Smoker Takumi Itou is an example of how much Japan Tobacco Inc. needs to catch up, as international rivals gain ground in the battle to offer the next generation of smoking alternatives.
Itou has been using a ¥9,980 ($89) IQOS device made by Philip Morris International Inc. that heats rather than burns tobacco. He'll have more choices Thursday, when Japan Tobacco begins selling a rival ¥4,000 product called Ploom Tech in Tokyo. However, Itou said he's not interested after trying one that a friend owns.
"It doesn't feel like tobacco at all," he said. Instead, the 38-year-old musician is considering switching to British American Tobacco PLC's ¥8,000 glo, which he said tastes better.