Key Takeaways
- Japan will raise prices for IQOS tobacco sticks TEREA and SENTIA from April 1, 2026, in line with tobacco tax adjustments. Both will increase by 40 yen per pack (about $0.3).
- TEREA: about $3.7 → $3.9 per pack; SENTIA: about $3.4 → $3.6 per pack.
- Other products will also rise: MIIX about $3.2 → $3.5 per pack; some Marlboro cigarettes about $3.8 → $3.9 per pack.
- Japan’s Ministry of Finance said changes to the taxation of heated tobacco products will be implemented in two phases, in April and October 2026.
2Firsts, Jan 21, 2026
According to NEOSMO, Japan will raise prices for Philip Morris International’s (PMI) heated tobacco consumables used with its IQOS devices from April 1, 2026, in step with tobacco tax adjustments. The IQOS ILUMA tobacco stick brands TEREA and SENTIA will both rise by 40 yen per pack (about $0.3).
The report said TEREA currently sells in Japan at 580 yen per pack (about $3.7) and will be raised to 620 yen (about $3.9). SENTIA currently sells at 530 yen (about $3.4) and will be increased to 570 yen (about $3.6).
NEOSMO added that, beyond IQOS tobacco sticks, some other tobacco products will also see price increases as tax burdens change. For example, MIIX—tobacco sticks for KT&G’s lil HYBRID device—will rise from 510 yen per pack (about $3.2) to 560 yen (about $3.5). Some combustible cigarette products, including parts of the Marlboro range, will move from 600 yen per pack (about $3.8) to 620 yen (about $3.9).
Japan’s Ministry of Finance said in its tax reform documents that adjustments to the taxation of heated tobacco products will be rolled out in two stages, in April 2026 and October 2026.
Cover image source: NEOSMO
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