JT Group plans to invest approximately ¥800 billion from 2026 to 2028 to strengthen its RRP business centered on heated tobacco. As the share of heated tobacco in the Japanese market rises, the company aims to grow with Ploom as its core product.
Japan's JT Group has identified expanding its reduced-risk products business, including heated tobacco, as a priority and disclosed plans to increase investment in the RRP category to approximately ¥800 billion over 3 years. The investment will be concentrated in the period from 2026 to 2028, primarily to strengthen marketing and product innovation. An executive officer indicated that the company would strengthen resource allocation to heated products as a growth area.
The new flagship product, Ploom, is available in 30 markets globally and is offered together with EVO-brand heated tobacco sticks. In Japan, Ploom Aura has performed well, with sales reaching at least 6 million units as of 2022. Ploom Cube has also been introduced recently, with the aim of attracting users of conventional designs that fit in the palm of the hand.