[Taco Tuinstra, 2Firsts] JTI has recently launched its new-generation heated tobacco product, Ploom AURA, along with EVO sticks in the Japanese market. The new product introduces upgrades in flavor performance and customizable heating options, aiming to offer adult consumers more alternative choices to traditional cigarettes. Ploom AURA was initially released in May at JTI Ploom Stores in Japan and through the Club JTI online shop.
As Japan remains the worlds largest heated tobacco market, the reception of this new product has drawn significant industry attention. Against this backdrop, 2Firsts conducted an exclusive interview with Nick Geens, Vice President of Reduced-Risk Products (RRP) Strategy and Planning at JTI, to gain deeper insights into the technology, design philosophy, market strategies, and future plans behind Ploom Aura.
Design Highlights, Reduced-Risk Focus, and Market Strategy
Geens noted that Ploom AURA integrates SMART HEATFLOW™ technology with four adjustable heating modes to deliver a more authentic tobacco flavor experience, while also meeting different user preferences. The device maintains Ploom’s signature streamlined curves but adopts a more compact and portable design to improve overall comfort and usability.
On safety and harm reduction, Ploom AURA uses a non-combustion heating method, resulting in an aerosol with significantly lower levels of harmful substances compared to cigarette smoke. Although not risk-free, the product is seen as a potentially lower-risk alternative to cigarettes aligned with JTI’s long-term harm reduction strategy.
Regarding its future rollout, Geens stated that JTI will expand Ploom AURA progressively based on market demand and regional strategies, with a focus on existing key markets. Currently, Ploom has been launched in 26 markets, covering 75% of global heated tobacco stick (HTS) demand. JTI aims to achieve a mid-teens market share in core HTS markets by 2028 and reach break-even across its RRP business in the same year.
Below is the full transcript of 2Firsts’ interview with Nick Geens:
2Firsts: Compared to the previous generation, what are the key new features of the next-generation Ploom? Could you share any core specifications or comparison points?
Nick Geens: Ploom AURA is our latest heated tobacco device featuring SMART HEATFLOW™ technology, which enhances the consistency of flavor, providing sensory satisfaction and allowing consumers to enjoy tobacco's authentic taste and fulfilling experience from beginning to end.
The device features a new Heat Select System, which offers four selectable heating modes, allowing users to customize their experience according to their personal preferences. Furthermore, while maintaining the delicate and organic curves that symbolize Ploom, the device embodies a compact and slim design, combining both beauty and functionality, offering consumers a truly exceptional experience.
The new model's size and format are highly praised by consumers for their balanced ergonomic, ease of handling, convenience and portability. With Ploom AURA we set a new benchmark in heated tobacco products by enhancing tobacco pleasure through tailored heating intensities.
2Firsts: What innovations or improvements have been made in terms of harm reduction and safety? What kinds of tests have been conducted, and have any certifications been obtained for the new device?
Geens: At JTI, we put adult consumers at the center of everything we do. Our goal is to make our heated tobacco products widely accepted alternatives to smoking, fulfilling their needs and expectations.
We are committed to exceeding the combustible experience. Ploom AURA offers genuine sensory cues of real tobacco aroma and taste and closely replicates many of the ritualistic and sensorial aspects of the smoking experience, such as hand-to-mouth action and inhalation.
Unlike cigarettes, Ploom does not burn tobacco and produces an aerosol that contains lower levels of harmful substances overall compared to cigarette smoke. Therefore, while not completely risk-free, Ploom has the potential to reduce the risks associated with smoking.
2Firsts: What was the guiding philosophy behind the development of this new generation? When did the R&D process begin, and what were the major milestones?
Geens: We take product design very seriously, always keeping our consumers in mind. We are proud to introduce our latest heated tobacco product thoughtfully designed to blend innovation, tobacco harm reduction, and consumer satisfaction — built on the foundation of continuous and invaluable consumer feedback.
R&D is integral to JTI’s evolution as we continually expand our portfolio of reduced-risk products. While tobacco products without combustion may appear straightforward, they are, in fact, the result of cutting-edge technology and a complex interplay of expertise across disciplines such as engineering, biology, chemistry, and data science.
The R&D process for Ploom AURA began several years ago. We develop our products based on the latest scientific research and rigorous scientific analysis. Multiple tests conducted under internationally accepted methodologies confirm that Ploom AURA aerosol contains significantly lower levels of harmful substances compared to cigarette smoke.
2Firsts: What is the launch plan for the new Ploom? Which markets will it be available in first? What is the projected market coverage by the end of 2025? Is there any plan to introduce the new Ploom to the U.S. market?
Geens: We will select markets for Ploom AURA based on geo-expansion plans and supply and demand balance while prioritizing existing markets.
As of today, Ploom has been launched in 26 markets representing 75% of global HTS (Heated Tobacco Sticks) demand.
For competitive reasons, we cannot give a specific indication of future launches at this stage.
2Firsts: What are JTI’s expectations or targets for the new Ploom launch—such as market share or consumer adoption?
Geens: We are focused on driving substantial market share growth and achieving high consumer adoption rates with Ploom AURA to play its role as it will be rolled out.
In Japan, the largest heated tobacco market globally, since March this year, JT Group has already reached the second position within the entire heated tobacco segment, including HTS and Infused tobacco.
Our ambition is clear: to establish mid-teens percentage market share of the HTS in key markets by 2028, and to break even across the RRP category in the same year.
2Firsts: What are the key advantages of the new Ploom compared to competing products? How does JTI’s understanding of HTP product design and its development philosophy differ from that of its competitors?
Geens: We designed Ploom AURA to exceed consumers' expectations. It combines a stylish design, SMART HEATFLOW™ technology, and premium EVO heated tobacco sticks to deliver an elevated and personalized tobacco experience for adult consumers.
EVO is JT Group’s global heated tobacco sticks brand, designed to seamlessly enhance Ploom’s advanced heating technology and reduced-risk potential. EVO sticks are made from high-quality tobacco leaves, expertly cut and blended to provide a true tobacco taste.
We believe in creating products that truly make a difference. Our focus is on harm reduction, grounded in solid science and a deep understanding of what our consumers value. In a blind taste test conducted in July 2024 in Japan, Ploom was rated #1 for sensorial taste, capturing 54% of the votes.
With Ploom AURA, we’re not just innovating—we’re delivering a product that evolves with our consumers, all while upholding the highest standards of quality and safety.
