Ploom X Advanced Sales Surge As JTI Accelerates UK Market Expansion Plans

Ploom X Advanced sales surge as JTI accelerates UK market expansion plans

Japan Tobacco International (JTI) plans to expand its heated tobacco devices "Ploom X Advanced" and "Evo" to markets outside London, and expects the market value of the heated tobacco category to reach 400 million pounds by 2027.

According to Better Retailing on June 3, Japan Tobacco International (JTI) publicly confirmed the expansion of the sale of heated tobacco devices "Ploom X Advanced" and "Evo" cigarettes to Glasgow and Sheffield, which is the first time they are sold in channels outside London.

"Ploom X Advanced" will be available for the first time in convenience retailers and multiple retail outlets across the UK as early as September 2023. This year, it was named the winner of the 2024 Heated Tobacco Product of the Year Award.

According to local suppliers, "Ploom" sales have almost doubled since last year, while the market value of the heated tobacco category has reached 120 million pounds in traditional retail, an annual growth rate of 8.9%. In addition, the company has also launched wholesale promotions for "Ploom" and "Evo", providing customized PoS support to support its expansion.

Mark McGuinness, the company's UK marketing director, said: "Ploom has seen significant growth over the past 12 months and we have ambitious plans to take this momentum to standalone convenience channels outside of London in 2024. The heated tobacco category is estimated to be worth £400m by 2027 as more consumers look for heated tobacco devices that are similar to the traditional tobacco experience but different from burning. We look forward to working closely with retailers in Sheffield and Glasgow to educate them about the opportunities in this popular category and hope they can benefit from this booming market."