According to Euromonitor, Japan continues to lead the global HNB market with a 32.14% share in 2024 — more than triple the next largest country, Italy (10%+). Together, these two nations account for nearly half of total global HNB sales, underscoring their strategic importance in shaping global demand and regulatory frameworks.
Italy’s growth stems from the harm-reduction mindset embedded in European public health policy and the rise of localized innovation driven by brands like IQOS ILUMA and Glo Hyper.
2. Equipment Market Structure
The HNB device (heating kit) market remains relatively small but highly concentrated in East Asia.
Japan leads with 31.82% of global device sales, followed by South Korea (8.64%).
This reflects consumers’ strong preference for technologically refined, reusable products — an area where East Asia has set global standards for user experience and hardware design.
The high penetration in Japan and South Korea also aligns with strong government oversight and public acceptance of scientifically evaluated harm-reduction products.
3. Cartridge Market Distribution
Cartridge (heat stick) sales are even more concentrated, dominated by Japan and Russia, which together represent almost 50% of global volume.
Japan: 36.22%
Russia: 13.61%
Europe shows steady expansion — Italy and Poland are key emerging markets. In Asia, South Korea (7.46%) maintains its position as a mature and profitable market.
This regional structure highlights two parallel models: Japan’s premium innovation-driven ecosystem and Russia’s value-based mass market adoption.
4.Regional Insights
| Region | Key Market | Market Share | Growth Features |
|
East Asia |
Japan, South Korea | ~ 40% |
Mature technology, high brand loyalty, and a sound regulatory system |
| Europe | Italy, Russia, Poland | ～35% |
Gradual opening up of regulations, diversified market structure, and increased acceptance |
| Southeast Asia | Philippines, Indonesia, Malaysia | ~ 10% |
Policies are gradually being relaxed, and potential consumption is growing significantly. |
| Middle East & Africa | UAE, Turkey, South Africa | ~ 5% |
High-end market concentration, import-driven growth |
The global HNB landscape is bi-polarized — dominated by East Asia and Europe but increasingly influenced by emerging markets in Southeast Asia and the Middle East.
As regulation matures and innovation continues, regional diversification will define the next growth cycle.
The regional structure of the heated tobacco market underscores one clear fact: Asia leads in technology and culture, while Europe leads in regulation and adaptation.
Japan’s early adoption has set a model for mature, regulated growth, while Italy and Russia demonstrate how cultural openness and economic flexibility fuel sustained expansion.
As emerging markets begin to align regulatory frameworks, the HNB category is poised for its next global expansion phase — defined by regional innovation and balanced compliance.
