Japan's heated non-burning cigarette prices are about to rise

Philip Morris International (PMI) announced that starting from April 1, 2026, the prices of its TEREA and SENTIA heated tobacco products will increase to tie in with tobacco tax increases. The retail price of TEREA products will increase from 580 yen to 620 yen, and the retail price of SENTIA products will increase from 530 yen to 570 yen. The price of the Miix series, designed specifically for lil Hybrid devices, will increase from 510 yen to 560 yen. At the same time, the suggested retail price of Marlboro cigarettes will also increase from 600 yen to 620 yen. With the unification of taxes on heated tobacco rods and combustible cigarettes, the price advantage of heated tobacco products will disappear, and TEREA and Marlboro will be retail at the same price in the premium tobacco market. Japan Tobacco plans to increase the retail price of its heated tobacco products. This adjustment will introduce a tax reform for the tobacco category. The new regulations will take effect on April 1, 2026. This price increase will apply to all 37 products of the Ploom series of tobacco and With series of cigarettes. In the Ploom product line, the price of 12 EVO flavors will increase from 550 yen to 580 yen ($3.80); the price of 12 Mevius flavors will increase from 520 yen to 550 yen ($3.6); and the price of seven Camel flavors will increase from 500 yen to 530 yen ($3.47). In the With series, the price of six Mevius tobacco capsule flavors will increase from 600 yen to 620 yen ($4.06).