Heated tobacco products such as Ploom have transformed Japan’s nicotine market since their introduction over a decade ago. Photo credit: JTI.
A Japanese health ministry review has renewed scrutiny of heated tobacco products (HTP), concluding that some devices may emit higher levels of certain carcinogens than combustible cigarettes. The findings have added new complexity to Japan’s role as one of the world’s largest and most influential heated tobacco markets.
The review, published by a panel under Japan’s Health, Labor and Welfare Ministry, examined global scientific literature on the health risks of HTP published between 2010 and 2025, excluding studies the panel considered tobacco industry-funded. According to the panel, several studies found higher concentrations of certain carcinogenic compounds in heated tobacco aerosols than in cigarette smoke. It also found that HTP contained harmful substances including furfural and mercury, which may pose serious health risks or contribute to genetic disorders. The panel also identified harmful substances in HTPs, including furfural and mercury, which may pose serious health risks or contribute to genetic disorders. It found no direct evidence that secondhand exposure to HTPs poses health risks, though the panel stressed that this does not establish the products as safe.
The summary report concluded that HTP use shows a strong association with cardiovascular disease and nicotine dependence, while evidence linking the products to asthma, chronic lung disease, cancer or pregnancy complications remains limited or inconclusive.
Public health experts involved in the review said the relatively short time HTP have been on the market — about a decade — limits available data on their long-term health effects and challenges the perception that the products are safer than conventional cigarettes.
The findings arrive as Japan continues to serve as a key market for heated tobacco innovation and adoption. Products such as IQOS, Ploom and glo have transformed the country’s nicotine market since their introduction over a decade ago. Industry data and independent studies show HTP use expanded rapidly between 2015 and 2020, particularly among younger adult smokers.
Several recent studies have linked the rise of HTP to falling cigarette sales in Japan. A 2025 scoping review published in Nicotine & Tobacco Research concluded that HTP growth likely contributed to declines in cigarette consumption during the products’ early expansion period, although researchers said more consistent data remains necessary to assess long-term trends.
Japan now represents one of the largest global HTP markets by value. Market researchers estimated the country’s heated tobacco sector reached about US$13.2 billion in 2025 and projected continued growth through the end of the decade.
The ministry review did not recommend immediate regulatory changes, but observers expect the findings to shape future debates over taxation, product standards, and public-health messaging. Earlier this year, Japan increased taxes on HTP, prompting manufacturers to warn that higher prices could slow category growth.