Japan E-Cigarette Market Research Report: By Product (Cig-a-like, Vaporizer, Vape Mod, T-Vapor), Gender, Age-Group, Distribution Channel (Vape Shops, Online, Hypermarket/Supermarket, Tobacconist) Regional Insight (Hokkaido, Tohoku, Kanto, Chubu, Kansai, Chugoku, Shikoku, Kyushu & Okinawa) – Industry Size, Share, Competition Analysis, and Growth Forecast to 2024

  • Published: June 2019
  • Report Code: SE11685
  • Available Format: PDF
  • Pages: 102

Japan E-Cigarette Market Overview

The Japan e-cigarette market has reached $1.2 billion in 2018, exhibiting a CAGR of 22.6%, during the forecast period of 2019-2024. The factors driving the growth of the market include increasing product innovations by manufacturers, fostering demand for smokeless and ash-less vaping, and focus on mitigating health risks in Japan.

On the basis of region, Kanto held the largest share in the Japan e-cigarette market in 2018. The rising number of new users and ex-smokers have been driving the e-cigarette market in the region. It is also the most urbanized region in the country, wherein some of the major cities of the region including Tokyo, Chiba, and Kanagawa are contributing to the growth of the e-cigarette market.

Japan E-Cigarette Market

Based on distribution channel, Japan e-cigarette market is classified into vape shops, tobacconist, hypermarket/supermarket, online, and others, wherein others include convenience stores, gas stations, vending machines, pharmacies, and general shops. Of these, online channel is expected to outpace tobacconists as the largest distribution channel by 2024. There are relatively few barriers in setting-up a new online business and also perceived to be the best platform to meet consumer demand. Additionally, discounts offered by the online players like Rakuten, and Amazon Japan is observed to be a key factor for the consumers to shift toward online channels for buying e-cigarettes.

Based on gender, Japan e-cigarette market is classified into male and female. Among these, male consumers held the larger share in the Japan e-cigarette market in 2018. Consumption of tobacco has remained a taboo for majority of the female consumers in the region, and this trend has impacted the adoption of e-cigarettes among the female population.

Japan E-Cigarette Market Dynamics

Japan E-Cigarette Market

Growth Drivers

Smoke generated from burning tobacco is equally harmful to humans as it is to the environment. E-cigarettes eliminate the emission of smoke and instead, produce mist, which easily dissolves in the air within seconds. This reduces the side-effects of smoking tobacco to a greater extent. As e-cigarettes don’t produce smoke and ash, they can be used in places where cigarette smoking is not allowed due to harmful health effects posed by traditional cigarettes. On account of this, smokeless and ash-less vaping is driving the e-cigarette market in the country.


Introduction of a variety of e-cigarettes and vaping devices in the market has made a significant impact on consumers’ attitude toward smoking. E-cigarettes are increasingly impacting the lifestyle of those addicted to smoking and those seeking to quit tobacco. The fewer negative health impacts of e-cigarettes over the combustible cigarettes are prime reason affecting the adoption of e-cigarettes among consumers. Due to this, e-cigarette manufacturers are rapidly opening retail outlets and vaping stores to promote their products to cater to the change in lifestyle preferences of consumers in the e-cigarette market.


With a rapid rise in the number of consumers addicted to tobacco smoking in Japan, the e-cigarettes are gaining value as an alternative to traditional tobacco cigarettes. Tobacco companies are shifting from traditional tobacco products to next-generation vaping devices, attributed to a greater number of populace, particularly teens, suffering from serious health concerns caused by tobacco intake. With a focus on replacing traditional tobacco cigarettes and providing healthier and less chemical vaping technology, the Japanese e-cigarette market is expected to register a huge growth in the forecast period.

Japan E-Cigarette Market Competitive Landscape

The Japan e-cigarette market is highly competitive in nature, with companies such as Philip Morris International Inc., Japan Tobacco Inc., British American Tobacco plc, and Imperial Brands plc, operating as key players. These players are involved in merger & acquisitions, and product launches to enhance their market share.

Japan E-Cigarette Market

Philip Morris International Inc., British American Tobacco p.l.c., Altria Group Inc., Japan Tobacco Inc., Imperial Brands PLC, JUUL Labs Inc., Shenzhen iSmoka Electronics Co., Ltd., Shenzhen IVPS Technology Corporation Ltd., Innokin Technology Co. Ltd, Shenzhen Kanger Technology Co., Ltd., and Pax Labs, Inc. are some of the major players in the Japan e-cigarette market.

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