Core Viewpoint - Japan is the largest market for heated non-combustible (HNB) tobacco globally, with a strong growth momentum expected in the industry. The competition has intensified recently, but companies with core technological advantages and proprietary patents are likely to navigate through this competitive cycle successfully [4][6]. Group 1: Market Overview - Japan accounts for approximately 32% of the global HNB market, with a retail market size projected to reach about $11.92 billion in 2024 and expand to $17.76 billion by 2029, reflecting a CAGR of 8% from 2024 to 2029 [6][24]. - The penetration rate of HNB products in Japan has reached around 44% in 2024, with expectations to rise to 56% by 2029, driven by a shift from traditional cigarettes to HNB products among smokers [14][16]. Group 2: Competitive Landscape - The competition in the Japanese HNB market has intensified in the short term, particularly among international tobacco companies focusing on product pricing and distribution channels. British American Tobacco and Japan Tobacco are competing aggressively in the mid-range market, while Philip Morris International maintains a stable market share [4][29]. - The market is dominated by three major players: Philip Morris, Japan Tobacco, and British American Tobacco, with Philip Morris holding a significant market share of 69.8% in HNB products as of 2024 [30][35]. Group 3: Regulatory Environment - HNB products are the only legal category of new tobacco in Japan, while nicotine-containing e-cigarettes are subject to strict medical device regulations, limiting their market presence [18][19]. - The Japanese government has been adjusting the tax structure for HNB products to align more closely with traditional cigarettes, which is expected to stabilize the market and support industry growth [20][21]. Group 4: Pricing and Consumer Acceptance - HNB products are priced in the mid-to-high range compared to traditional cigarettes, with consumers showing a high acceptance level for these prices, which supports the growth of HNB penetration [26][28]. - The pricing strategy for HNB products is designed to encourage consumer retention, as the initial investment in heating devices can lead to lower marginal costs per use over time [26][28]. Group 5: Technological Barriers - The core technological capabilities and patent ownership are critical barriers to entry in the HNB market, with companies that can innovate and improve product performance likely to gain a competitive edge [4][44]. - The ongoing technological advancements in HNB products are expected to shape the competitive landscape, with companies focusing on product differentiation and user experience [33][42].

Group 1 - The core viewpoint is that British American Tobacco (BTI.US) is expected to see accelerated growth in its new tobacco business in the second half of 2025, benefiting from a favorable industry environment and product lifecycle expansion [1] - The HNB (Heated Not Burned) segment is showing positive feedback for new products, with a goal for global expansion in 2026, despite a slight decline in market share for the Glo brand in 2025 due to competition [1] - The Glo Hilo product has achieved a 1% market share in Japan and is gaining traction in Poland and Italy, with expectations for stabilization and recovery in market share by 2026 [1] Group 2 - The vaping segment continues to benefit from an improved market environment, with a projected revenue increase in the second half of 2025, following a 13% year-on-year decline in the first half [2] - The Vuse brand has seen a 0.1 percentage point increase in market share, particularly in the U.S. where it rose by 0.7 percentage points, despite some growth being impacted by illegal vaping products in Canada [2] - The new oral tobacco product Velo Plus is expected to drive significant growth in the U.S. market, with a projected increase in market share by 9.2 percentage points to 15.6% and a global market share increase of 5.9 percentage points to 31.8% [2] Group 3 - Traditional cigarette operations remain stable, with a slight decline in market share of 0.1 percentage points, but a positive outlook for the second half of 2025 driven by improved conditions in the U.S. market [3] - The company anticipates a revenue and adjusted operating profit growth of approximately 2% for the fiscal year 2025, with accelerated growth in new tobacco revenue expected to achieve double-digit growth in the second half [3] - The company plans to increase its share buyback program to £1.3 billion in 2026, up from £1.1 billion in 2025 [3]

Investment Rating - Industry rating is maintained at "Outperform" [6] Core Insights - British American Tobacco focuses on expanding the Glo product line in the second half of the year, with expectations for revenue growth driven by innovative products [1] - For the fiscal year 2025, British American Tobacco anticipates revenue growth of 1-2% and adjusted operating profit growth of 1.5%-2.5%, indicating strong resilience [1] - The U.S. market is expected to recover revenue and profit growth due to enhanced delivery capabilities of combustible tobacco products and the Velo Plus brand [1] - Despite a 9% year-on-year decline in industry sales, British American Tobacco has solidified its market share in the U.S. [1] - The electronic cigarette export value from China remained stable in April 2025, with a total export value of $8.77 billion, showing a year-on-year decline of 1.84% [4] Summary by Sections Emerging Tobacco Products - Velo is the fastest-growing product in the oral tobacco category, with a market share increase of 270 basis points to 14.3% and a modern oral tobacco share increase of 350 basis points to 29.7% [2] - The U.S. market saw a total volume share increase of 550 basis points to 11.9%, driven by high trial and retention rates [2] - Glo's market share decreased by 90 basis points due to intense competition in Japan, but the launch of Glo Hilo in Serbia showed promising results [2] E-Cigarettes - Vuse maintains its global value share leadership, but the U.S. and Canadian markets are affected by illegal products [3] - The company expects a double-digit revenue decline in the first half of the year, with improvements anticipated in the second half due to the phased launch of the Vuse Ultra product [3] - Long-term goals include revenue growth of 3-5% and adjusted operating profit growth of 4-6% by 2026 [3] Market Performance - The top five export destinations for Chinese e-cigarettes accounted for 65.96% of total exports, with the U.S. being the largest market at $3.34 billion [4] - The UAE market has shown significant growth, surpassing Malaysia to become the fifth-largest destination for Chinese e-cigarette exports [4] Investment Opportunities - Suggested companies to focus on include Smoore International, Yinghe Technology, and others in the vaping supply chain [5]

Investment Rating - Industry rating is maintained at "Outperform the Market" [6] Core Insights - British American Tobacco focuses on expanding the Glo product line in the second half of the year, with expectations for revenue growth driven by innovative products [1] - The company anticipates a revenue increase of 1-2% for the fiscal year 2025, with adjusted operating profit expected to rise by 1.5%-2.5% [1] - Despite a 9% year-on-year decline in industry sales, British American Tobacco has solidified its market share in the U.S. [1] - The electronic cigarette export value from China remained stable in April 2025, with a total export amount of $8.77 billion, showing a year-on-year decline of 1.84% [4] Summary by Sections Emerging Industry - British American Tobacco's revenue for the first half of 2025 is better than expected, with strong performance in the Americas, Middle East, and Europe regions [1] - The modern oral tobacco product Velo is experiencing rapid growth, increasing its market share by 270 basis points to 14.3% [2] - Glo's market share has decreased by 90 basis points, primarily due to competition in Japan, but Glo Hilo's launch in Serbia shows promising results [2] Electronic Cigarettes - Vuse maintains its global value share leadership, but faces challenges from illegal products in the U.S. and Canada [3] - The company expects a double-digit revenue decline in the first half of the year, with improvements anticipated in the second half due to the launch of Vuse Ultra [3] - Long-term goals include a revenue growth target of 3-5% and adjusted operating profit growth of 4-6% by 2026 [3] Export Data - In the first four months of 2025, China's electronic cigarette exports totaled $3.242 billion, with the U.S. being the largest market, accounting for $334 million [4] - The UAE market has shown significant growth, surpassing Malaysia to become the fifth-largest destination for Chinese electronic cigarette exports [4] Investment Opportunities - Suggested companies to focus on include Smoore International, Yinghe Technology, and others in the vaping supply chain [5]