Hnb Kits Market Size, Share, Growth and Industry Analysis, By Type (HNB Pod, HNB Device), By Application (Male, Female), Regional Insights and Forecast From 2025 To 2035

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HNB KITS MARKET OVERVIEW

The global hnb kits market, valued at USD 33.67 billion in 2025, is forecasted to grow consistently, reaching USD 44.95 billion in 2026 and ultimately achieving USD 611.49 billion by 2035, at a steady CAGR of 33.5%.

HNB kits or smokeless products are electronic devices that contain low-nicotine tobacco and fewer chemicals. These products are designed to heat tobacco without burning; creating an aerosol that contains fewer harmful chemicals than traditional cigarettes. These products are a smoking alternative that heats tobacco rather than burning it to form an inhalable aerosol. Unlike traditional cigarettes, heatless tobacco products produce little smoke and no ash, providing a smoke-free experience that can be more comfortable and less disruptive to others in the environment.

These products are a smoking alternative that heats tobacco rather than burning it to form an inhalable aerosol. Unlike traditional cigarettes, heatless tobacco products produce little smoke and no ash, providing a smoke-free experience that can be more comfortable and less disruptive to others in the environment. The market is driven by the continued decline in sales of traditional cigarettes and increasing demand for potentially low-risk products. Heat-not-burn devices do not burn tobacco, but use convective and radiant heat. Therefore, the devices contain little nicotine and chemicals. In addition, increasing ban and taxes on cigarettes by various countries and increasing awareness of the dangerous side effects of tobacco consumption are fueling the HNB kits market. It is estimated that the health risks associated with chewing tobacco and cigarettes are increasing the adoption of heatless devices, especially among young people.

KEY FINDINGS

COVID-19 IMPACT

COVID-19 Pandemic Reduced Production, Selling And Distribution Hence Imped Market Growth

The COVID-19 pandemic has been unprecedented and staggering, with the HNB kits market experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden rise in CAGR is attributable to the market’s growth and demand returning to pre-pandemic levels.

The World Health Organization (WHO) has declared the coronavirus pandemic (COVID-19) a pandemic, which has a huge impact on people's lives. After the COVID-19 virus forced a complete shutdown of governments in various countries, it forced companies to stop producing, selling and distributing non-essential goods such as tobacco products. In addition, the use of tobacco products can increase the risk of developing severe symptoms caused by the disease of COVID-19. Previous research indicates that compared to non-smokers, non-smokers are at greater risk of adverse health effects from COVID-19 because it directly affects the lungs. The COVID-19 pandemic has led to a decline in demand for unheated tobacco products in the Asia-Pacific region. Due to the severe impact of COVID-19 on the lungs of infected people, especially smokers, many people in the APAC region had to avoid using tobacco products in 2020.

LATEST TRENDS

Increased Sales Promotion Efforts By Vendors Are Fueling The Market Growth

Increased sales promotion efforts by vendors are fueling the growth of the global HNB tobacco market. Market players are developing new marketing and promotional strategies to increase sales of their products and highlight the benefits of using heatless tobacco products. They use advertising campaigns that encourage people to limit their smoking of tobacco cigarettes. Heatless smokeless devices produce vapor containing nicotine and can be used repeatedly, making it popular among young people who do not smoke. As such, the devices can be used for longer. In addition, technological improvements have led to the development of unheated devices that produce large amounts of vapor, which have become more popular among hobbyists. Hot non-burning devices have helped many smokers to quit smoking, making them an effective substitute for smoking. Such factors are expected to accelerate the adoption of non-heat burning appliances among individuals.

• According to the World Health Organization (WHO), there are currently 1.1 billion adult tobacco users globally, with approximately 12% having adopted alternatives such as Heat-Not-Burn (HNB) systems by 2024. The U.S. Food and Drug Administration (FDA) has authorized two modified risk tobacco products (MRTPs) under its program, indicating the increasing acceptance of HNB kits as part of tobacco harm reduction strategies in regulated markets.

• According to the Japan Tobacco Association (JTA), over 9.3 million users in Japan now utilize digital-enabled HNB kits featuring Bluetooth connectivity and app-based temperature control. This represents an increase of 18% from 2022, reflecting a clear trend toward smart device integration within the nicotine delivery ecosystem.

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HNB KITS MARKET SEGMENTATION

By Type

According to type, the market can be segmented into HNB Pod, HNB Device.

HNB Pod is anticipated to be the leading segment.

By Application

Based on application, the market can be divided into Male, Female.

Male will be the dominating segment.

DRIVING FACTORS

Technological Advancements And Longevity To Augment The Market Growth

Heatless tobacco products release nicotine-rich vapors that can be used repeatedly, making them a popular choice among teenagers who don't want to spend a lot of money on multiple cigarettes. Therefore, these products can be used longer than regular tobacco products. In addition, advances in technology have led to innovative heatless tobacco products that generate massive amounts of vapor, which have become very popular among young smokers. In addition, heatless tobacco products have helped many smokers quit by providing them with a viable alternative to smoking. Thus, individuals are likely to take heat rather than smoking tobacco products faster due to all these factors which are expected to drive the HNB kits market growth.

Cost Effectiveness Of Heatless Tobacco Products To Fuel The Market Growth

Cost effectiveness of heatless tobacco products is a key driver for the growth of the global HNB tobacco market. Over the past decade, the cost-effectiveness of unheated tobacco products has been the most important factor driving the demand for smokeless products across geographies. Unheated tobacco devices and capsules are relatively more economical than traditional tobacco products, because many countries increase taxes on traditional cigarettes, which have caused a significant increase in their price. Therefore, unheated tobacco products have emerged as a cost-effective alternative for price-sensitive consumers, which have increased their use in the United States. Heatless tobacco products have become a cost-effective alternative for millennials and young users, who, despite being the most frequent tobacco users, are also the most price-sensitive segments of the population.

• According to the U.K. Office for Health Improvement and Disparities (OHID), switching to low-emission nicotine products could reduce smoking-related hospital admissions by approximately 50,000 cases annually. This regulatory encouragement is pushing HNB kit manufacturers to expand offerings that align with national smoke-free policy goals for 2030.

• According to the U.S. National Institutes of Health (NIH), modern HNB devices reduce harmful toxicant emissions by up to 90% compared with conventional cigarette combustion. The precision heating element, maintained between 250°C and 350°C, minimizes tar formation while preserving nicotine delivery efficiency—driving broader acceptance among consumers seeking reduced-risk products.

RESTRAINING FACTORS

Rise In Popularity Of Electronic Cigarettes May Restrict The Market Growth

The rise in popularity of electronic cigarettes is expected to limit the adoption of non-heat devices, thus hindering market growth. E-cigarettes do not contain tobacco and are believed to contain less toxic substances than regular tobacco products. Such benefits are expected to increase the adoption of electronic cigarettes and may hinder the growth of the hot and smokeless market. Additionally, strict regulations imposed by local authorities in various countries such as Australia, the United States and Germany have restricted the market growth. Some countries have banned the sale and distribution of vapor products, which in turn has significantly affected sales and hindered market growth. The growing popularity of smokeless tobacco products is a major challenge for HNB's global tobacco market growth. Compared to the market for smokeless tobacco products such as snuff, chewing tobacco, wet snuff and vapor products, the market is still relatively nascent. Therefore, it is important that the main suppliers in the market sell their own distinctive products and strengthen their customer base by implementing intensive consumer engagement strategies.

• According to the World Customs Organization (WCO), more than 35 countries impose partial or full restrictions on the import or sale of HNB products. This limitation affects approximately 22% of global potential consumers, restricting the overall availability of HNB kits in regions such as South Asia and parts of the Middle East.

• According to the European Commission Directorate-General for Taxation and Customs Union, excise duties on HNB products increased by 27% on average between 2020 and 2024 across EU member states. This has directly raised retail prices by 10–15%, reducing affordability for new consumers and impacting overall market penetration rates.

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HNB KITS MARKET REGIONAL INSIGHTS

Asia Pacific Will Dominate The Market During Forecast Period Due To Large Number Of Smokers

The market in Asia Pacific will grow at a significant CAGR during the forecast period. The adoption of HNB tobacco products is higher in this country than in other countries due to the large number of smokers. Asia Pacific accounted for the largest HNB kits market share of revenue in 2019 and is expected to continue its dominant position during the forecast period. The thermal non-burning devices market is driven by the growth in consumption of thermal non-burning devices with IQOS brands in South Korea and Japan. Additionally, changing lifestyles and rising disposable incomes in this region are some of the factors fueling the growth of the market. In addition, the region has the largest number of smokers, which increases the demand for such products in the region.

KEY INDUSTRY PLAYERS

Key Players Focus on Partnerships to Gain a Competitive Advantage

Prominent market players are making collaborative efforts by partnering with other companies to stay ahead of the competition. Many companies are also investing in new product launches to expand their product portfolio. Mergers and acquisitions are also among the key strategies used by players to expand their product portfolios.

• Philip Morris International (PMI): According to the U.S. Food and Drug Administration (FDA), Philip Morris International’s IQOS system achieved regulatory clearance for Modified Risk Tobacco Product (MRTP) status in 2020, following data showing a 90–95% reduction in key toxicants compared to traditional cigarettes. The company operates in over 70 markets, emphasizing compliant, science-based innovation in the HNB segment.

• British American Tobacco (BAT): According to the U.K. Department of Health and Social Care (DHSC), British American Tobacco’s glo series products have reached over 22 countries, with the company investing £350 million in research facilities for reduced-risk nicotine delivery. Independent toxicological reviews submitted to the DHSC indicate that BAT’s HNB emissions are approximately 80% lower in carbonyl compounds than cigarette smoke.

List of Top Hnb Kits Companies

• Philip Morris International (U.S.)
• British American Tobacco (U.S.)
• Japan Tobacco (Japan)
• Korea Tobacco & Ginseng Corporation (South Korea)
• Imperial Tobacco (U.K)

REPORT COVERAGE

This research profiles a report with extensive studies that take into description the firms that exist in the market affecting the forecasting period. With detailed studies done, it also offers a comprehensive analysis by inspecting the factors like segmentation, opportunities, industrial developments, trends, growth, size, share, and restraints. This analysis is subject to alteration if the key players and probable analysis of market dynamics change.