Tobacco Asia

30 tobaccoasia PRODUCT NEWS 产品新闻 published in Nicotine & Tobacco Research concluded that HTP growth likely contributed to declines in cigarette con- sumption 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. EU: Vape Flavor Bans Spread European governments continue to tighten restrictions on vaping products, with flavor bans spreading across the region and creating growing pressure on manufacturers, retailers and distributors. Belgium has emerged as one of the most aggres- sive regulators in the European Union. The country became the first EU member state to ban disposable vapes when the measure took effect in January 2025. Brussels has since moved further. In April, Belgium's federal government approved legislation that will prohibit all vape flavors except tobacco and unflavored products beginning September 1, 2028. Health min- ister Frank Vandenbroucke said the measure aims to "prevent a new generation from becoming dependent on tobacco." Belgium's planned restrictions would align it more closely with neighboring Netherlands, which already enforces one of Europe's strictest flavor bans. Dutch regulators allow only tobacco-flavored vaping products, and officials there have pushed for tougher EU-wide rules on e-cigarettes and nicotine products. Several other European countries have either adopted or proposed similar restrictions. Finland, Denmark and Slovenia already restrict vape flavors, while Ireland has advanced legislation targeting flavored products. Germany is also moving to tighten rules on cooling additives used in e-liquids, particularly substances that create menthol- or ice-like sensations without relying on traditional menthol flavoring. Regulators and public health advocates argue that the ingredients increase the appeal of vaping products, especially among younger consumers. Industry groups, however, say the proposed restrictions could effec- tively remove a large share of flavored products from the market because cooling agents feature prominently in many fruit-, mint- and beverage-style vape varieties. The debate has intensified as Berlin considers broader measures tied to youth access and nicotine regulation. Retail groups and vape advocates have also warned that flavor bans could push consumers back toward combustible cigarettes or unauthorized products. Belgium's retailer association Perstablo criticized the country's upcoming flavor restrictions, arguing they could strengthen illegal distribution networks and hurt legitimate businesses. The European Commission is expected to revise the EU Tobacco Products Directive later this year, a process that could reshape vaping regulation across the bloc. WHO Scrutiny Hits Pouches The World Health Organization intensified its scrutiny of nicotine pouches and renewed calls for tighter oversight of nicotine pouches, citing concerns about youth uptake and marketing practices as global sales continue to grow. Harm reduction advocates, however, warned against broad restric- tions that could undermine access to smoke-free nicotine alternatives for adult consumers. In a report released May 15, WHO said nicotine pouches remain largely unregulated in many parts of the world, with around 160 countries lacking product-specific rules. The agency expressed concern about marketing tactics it says may appeal to younger consumers, including the use of flavors, social media promotion, and influencer campaigns. Global demand for nicotine pouches has expanded rapidly in recent years. WHO said global retail sales of nicotine pouches reached 23.462 billion units in 2024, marking year-on-year growth of 50.5%. It also estimated the global nicotine pouch market at nearly US$7 billion in 2025. North America, led by the US, accounted for the largest share of revenue at 79%. Nicotine pouches have also gained significant traction in several Euro- pean markets, particularly Germany, Poland, and Sweden. WHO argued that nicotine exposure during adolescence can affect brain development and increase the likelihood of long-term nicotine use. The organization urged governments to strengthen oversight through measures such as age restric- tions, marketing controls, and product standards. WHO also criticized branding and promotional strategies that feature colorful packaging and flavor-focused positioning. The Coalition of Asia Pacific Tobacco Harm Reduction Advocates (CAPHRA) urges regulators to avoid "one-size-fits- all" restrictions on nicotine products. In a statement issued May 17, the organization said policymakers should focus on responsible regulation rather than prohibitive measures that could unintentionally benefit cigarette sales or illicit markets. CAPHRA said it supports rules that prevent youth access, prohibit irresponsible marketing, and establish manufacturing and safety standards. However, the group argued that regulators should distinguish between combustible tobacco products and smoke-free nicotine alternatives when developing policy frameworks. The organization also emphasized the potential role of nicotine pouches within broader tobacco harm reduction strategies, arguing that adult smokers should retain access to lower-risk alternatives where appropriate regulation exists. "Good regulation can protect young people and still help adults leave smoking behind," CAPHRA executive coordinator Nancy Loucas said. "That is the standard WHO should be promoting." WHO is expanding its anti-nicotine campaign to include nicotine pouches, drawing pushback from harm reduction advocates. Credit: Bengt Wiberg, Pixabay.

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