table 46. Japan heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 47. Japan heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 48. Australia & New Zealand macro-economic outlay
Table 49. Australia & New Zealand heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 50. Australia & New Zealand heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 51. South Korea macro-economic outlay
Table 52. South Korea heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 53. South Korea heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 54. Rest of the World heated tobacco products market estimates and forecast, by country, 2018 - 2030 (USD Billion)
Table 55. Rest of the World heated tobacco products market estimates and forecast, by product, 2018 - 2030 (USD Billion)
Table 56. Rest of the World heated tobacco products market estimates and forecast, by distribution channel, 2018 - 2030 (USD Billion)
Table 57. Recent developments & impact analysis, by key market participants
Table 58. Company market share, 2024 (%)
Table 59. Company heat map analysis, 2024
Table 60. Companies implementing key strategies
List of Figures
Fig. 1 Heated tobacco products market segmentation
Fig. 2 Information procurement
Fig. 3 Primary research pattern
Fig. 4 Primary research approaches
Fig. 5 Primary research process
Fig. 6 Market snapshot
Fig. 7 Segment snapshot
Fig. 8 Regional snapshot
Fig. 9 Competitive landscape snapshot
Fig. 10 Global parent industry and heated tobacco products market size (USD Billion)
Fig. 11 Global heated tobacco products market size, 2018 to 2030 (USD Billion)
Fig. 12 Heated tobacco products market: Penetration & growth prospect mapping
Fig. 13 Heated tobacco products market: Value chain analysis
Fig. 14 Heated tobacco products market: Dynamics
Fig. 15 Heated tobacco products market: Porter’s five forces analysis
Fig. 16 Heated tobacco products market estimates & forecast, by product (USD Billion)
Fig. 17 Heated tobacco stick market estimates & forecasts, 2018 - 2030 (USD Billion)
Fig. 18 Heated tobacco leaf market estimates & forecasts, 2018 - 2030 (USD Billion)
Fig. 19 Heated tobacco products market estimates & forecast, by distribution channel (USD Billion)
Fig. 20 Heated tobacco products market estimates & forecasts through offline channels, 2018 - 2030 (USD Billion)
Fig. 21 Heated tobacco products market estimates & forecasts through online channels, 2018 - 2030 (USD Billion)
Fig. 22 Heated tobacco products market: Regional outlook, 2024 & 2030 (USD Billion)
Fig. 23 Regional marketplace: Key takeaways
Fig. 24 North America heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 25 US heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 26 Canada heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 27 Mexico heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 28 Europe heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 29 Germany heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 30 UK heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 31 France heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 32 Italy heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 33 Spain heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 34 Asia Pacific heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 35 China heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 36 India heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 37 Japan heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 38 Australia & New Zealand heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 39 South Korea heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 40 Rest of the World heated tobacco products market estimates & forecast, 2018 - 2030 (USD Billion)
Fig. 41 Key company categorization
Fig. 42 Company market share analysis, 2024
Fig. 43 Strategic framework of heated tobacco products

Companies Mentioned

  • BAT
  • Philip Morris Products S.A.
  • JT International S.A.
  • PAX Labs, Inc.
  • Vapor Tobacco Manufacturing LLC
  • Shenzhen Yukan Technology Co., Ltd.
  • KT&G Corp.
  • China National Tobacco Corporation
  • Imperial Brands plc
  • Altria Group, Inc.

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About the Heat Not Burn Product Market

Heat Not Burn (HNB) products are a type of tobacco product that heats tobacco instead of burning it. This process produces a vapor that contains nicotine, but with fewer toxins than traditional cigarettes. HNB products are becoming increasingly popular as an alternative to smoking, as they are perceived to be less harmful than cigarettes. HNB products are available in a variety of forms, including pre-filled cartridges, loose-leaf tobacco, and disposable devices. They are typically sold in convenience stores, gas stations, and online retailers. HNB products are regulated differently than traditional cigarettes in many countries. In the United States, the Food and Drug Administration (FDA) has classified HNB products as tobacco products, and they are subject to the same regulations as cigarettes. Some of the companies in the HNB product market include Philip Morris International, British American Tobacco, Imperial Brands, Japan Tobacco International, and Fontem Ventures. Show Less Read more

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