The United States Heat-not-Burn (HNB) Products Market was valued at US$ 725 million in 2024 and is projected to reach US$ 1.45 billion by 2030, growing at a Compound Annual Growth Rate (CAGR) of 12.3% during the forecast period (2024–2030). This growth is driven by rising demand for smoking alternatives, increasing awareness of reduced-risk products, and evolving tobacco regulations that favor harm reduction strategies. Key factors include the popularity of premium devices, which account for 55% of the market value, and the rapid 25% annual growth in smart HNB technologies focused on user experience and precise temperature control.
As the tobacco sector pivots toward harm reduction and innovative alternatives to traditional cigarettes, attention turns to the leading manufacturers pushing boundaries in heat-not-burn technology. These products, which heat tobacco without combustion to minimize harmful emissions, are gaining traction among adult smokers seeking safer options. In this blog, we profile the Top 10 Companies in the United States Heat-not-Burn (HNB) Products Market—a blend of global tobacco giants and specialized innovators driving research, distribution, and consumer adoption in this dynamic landscape.
🔟 1. Philip Morris International
Headquarters: New York, New York, USA
Key Offering: IQOS heated tobacco system, HEETS tobacco sticks
Philip Morris International stands as a dominant force in the HNB market, with its IQOS device leading adoption through advanced heating technology that delivers a tobacco flavor without burning. In the US, PMI has expanded distribution via partnerships and retail channels, focusing on urban markets where consumer education campaigns highlight reduced exposure to harmful chemicals compared to cigarettes. This strategic push has solidified its position, capturing about 40% of revenues through an established ecosystem.
Harm Reduction Initiatives:
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Investment in clinical studies demonstrating lower emission profiles
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Collaborations with regulators and health organizations for product authorization
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Commitment to transitioning 100 million smokers to reduced-risk products by 2025
Download FREE Sample Report: United States Heat-not-Burn (HNB) Products Market – View in Detailed Research Report
9️⃣ 2. British American Tobacco
Headquarters: London, United Kingdom (US operations in various cities)
Key Offering: glo heated tobacco device, neo tobacco sticks
British American Tobacco has made significant inroads in the US HNB segment with its glo system, which uses blade-heating technology for consistent sessions. The company emphasizes accessibility through online and offline sales, targeting a broad demographic of adult tobacco users transitioning from combustibles, while investing in flavor innovations to enhance user satisfaction. This approach aligns with the growing preference for customizable experiences in the premium segment.
Harm Reduction Initiatives:
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Expansion of scientific research on aerosol composition
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Partnerships with US retailers to boost authorized distribution networks
8️⃣ 3. Altria Group, Inc.
Headquarters: Richmond, Virginia, USA
Key Offering: on! nicotine pouches (HNB-adjacent), partnerships for heated products
Altria, a major US tobacco player, is actively exploring HNB through investments and collaborations, leveraging its strong domestic distribution for emerging heated alternatives. The company’s focus on premium segments has driven market share growth, particularly in loose-leaf and tobacco stick devices, amid rising demand for customizable experiences. With targets for reduced-risk product revenue exceeding 50% by 2030, Altria is well-positioned to capitalize on regulatory shifts.
Harm Reduction Initiatives:
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Targets for reduced-risk product revenue exceeding 50% by 2030
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Joint ventures with international firms to introduce HNB innovations locally
7️⃣ 4. Japan Tobacco International
Headquarters: Geneva, Switzerland (US presence in Washington, D.C.)
Key Offering: Ploom X heated tobacco system, menthol tobacco blends
Japan Tobacco International brings its expertise from Asian markets to the US, where Ploom devices are gaining popularity for their compact design and induction heating. JTI prioritizes regulatory compliance and consumer education, positioning HNB as a viable alternative in a market influenced by strict FDA oversight. The aim to supply 10% of the US HNB market through localized production underscores its commitment to growth.
Harm Reduction Initiatives:
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Aim to supply 10% of US HNB market through localized production
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Launch of user-centric apps for device management and usage tracking
Download FREE Sample Report: United States Heat-not-Burn (HNB) Products Market – View in Detailed Research Report
6️⃣ 5. Imperial Brands
Headquarters: London, United Kingdom (US operations in various states)
Key Offering: myblu heated system variants, tobacco accessories
Imperial Brands is carving out a niche in the US HNB space by integrating heated tobacco with its existing e-vapor portfolio, offering hybrid solutions for diverse consumer preferences. The company’s emphasis on quality control and safety features has appealed to health-conscious users, supporting steady growth in offline sales channels. This integration helps address the split between online and offline sales, where offline remains dominant.
Harm Reduction Initiatives:
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Development of emission-reduction technologies in heating elements
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Engagement in public health dialogues to promote HNB as a cigarette alternative
5️⃣ 6. KT&G Corporation
Headquarters: Seoul, South Korea (US market entry via distributors)
Key Offering: lil heated tobacco device, specialized sticks
KT&G Corporation, a leader from the Asian HNB pioneer markets, is expanding in the US with its lil system, known for efficient heating and diverse flavors. The firm focuses on urban distribution and online platforms, addressing the demand for portable, discreet devices among younger adult demographics. With current US sales growth targeting 20% annually, KT&G is tapping into the 15% CAGR for online channels.
Harm Reduction Initiatives:
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Current US sales growth targeting 20% annually
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Investment in smart features for temperature precision
4️⃣ 7. Swisher International
Headquarters: Jacksonville, Florida, USA
Key Offering: Sweet Heat HNB variants, traditional tobacco integrations
Swisher International leverages its legacy in US tobacco to introduce HNB products that blend familiarity with innovation, focusing on affordable entry points for traditional smokers. Their approach emphasizes robust manufacturing and wide retail availability, contributing to market penetration in both urban and rural areas. This strategy supports the sector’s strength in urban centers like California and New York.
Harm Reduction Initiatives:
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Research into low-emission tobacco formulations
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Expansion of authorized dealer networks for safe access
3️⃣ 8. Turning Point Brands
Headquarters: Louisville, Kentucky, USA
Key Offering: Stoker’s HNB accessories, emerging heated devices
Turning Point Brands is rising in the HNB arena by diversifying from smokeless products into heated alternatives, with a keen eye on regulatory trends. Their strategy involves targeted marketing to adult users, enhancing user experience through ergonomic designs and flavor variety to foster loyalty. As regulations tighten, such adaptability is crucial for smaller players in a mature market.
Harm Reduction Initiatives:
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Indigenous development of US-compliant HNB technologies
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Collaborations with local manufacturers to scale production
2️⃣ 9. 22nd Century Group
Headquarters: Getzville, New York, USA
Key Offering: Modified-risk tobacco for HNB, RED Sun cigarettes transition
22nd Century Group specializes in reduced-nicotine and harm-minimizing tobacco, adapting these for HNB systems to offer groundbreaking low-exposure options. In the US, their focus on scientific validation and FDA pathways has positioned them as innovators, driving growth in premium and smart device segments. Plans to achieve 30% market share in reduced-risk HNB by 2030 reflect ambitious health-focused goals.
Harm Reduction Initiatives:
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Plans to achieve 30% market share in reduced-risk HNB by 2030
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Extensive R&D in plant-based tobacco modifications
Read Full Report: United States Heat-not-Burn (HNB) Products Market – View in Detailed Research Report
1️⃣ 10. JUUL Labs
Headquarters: San Francisco, California, USA
Key Offering: JUUL heated pods, HNB-compatible e-liquids
JUUL Labs, primarily known for vaping, is venturing deeper into HNB with hybrid heated systems that bridge e-cigarettes and tobacco heating. Their strong US presence, backed by digital marketing and youth prevention measures, supports rapid expansion in online sales, appealing to tech-savvy consumers seeking convenient alternatives. This positions JUUL to challenge incumbents with innovative, connected solutions.
Harm Reduction Initiatives:
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End-to-end solutions for flavor-restricted markets
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Strategic alliances with tobacco firms for HNB integration
Read Full Report: United States Heat-not-Burn (HNB) Products Market – View in Detailed Research Report
🌍 Outlook: The Future of United States Heat-not-Burn Products Is Innovative and Regulated
The United States HNB products market is evolving rapidly, with traditional tobacco giving way to advanced heating technologies that prioritize user health and satisfaction. While combustibles remain prevalent, billions are being poured into R&D for lower-emission devices, regulatory compliance, and expanded distribution, signaling a transformative era for harm reduction. Tobacco stick HNB devices lead with around 60% share, followed by loose-leaf and e-cigarette vapors, illustrating diverse preferences.
📈 Key Trends Shaping the Market:
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Accelerated growth in smart HNB devices across urban centers
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Regulatory mandates for reduced-risk product approvals by 2030
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Digital integration for sales tracking and consumer engagement
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Alliances between tobacco majors and tech firms for innovation
Market Trends Affecting United States Heat-not-Burn Products
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Consolidation among tobacco giants — mergers and acquisitions streamline product lines but demand scrutiny of brand-specific compliance and distribution. Recent deals are redefining US market access for HNB technologies.
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Advancements in heating elements and reduced emissions — companies are adopting precise temperature controls and bio-materials to meet FDA standards and lower health risks. PMI’s IQOS updates exemplify this shift.
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Digital connectivity and app-based management — platforms for usage monitoring, flavor customization, and compliance tracking (like BAT’s glo app) are essential for multi-channel operations.
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Compact, user-friendly designs — portable devices with multi-flavor options reduce barriers to adoption, favored in on-the-go lifestyles. JTI’s Ploom leads in this area.
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Automation in manufacturing and supply chains — automated production lines and logistics cut costs and ensure quality, minimizing labor needs in high-volume HNB stick fabrication.
Read Full Report: United States Heat-not-Burn (HNB) Products Market – View in Detailed Research Report
The companies listed above are not only powering the HNB revolution—they’re leading the shift to safer tobacco alternatives in the United States.