According to insiders, Japan Tobacco International (JTI) has decided to expand its international investments in the potential reduced-risk products market, particularly in the category of heated tobacco products. This decision is aimed at aligning its business practices with its strategic goals for a sustainable future.
Vassilis Vovos, Executive Vice President and Chief Financial Officer of Japan Tobacco International, stated that the company’s strategy is to sustain its dynamic growth trajectory in the traditional tobacco product category while also boldly entering rapidly expanding hot markets.
The global heated tobacco market has reached a size of 14 billion euros, and the company aims to capture approximately 15% of the international market share within the next five years.
