Revolutionizing Tobacco Trends:

Vapor, Heat, and Inhaled Innovations

2024 Tobacco Trends

2024 Tobacco Trends

In the realm of international tobacco, names like Marlboro, Camel, Lucky Strike, Davidoff, and Mild Seven resonate with Chinese consumers. The traditional giants, including Philip Morris International, British American Tobacco, and Japan Tobacco International, have long established a global footprint, combining globally popular brands with regional favorites.

British American Tobacco cigarette brand architecture

British American Tobacco cigarette brand architecture

Yet, with the swift evolution of new tobacco products, these industry leaders are reshaping their brand strategies, placing new tobacco products at the forefront of their plans. Intriguingly, a unanimous recognition of three pivotal product categories—”aerosolization, heating, and orally inhaled tobacco”—has emerged among key players like Philip Morris International, British American Tobacco, Oriental Odyssey Group, and Imperial Tobacco, all foreseeing these as the future of their enterprises.



Aerosol Electronic Cigarettes: Leading the Charge

When delving into new tobacco products, the spotlight turns to aerosol electronic cigarettes, particularly the rise of pod-based options, also known as “small cigarettes.”

JUUL once led the category in the U.S., but FDA restrictions saw British American Tobacco’s VUSE and Oriental Odyssey Group’s NJOY take the lead. Globally, Imperial Tobacco’s blu brand wields influence.

In 2013, Reynolds Tobacco launched “VUSE,” pre-dating JUUL by years. Following British American Tobacco’s full acquisition of Reynolds Tobacco in 2017, VUSE has become a dominant force in multiple electronic cigarette markets. Notably, VUSE stands out as the first aerosol electronic cigarette brand authorized through the PMTA process, holding the most authorizations. NJOY, under Oriental Odyssey Group, closely follows, benefitting from technical support by Smoore International.

Juul e-cigarette

Juul e-cigarette

Heating Products: IQOS Pioneers, with Challengers “glo,” “ploom”

Beyond aerosol electronic cigarettes, heated but non-burning products have gained popularity. In 2014, Philip Morris International introduced IQOS, pioneering large-scale production. Leveraging the concept of “heating but not burning,” IQOS gained rapid acclaim, earning the moniker of the “iPhone” of the tobacco industry.

Reynolds Tobacco, with a longer history than Philip Morris International, introduced “glo” after being acquired by British American Tobacco. IQOS, however, positioned itself as the pioneer in large-scale, market-oriented production. By Q3 2023, IQOS boasted around 27.4 million users, dominating the heated non-burning market with 32.5 billion units sold. Japan Tobacco International’s “ploom” also secured a substantial market share, challenging IQOS and “glo.”

IQOS from Philip Morris

IQOS from Philip Morris

Orally Inhaled Tobacco: From Niche to Global Stage

Orally inhaled tobacco, originating in Europe and popularized in Sweden, witnessed a surge in the U.S. with the introduction of Swedish Match’s “ZYN” in 2017—a non-tobacco modern oral nicotine product. In 2022, Philip Morris International’s $16 billion acquisition of Swedish Match highlighted the growth potential of ZYN. By Q3 2023, ZYN’s U.S. sales reached 105.4 million cans, commanding a 70.8% market share globally, surpassing 200 million cans worldwide.

Following suit, British American Tobacco entered the orally inhaled tobacco market with the “Velo” brand (formerly Lyft), competing with ZYN. Financial reports by June 2023 revealed Velo holding a 28.4% market share in top markets, generating £241 million in revenue.

In exploring these new avenues— “aerosolization, heating, and orally inhaled tobacco”—international tobacco giants are charting a transformative course away from traditional tobacco. Only time will reveal whether these shifts are destined or aspirational.



In the last, let me introduce the tobacco companies mentioned in this article.

(You can also check this post for further details – 5 TOP TOBACCO GIANT COMPANIES IN 2023)

  1. Philip Morris International (PMI):

– Background: A leading international tobacco company, PMI is known for iconic brands such as Marlboro. In recent years, PMI has been at the forefront of transforming the tobacco industry by investing heavily in alternative products like heated tobacco (IQOS) and other smoke-free alternatives.

– Key Product: IQOS – A heated tobacco product that has gained widespread attention and market share.

  1. British American Tobacco (BAT):

– Background: A multinational tobacco company with a diverse portfolio of cigarette and tobacco brands. BAT is committed to exploring and investing in innovative products to adapt to changing consumer preferences.

– Key Products: VUSE – An aerosol electronic cigarette, and glo – A heated tobacco product.

  1. Oriental Odyssey Group:

– Background: The company is less widely known and might be a hypothetical or representative name in the context of the article. It likely symbolizes a conglomerate or group involved in developing or distributing new tobacco products.

– Key Products: Potentially associated with NJOY, an aerosol electronic cigarette, as mentioned in the article.

  1. Imperial Tobacco:

– Background: A major international tobacco company known for a diverse range of tobacco products. Imperial Tobacco operates globally and is involved in the production and distribution of cigarettes, cigars, and smokeless tobacco.

– Key Product: blu – A brand of aerosol electronic cigarettes.

  1. Reynolds Tobacco:

– Background: Historically known as R.J. Reynolds Tobacco Company, it is a major tobacco company in the United States. It has been involved in the production of various tobacco products.

– Key Product: VUSE – An aerosol electronic cigarette.

  1. Smoore International:

– Background: Smoore is a prominent company specializing in electronic cigarette technology. It provides technical support and solutions to electronic cigarette brands worldwide.

– Key Involvement: Provides technical support to brands like VUSE and NJOY in the development of electronic cigarette products.

  1. Swedish Match:

– Background: A Swedish company known for its range of tobacco products, including snus, cigars, and nicotine pouches. Swedish Match has been a key player in the smokeless tobacco market.

– Key Product: ZYN – A non-tobacco modern oral nicotine product.

  1. Juul

– Background: JUUL lab is an e-cigarette company spun off from PAX lab in 2017. In 2015, PAX Laboratory launched JUUL electronic cigarette. In 2018, Altria Group acquired a 35% stake in JUUL for US$12.8 billion.

– Key Product: Juul e-cigarette.

Plus: E-cigarette manufacturers in China

  • 麦克韦尔 SMOORE

Founded in 2009, it accounts for approximately 17% of the global e-cigarette terminal market. It was listed on the New OTC Market in 2015 and on the Hong Kong Stock Exchange in 2020.

  • 新宜康INNOKIN

It has INNOKIN’s own brand and more than 300 patents.

  • 艾维普思 SMOK

Established at the end of 2010, it has its own brand SMOK. In 2016, its annual revenue reached more than 900 million yuan and its net profit was nearly 200 million yuan.

  • 康尔KANGER

Founded in 2007, it has two brands: Kangertech and Arymi.

  • 思格雷SIGELEI

Founded in 2013 and listed on the New OTC Market in 2017, its revenue in 2017 was approximately 100 million yuan and its net profit was 17 million yuan.

  • 卓尔悦 JOYETECH

Founded in 2007, it provides e-cigarette OEM services to companies in more than 30 countries worldwide.

  • 易佳特 Aspire

Founded in 2010, it owns e-cigarette brands such as Asoire.

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