JTI gaining headway in heated tobacco race

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The Philippine Star

October 29, 2026 | 12:00am

Conrado TOKYO – Tobacco manufacturing giant JTI is lighting up the battle for heated tobacco products (HTPs) as it further anticipates a rapid shift from traditional sticks among consumers worldwide.

In an interview, Charlie Chen, vice president for Reduced-Risks Products Development Center, in JTI’s headquarters here, said they are constantly developing the lineup of products, including the HTP devices, to meet the preferences of consumers in the different regions they operate.

“Based on our experience in heated tobacco, there are several aspects that the consumer looks for. It can be taste. It can be social. It can be ease of use. It can be the style, or the affordability of that,” he said.

He said from these considerations, JTI was able to make breakthroughs in recent years, foremost of which is the smart heat flow technology, now incorporated in the flagship Ploom Aura device.

“From the smart heat heat flow technology, we carefully design the heating cup geometries and materials to take full consideration of the heating speed, heating stability, and also the energy efficiencies. So that gives the consistent flavor and taste for our consumers,” he said.

The new Ploom Aura and its accompanying EVO sticks were launched in the Philippines last May. Available in various color variants, Ploom Aura is the only HTP brand that offers three capsules aside from  three tobacco and one menthol stick flavors. These can be purchased in leading convenience store chains , online via the ploom.ph store and shopping apps, and in physical stores such as the Ploom shop at One Bonifacio High Street in BGC.

The Aura features unlimited puffs per session, consistent taste from start to finish, true tobacco taste and less lingering smell.

Further, EVO sticks have CleanSeal, assuring no tobacco falls into the device.

HTPs fall under the “reduced-risk product category of alternatives to cigarettes, which also include vapes (also referred to as e-cigarettes) and oral nicotine products. While not risk free, reduced-risk products are designed to meet the diverse needs of modern adult tobacco consumers, while having the potential to reduce the health risks associated with smoking. They do not involve the burning of tobacco and do not produce smoke.

HTPs work by inserting tobacco sticks into electronic devices that heat the tobacco leaves to produce vapor. This delivers the taste and experience of tobacco without combustion.

Based on shipment data from the Tobacco Institute of Japan, from 29 percent in 2020, the share of HTPs – including infused products – in total tobacco consumption gradually increased to 48 percent in 2025 as compared to combustibles or conventional sticks.

“From our research and development, we continue to invest on innovation, and we are now putting heated products as our first priority. But we also trying to optimize and invest on some of the other product portfolios to meet market needs,” Chen said.