BAT Sets September Nationwide Launch for Glo Hilo in Japan After Successful Pilot

Jun.24

British American Tobacco Japan will expand its new heated tobacco product, "Glo Hilo," nationwide on September 1. Using infrared and quartz heating, it heats to 370°C in 5 seconds, priced at ¥3,980 ($25). The Japanese heated tobacco market is led by IQOS (69.8%), with BAT in second place (16.3%).

Key Points:

·Product features: Utilizes infrared + quartz heating technology; heats up to 370 degrees in 5 seconds; suggested retail price of 3980 Japanese Yen (25 US dollars)

·Market strategy: Miyagi Prefecture trial sale on June 9; Nationwide launch on September 1; Tokyo strategic press conference to build momentum.

·Market Situation: Sales of smokeless products in Japan have surpassed traditional cigarettes.

·Company states: CEO Thaddeus Maroko declared intentions to "revive market growth" and views Japan as a key strategic market.

According to a report by the Nikkei on June 23, British American Tobacco's (BAT) Japanese subsidiary, BAT Japan, announced that they will be launching a new type of heated tobacco product called "Glo Hilo" nationwide starting on September 1. The product was first released in Miyagi Prefecture on June 9 and will be gradually introduced for sale across the country.

英美烟草：9月在日本全国发售Glo Hilo 定价约25美元 — Glo Hilo | image source：BAT

On the same day, British American Tobacco Japan held a strategic press conference in Tokyo. Tadeu Marroco, CEO of British American Tobacco, who was visiting Japan, stated:

"Japan is a developed market where sales of smokeless products have surpassed those of traditional cigarettes. We aim to revitalize the market and return it to a growth trajectory."

Glo-Hilo utilizes infrared technology and highly conductive quartz to heat up to 370 degrees in just 5 seconds, enhancing the e-cigarette experience. The manufacturer recommends a retail price of 3980 yen (25 USD).

According to the UK research firm Euromonitor International, by 2024, the sales of IQOS by Philip Morris International will dominate the heated tobacco market in Japan with a share of 69.8%, while British American Tobacco will maintain the second position with a 16.3% share.

References:

[1] BAT、加熱式たばこ新機種を全国販売　9月1日から

Also Read:

[1] Limited Edition "glo HYPER pro" Cherry Blossom Special Version

[2] Product｜BAT Japan Launches glo Hilo with 5-Second Heat-up Time in Japan

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