Domestic Rivalry Heats Up: KT&G Narrows Gap on Global Leader PMI in Heated Tobacco Market
Creatrip Team
17 days ago
South Korea’s heated tobacco product (HTP) market is dominated by two players — local leader KT&G and global giant Philip Morris International (PMI). While PMI’s IQOS leads worldwide (about 76% global share), KT&G holds the top spot domestically with a reported 47.4% share in the next-generation product (NGP) segment. Industry estimates place PMI close behind at roughly 45%, making the domestic market a tight two-horse race. KT&G has refreshed its Lil (릴) lineup to third-generation models (Solid, Hybrid, Able), expanded retail availability of Lil Able 3.0 to convenience stores nationwide, grown its dedicated stick selections to 19 variants, and plans a domestic-first launch of a new platform before overseas rollout. PMI is strengthening its domestic offering around the IQOS Iluma i series and broadening its stick families (Terea, Cintia) to cover premium and more affordable tiers. BAT (glo) and JTI (Ploom Aura) are also pushing new products, keeping pressure on the two leaders. Analysts expect the KT&G–PMI duopoly to persist in the near term, but forecast fiercer competition in the second half as new platforms, expanded stick lineups, and enhanced brand experiences drive consumer switching. (릴: KT&G’s heated tobacco device brand)
