Evolution of the Tobacco Industry

Building a brighter future

At JTI, we are embracing the consumer freedoms that alternative nicotine products bring and we’re unlocking their true potential. Already a growing number of consumers around the world are enjoying the wider social acceptance that vaping products offer over combustible tobacco products.

Many consumers also choose vaping products (heated tobacco products or e-cigarettes) and oral products (nicotine pouches) for their reduced-risk potential. Increasingly convincing new evidence is emerging that justifies these choices.

Delivering on the ongoing evolution of tobacco and nicotine products

The consumer is at the center of everything we do. Our job is not to push consumers into specific products, our job is to provide consumers with a wide-range of consumer products from which to choose from.
Takehiko Tsutsui Senior Vice President, Reduced-Risk Products

Responsible innovation focusing on consumer choice has always been at the heart of what we do at JTI. The growing global market for potentially reduced-risk products is a bold new frontier for delivering exactly that

We believe that the direction the vaping products market takes will – and should – be driven by consumers.

It is up to us, the innovators in the tobacco industry, to listen to consumers and ensure their needs are met with high-quality products. The role that regulators play will also become increasingly important as they look to define quality and safety standards at both global and local levels. We embrace better regulation, and it is our hope that regulators provide a framework that allows innovation and choice to flourish, albeit responsibly.

"Technology will continue to advance, delivering better consumer satisfaction, while pressures from regulators and society on smokers have not diminished. The combination of these two elements has created a typical window of change, where the industry is pivoting and in the process of re-inventing itself."

Xavier Lubino, Reduced-Risk Products Product Development Vice President

Our Reduced-Risk Products

Through our leading global Reduced-Risk Products (RRP) brands, we develop, test and bring to market new and innovative forms of nicotine and tobacco products

Our ever-evolving range of RRP is tailored for the wide-range of consumer expectations and demands

We may be dealing with the product categories of the future but our present-day successes are already showing the potential for our new technologies. As Xavier Lubino, Reduced-Risk Products Product Development Vice President says, “the diversity of consumer needs is already reflected in our portfolio today, with a large product range which we continue to develop and improve. Clearly the jury is still out, and we continue exploring novel and breakthrough product offerings.”

Predominantly, these come today in the form of either oral products, e-cigarettes or heated tobacco products, with each type bringing its own distinct characteristics.

Heated tobacco products

Heated tobacco products

  • Real authentic tobacco taste with a ritual close to that of smoking
  • Chosen often for the reduced impact they have on indoor air quality, thanks to their no smoke, no smoke smell and no ash qualities.
  • Popular in Japan for their social consideration benefits.
  • Our tobacco vapor product brand is Ploom.

Find out more about heated tobacco products and Ploom

Heated tobacco products

E-cigarettes

  • Particularly popular in Western Europe and the USA.
  • The e-liquids used offer a range of flavors for consumers to choose from.
  • Our e-cigarette brand is Logic.
     

Find out more about e-cigarettes and Logic

Logic pro
Nordic Spirit

Nicotine pouches (oral products)

  • Originating from the Nordics. 
  • Contain a blend of plant-based fibers, nicotine and flavorings and come in several strengths, flavors and formats. 
  • Our nicotine pouches brand is Nordic Spirit. 

Find out more about nicotine pouches and Nordic Spirit

Nordic Spirit

We’re already innovators in this space

We've been bringing new products to market for many years that deliver high-quality experiences across a wide range of choices

While we continue to see combustible products playing an important role in the choices that we offer, we expect Reduced-Risk Products (RRP) to become an increasingly key part of our future as we look to build a strong, sustainable future for JTI.

Our experience, expertise and resources are empowering us to create true success in the RRP market.

Discover more

We have a long rich history of working in the Reduced-Risk Products space, one that goes back decades.
Ian Jones, R&D Principal Scientist Vice President

3 ways in which we’re equipped for success

Regulatory understanding
We monitor legislative processes around the world and engage for evidence based, proportionate and effective regulations.
Research and development
We have the capabilities to fund the relevant research and development
Global supply chains
We work with supply chains that allow us to manufacture quality on a global scale
THERE ARE TWO ELEMENTS THAT I SEE DRIVING OUR TEAM HERE AT JTI. ONE: IT’S AN ENTIRELY NEW FIELD, WHICH REQUIRES A HIGH LEVEL OF ENTREPRENEURSHIP AND VERSATILE, TALENTED INDIVIDUALS WHO CAN WORK AS A TEAM. TWO: WE CAN CLEARLY SEE THE POSITIVE IMPACT WE ARE MAKING ON THE LIVES OF MILLIONS OF SMOKERS. TOGETHER, THIS PROVIDES US WITH A GREAT SENSE OF ACHIEVEMENT.
Xavier Lubino, Reduced-Risk Products Product Development Vice President

The science that pushes our vaping products forwards

Our rigorous scientific approach allows us to push boundaries and inspire confidence in equal measure

It’s our people who push our products forwards. This is perhaps no more apparent than in the work of our scientists and other innovators tasked with developing the next generation of our Reduced-Risk Products.

We work with some of the best minds from not only the tobacco industry but the worlds of consumer electronics and beyond to create products underpinned by robust methodologies and standards.

More about the Science