[World No Tobacco Day] 'NICOLESS VAPE' Series Online Sales Surge 180% Year-on-Year Driven by Cost-Saving Needs Amid Tobacco Tax Hikes

## The Importance of 'Smart Switch' for World No Tobacco Day

May 31, World No Tobacco Day, is an international awareness day designated by the World Health Organization (WHO) to reflect on smoking and health. In recent years, movements to rethink smoking habits themselves are spreading, driven not only by increased health awareness but also by rising prices of food, energy, and tobacco.

In Japan, the theme for the 2026 No Tobacco Week is 'Does Everyone Know? Tobacco Rules.' As secondhand smoke prevention based on facilities and locations is being re-communicated from mere 'manners' to 'laws (rules),' there is a growing demand for choosing smoking environments that consider those around us.

Furthermore, due to price revisions following the tobacco tax hike in April 2026, major heated tobacco sticks reached the 620 yen per pack level. For those consuming one pack per day, annual expenditure exceeds 220,000 yen, making smoking habits a significant fixed household expense. Consequently, Litec proposes a new lifestyle, 'Smart Switch,' which focuses on adjusting to a pace that suits the individual, while reviewing costs and risks rather than outright denying daily smoking habits.

## 'Economic Reduction Needs' Outweigh Health Concerns

In an awareness survey conducted by Litec in September 2025, 78.7% of heated tobacco and VAPE users responded that they had 'thought about quitting or reducing smoking.' The most cited reason was 'because it costs money (for savings)' (69.4%), which surpassed 'for the sake of health' (63.7%).

Moreover, 38.6% of respondents used VAPE (e-cigarettes) as an alternative when quitting or reducing smoking, surpassing nicotine gums and patches. These results suggest that there is a growing realistic user need for 'switching without strain' rather than 'quitting completely.'

## 'NICOLESS VAPE' Online Sales Surge 180%!

This 'realistic need for smoking reduction and savings' has manifested in actual purchasing behavior following the tobacco tax hike. Recent online sales of the 'NICOLESS VAPE' series grew by a staggering 180% year-on-year. Furthermore, sales volumes in retail channels, including convenience stores nationwide, have significantly expanded in tandem with the cost-cutting movements of smokers triggered by the tax hike.

'Choosing to switch cleanly and smartly rather than enduring' is now solidifying as a new trend.

## 'NICOLESS VAPE 2': Balancing Consideration for Others and Outstanding Cost Performance

Litec offers the nicotine-free 'NICOLESS VAPE' series for users looking to reconsider their smoking habits. Its core, 'NICOLESS VAPE 2,' is a next-generation model featuring significantly updated suction capacity and design based on user feedback.

Because this product generates no secondhand smoke or passive smoking indoors, it allows for thorough consideration for family and surroundings, and there is no worry about the environmental burden of littering. In addition to a slim pen-type design with a strap hole, it is equipped with a dedicated cover to protect the mouthpiece, ensuring clean portability. It is a maintenance-free entry model that is easy to start.

## [Simulation: Dramatic Cost-Down Effect Through Switching]

When making a 'Smart Switch' from a typical heated tobacco product (620 yen/pack, approx. 280 suctions) to 'NICOLESS VAPE 2' (1,350 yen/set, approx. 900 suctions), the following significant cost savings can be expected:

- Monthly Cost (calculated for 30 days):
- Heated tobacco: 18,600 yen ➔ NICOLESS VAPE 2: approx. 12,600 yen (savings of approx. 6,000 yen)
- Annual Cost:
- Heated tobacco: 226,300 yen ➔ NICOLESS VAPE 2: approx. 153,300 yen (savings of approx. 73,000 yen)

The low suction cost per hit and the overwhelming annual cost reduction represent a crucial option for smokers who view reducing smoking as a way to save money, allowing them to continue without economic strain.