People of Japan are shifting toward e-cigarettes to eliminate the excretion of smoke and protect themselves and the environment from harmful effects of tobacco burning. Unlike the tobacco cigarettes, the e-cigarettes produce mist that is easily dissolved in the air within a few seconds. As these alternate smoking devices do not produce ash and smoke, they can be administered in locations where cigarette smoking is prohibited, due to the harmful health effects posed by the conventional cigarettes.

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The e-cigarette manufacturers and vendors are offering an array of products for the Japanese population. The product portfolio includes disposable and rechargeable cig-a-like, closed system and open tank vaporizer, vape mod, and infused and heat-not-burn T-vapor. In the coming years, the Japanese populace will prefer rechargeable cig-a-like over other products, as it offers flexibility in continuous usage.

According to P&S Intelligence, this e-cigarette will be mostly used by the people within the age group of 35–44 years, in the coming years. The aftermarket segment of the Japanese e-cigarette market is categorized into refill, battery and charger, and others that include coils, tanks, and atomizers. Among these, the refill category held the largest market share in 2018.

This category is further classified into liquid type, including nicotine-based and non-nicotine-based e-cigarettes; and flavor, including fruit, tobacco, menthol, candy, savory/spice, bakery/dessert, beverage, menthol tobacco, and others. Among these, in 2018, the nicotine-based liquid type refill dominated the market, as it is being marketed as an alternative for tobacco cigarettes.