Japan maintains relatively strict regulations on disposable e-cigarettes, mainly reflected in three areas: sales and usage restrictions, regulatory and certification requirements, and advertising and marketing controls. The details are as follows:
According to Euromonitor data, Japan’s e-cigarette market has shown steady growth from 2018 to 2023. In 2023, e-cigarette product sales reached approximately 17.9 million sticks / 13.8 million sets, generating revenue of USD 177 million, accounting for 1.48% of the total next-generation tobacco market.
According to data disclosed by ECigIntelligence, disposable e-cigarettes account for approximately 40% of total global e-cigarette sales volume. Based on Japan’s overall e-cigarette sales, the sales volume of disposable e-cigarettes in Japan in 2024 is estimated at approximately 5.84 million sets.
In 2023, Rockvill Inc (Dr.Vape) ranked first in Japan’s e-cigarette market with a market share of 36.4%, followed by Hal Co Ltd (Dr Stick) with a market share of 31.4%. Air Co Ltd (Air mini) held 7.3% of the market. The remaining companies/brands accounted for 24.9% of the market. Overall, the disposable e-cigarette market in Japan is relatively concentrated.
In the Japanese disposable e-cigarette market, key products such as Vuse Zero Nic Sensations and Vuse Go 700 have gained significant popularity due to their portability and affordability, making them an important part of the market.
According to data from Euromonitor, in 2023, there were approximately 8.895 million male smokers in Japan, accounting for 17.6% of the adult population. Female smokers numbered over 2.637 million, making up 4.8% of the adult population. Overall, the number of smokers in Japan has been declining year by year.
According to Euromonitor data, in 2023, there were approximately 353,500 male e-cigarette users in Japan, accounting for 0.7% of the adult population. Female e-cigarette users numbered over 108,800, making up 0.2% of the adult population. Overall, the number of e-cigarette users in Japan has grown rapidly.
In the Japanese market, the proportion of male e-cigarette users within the overall smoker population has been increasing. In 2023, the proportion of male e-cigarette consumers within the total smoker population exceeded 3.5%. For females, the proportion of e-cigarette consumption in 2023 exceeded 4%, which is higher than for males.
6.Disposable E-Cigarette Consumption Power in Japan
According to data from the World Bank, Japan’s per capita Gross National Income (GNI) has shown fluctuating growth from 1995 to 2023. In 2023, the per capita GNI reached USD 38,990.35, a year-on-year increase of 5.03%. This growth in national income provides a solid consumption power for disposable e-cigarettes in Japan, indicating strong market potential for the future of Japan’s disposable e-cigarette market.
