Japan: Progress towards
a smoke-free future
Japan is a compelling example of the significant rolesmoke-free alternatives can play to deliver
a smoke-free future. It has shown promising signs
that cigarettes can be a thing of the past.

Two independent studies show that cigarette sales in Japan decreased at an accelerated paceafter a number of manufacturers introduced heated tobacco products (HTPs), including Philip
Morris International (PMI)1 to the market.
According to the study conducted for theAmerican Cancer Society, cigarette sales had
been declining by around 1.8% per year prior tothe introduction, but this accelerated to 9.5% peryear when PMI’s leading heated tobacco product,
IQOS, was available. The authors concluded it wasthe introduction of our HTP which “likely reduced
cigarette sales in Japan”. 2 The other study
authored by K. Michael Cummings, Georges J.
Nahhas and Professor David Sweanor, which uses
a statistical model built on data from the Tobacco
Institute of Japan and from PMI’s quarter
results, comes to a similar conclusion, that “theaccelerated decline in cigarette only sales inJapan since 2016 corresponds to the introductionand growth in the sales of HTPs”.3

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Assessing the positive impact
In a number of countries, including Japan,
we have initiated repeated cross-sectional
studies among the adult general population andamong owners of PMI’s HTPs, with the main
objective of understanding current and past use oftobacco and nicotine containing products. During
the first year of cross-sectional post-market study,in Japan we surveyed a representative sample ofapproximately 5,000 participants from the adultgeneral population and a sample of 2,000 ownersof PMI’s HTPs.
The data confirmed that our HTP is reaching
the intended audience, adult smokers, and is ofvery limited interest to adults who have neverused nicotine products before, or adults who

had already completely stopped using all kindsof nicotine containing products. Independentstudies also confirm low interest in HTPs among
youth. According to a study commissioned by theJapanese Ministry of Health, conducted among
22,275 middle-school and 42,142 high school
students in Japan between December 2017
and February 2018, the use of HTPs is low, andlower than smoking cigarettes.4 Of course, thebest thing a smoker can do is to quit cigarettes
and nicotine altogether. But the reality is thatmany do not. Japan is just one example of how
smoke-free alternatives can complement alreadyexisting tobacco control measures such as theencouragement of cessation and preventionof initiation.

Science-backed, smoke-free alternatives can complement existing measures to help
address the global health issue of smoking by providing an avenue for adults who don’t
quit tobacco and nicotine altogether to make a better choice than continued smoking.
Coupled with the right regulatory encouragement and support from society, we canreach a smoke-free future, faster.

PMI launched its electrically heated tobacco product IQOS in 2015, following a city pilot in 2014.
Stoklosa M, Cahn Z, Liber A, et al., “Effect of IQOS introduction on cigarette sales: evidence of decline and replacement”, British Medical Journal, June 2019,https:// tobaccocontrol.bmj.com/content/early/2019/06/11/tobaccocontrol-2019-054998
3Cummings K, Nahhas G, Sweanor D, “What Is Accounting for the Rapid Decline in Cigarette Sales in Japan?”, Int. J. Environ. Res. Public Health, May 2020.
4Osaki Y, et al. “Field survey on drinking and smoking and the development of effective alcohol reduction intervention approaches for the prevention oflifestyle-related diseases.” Annual Report of MHLW Research Committee, May 2018.
12FOR MORE INFORMATION, PLEASE VISIT WWW.PMI.COM
THIS FACTSHEET IS DESIGNED FOR USE WITHSCIENTIFIC AND REGULATORY AUDIENCES ONLY.