JTI on its innovative brand Ploom and vision for the future
Claudio Ferreira, Global Travel Retail General Manager, JTI
Tobacco and vaping company JT International (JTI) is described as already making waves at major international airports including Geneva, Zurich, Milan, Rome, Athens and Madrid. According to Global Travel Retail General Manager, Claudio Ferreira, one of its latest launches is the limited edition Ploom device and accessories at Rome Fiumicino Airport. The line was created from an exclusive collaboration with renowned French designer Ora ïto.
“Combining groundbreaking technology with artistic sophistication, the special edition Ploom and its accessories redefine the consumer experience, offering something truly unique for modern adult travelers. The campaign delivers a fresh and exciting consumer experience, showcasing JTI’s commitment to bringing innovation to the travel retail market,” shares Ferreira.
Ploom is a brand of tobacco heating devices that integrates both traditional and electronic cigarettes. With its journey into new travel retail markets well underway, JTI is planning to expand the brand to other regions including Asia.
Ploom Lounge at Kansai International Airport in Osaka, Japan
The growing demand for reduced-risk products such as heated tobacco is driven by increased awareness among adult consumers seeking alternatives to traditional combustible cigarettes with a potential to reduce the risks associated with smoking
Growing the reduced-risk product category
Speaking about diversifying JTI’s portfolio to respond to developing consumer preferences among its adult consumer base, Ferreira says as the owner of some of the world’s most well-known brands, JTI needs to remain flexible in adapting to changes by offering more convenient packaging options, exclusive promotions and immersive shopping experiences.
JTI offers a multi-category portfolio with continued emphasis on combustibles (cigarettes and roll-your-own), which remain the backbone of the category. The company has a strong portfolio of leading brands in Asia centered around Mevius, the leading tobacco brand in Japan. As noted by Ferreira, JTI’s consumer-centric offerings that are well-received by adult consumers in Asia include innovation launches, Flavor on Demand and Super Slims segments like Mevius E-Series, Tokyo Craft Ice, Option Fizzy Twist, Freezy Dew and Summer Sling.
“Our vision extends further with the growth of our reduced-risk product (RRP) category, and Ploom is an excellent example of how we’re rethinking innovation to meet consumer needs,” he says. “We focus our investment and innovation efforts on providing our consumers with a wide range of alternative products that have the potential to reduce the risks associated with smoking and are marketed responsibly.”
There is a growing interest in the demand for reduced-risk products such as heated tobacco, as displayed by the uptake of Ploom, as well as RRP as a destination category. This is reflected by the increasing share of sales. “This trend is driven by increased awareness among consumers seeking alternatives to traditional combustible cigarettes with a potential to reduce the risks associated with smoking,” Ferreira explains. While Ploom remains the primary focus of its RRP portfolio, JTI is also excited to enhance its offering of reduced-risk products in connection to its nicotine pouch brand, Nordic Spirit, in European travel retail markets.
Throughout January, JTI witnessed an “outstanding response” to the launch of its Mevius Chinese New Year Limited Edition Pack, with more than 70% of allocated stock sold in Jakarta, Indonesia
Tobacco trends in duty free
When browsing the duty free channel, travelers often seek convenience and exclusivity. In the majority of Asian countries, gifting is intertwined into the culture, especially during festive seasons. Throughout January, JTI witnessed an “outstanding response” to the launch of its Mevius Chinese New Year Limited Edition Pack, with more than 70% of allocated stock sold in Jakarta, Indonesia. According to Ferreira, the company celebrated the Year of the Snake earlier this year by engaging consumers in a dynamic series of campaigns that brought the festive spirit to life.
A word on illicit trade
On the relevance of the channel for tobacco, particularly when it comes to duty free serving as a major contributor to illicit trade, it is affirmed that duty free is transparent, highly controlled and one of the most securely managed in the world. Both the manufacturers and retailers have rigorous security controls and supply chain procedures in place. Despite initiatives such as the “Duty Free: Trusted, Transparent, Secure” campaign, the travel retail industry is facing threat from illicit manufacturers that have the potential to cause economic and reputational damage.
“Together, with other duty free industry representatives, we continue to raise awareness and collaborate with customs and law enforcement agencies around the world to ensure criminal activities such as illicit trade have no place in it,” states Ferreira. “With such high standards of control and compliance in the duty free channel, we believe the tobacco category will continue to remain a most relevant category in the context of global travel retail.”
