According to a report by the Nikkei on June 23rd, BAT Japan, the Japanese subsidiary of British American Tobacco (BAT), announced that it will promote a new type of heated tobacco product “Glo Hilo” nationwide starting from September 1st. This product was first launched in Miyagi Prefecture on June 9th and will then be sold nationwide.
On the same day, British American Tobacco Japan held a strategic press conference in Tokyo. Tadeu Marroco, the CEO of British American Tobacco who is visiting Japan, said:
Japan is a developed market, and the sales volume of smokeless products has exceeded that of ordinary cigarettes. We hope to bring the market back on the growth track.
Glo Hilo uses infrared rays and quartz with excellent thermal conductivity. It can be heated to 370 degrees in just 5 seconds, enhancing the e-cigarette experience. The manufacturer’s suggested retail price is 3,980 Japanese yen (25 US dollars).
According to the prediction of the British research firm Euromonitor, by 2024, Philip Morris International, the seller of IQOS, will occupy the largest share (69.8%) of the heated tobacco market in Japan, while British American Tobacco will maintain the second position with a share of 16.3%.