Japan’s Heated Tobacco Tax Reform Drives Price Increase as JT Raises All Ploom Sticks by ¥40

Key Points

• JT applied for approval to raise prices of its Ploom heated tobacco sticks.
• All 31 Ploom products would increase by ¥40 from October 1, 2026, if approved.
• EVO products will rise to ¥620 per 20 sticks.
• MEVIUS products will rise to ¥590 per 20 sticks.
• CAMEL products will rise to ¥570 per 20 sticks.
• The increase comes ahead of Japan’s heated tobacco tax reform.

2Firsts

July 22, 2026

Japan Tobacco Inc. (JT) has applied to Japan’s finance minister for approval to revise retail prices of its Ploom heated tobacco sticks ahead of planned changes to Japan’s heated tobacco tax system on October 1, 2026.

If approved, all 31 Ploom stick products will increase in price from October 1.

JT said the adjustment is intended to address changes in the heated tobacco tax system while maintaining product quality and brand value.

JT’s Ploom Stick Lineup to Rise by ¥40 Across 31 Products

According to JT, the company has submitted a price revision application covering all 31 tobacco stick products under the Ploom brand.

If approved, each product will increase by ¥40.

The EVO series will rise to ¥620 per pack, while MEVIUS and CAMEL products will increase to ¥590 and ¥570, respectively.

The adjustment applies to different flavours and product variations across the Ploom lineup.

Japan to Adjust Heated Tobacco Tax System in October

JT’s planned price increase comes as Japan prepares to revise its heated tobacco tax system.

From October 1, 2026, Japan plans to adjust taxation rules for heated tobacco products to reduce differences in tax burdens between combustible cigarettes and heated tobacco products.

Previously, heated tobacco products were taxed under a different calculation method, creating differences compared with traditional cigarettes. As heated tobacco adoption expanded, Japan has moved gradually toward a revised taxation framework.

The latest reform will increase the tax burden on heated tobacco products, with further phased adjustments expected.

For tobacco companies, tax changes can directly affect pricing strategies, product positioning and consumer behaviour.

JT Says Price Adjustment Aims to Maintain Brand Value

JT said the revision is intended to maintain product quality and brand value while responding to changes in the taxation environment.

The company said:

“In response to revisions to the heated tobacco tax system, we decided to apply for retail price changes in order to maintain the quality and brand value of each product and meet customer expectations.”

The application still requires approval from Japan’s finance minister. If approved, the new prices will take effect on October 1, 2026.

Heated Tobacco Market Pricing May Shift

Japan is one of the world’s most important heated tobacco markets and a key battleground for major brands including IQOS, glo and Ploom.

The market’s main competitors include:

• PMI’s IQOS;
• BAT’s glo;
• JT’s Ploom.

As tax reforms move forward, JT’s price adjustment could influence broader pricing strategies across the heated tobacco sector.

For consumers, higher prices may affect brand choices and competition between products.

Tax Changes Reshape Japan’s Tobacco Market

Japan’s tobacco market has undergone significant structural changes in recent years.

While combustible cigarette consumption continues to decline, heated tobacco products have gained market share. At the same time, the government has used tax policy to rebalance treatment across different tobacco categories.

JT’s Ploom price revision shows that Japan’s heated tobacco market is entering a new pricing phase.

For the industry, future competition will depend not only on product technology and brand strength, but also on taxation, pricing structures and regulatory changes.

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Cover Image source: JT / Ploom