Philippine makes headway in PMI’s goal to boost smoke-free revenues

MANILA, Philippines — The Philippines is making progress in contributing to Philip Morris International’s (PMI) global goal of generating two-thirds of net revenues from smoke-free products or alternatives.

Tobacco giant PMI aims to achieve this target by 2030, through smoke-free alternative offerings including heated tobacco products, e-vapor products and oral smokeless products.

Data from PMFTC Inc., the Philippine affiliate of PMI, showed that these products contributed approximately 42 percent to PMI’s total revenue globally as of the first quarter of this year.

“While we do not disclose specific volume figures, this percentage reflects the growing share of IQOS and other smoke-free products in our overall sales mix. The Philippines is actively progressing toward this global ambition,” PMFTC said.

PMI is offering science-based smoke-free products as alternatives to cigarettes as such provide nicotine without the harmful chemicals and effects of burning tobacco.

In the Philippines, PMFTC offers smoke-free alternatives such as the heated tobacco product IQOS and ZYN nicotine pouch.

PMI’s global ambition is to reach at least 40 million adult users of smoke-free products this year.

As of the fourth quarter of 2024, PMI has reached approximately 39 million users.

“In the Philippines, we are also making steady progress, with the number of adult users approaching 150,000. This growth underscores our commitment to accelerating the transition away from cigarettes and toward better alternatives,” PMFTC said.

PMFTC said most users of its smoke-free products are former adult smokers that have transitioned from the company’s cigarette brands. 

“This reflects our proactive efforts to guide adult smokers toward better alternatives. This shift underscores our commitment to accelerating the decline of cigarette consumption by offering scientifically substantiated, less harmful options compared to continued smoking,” it said.

Tomoko Iida, director of scientific engagement at PMI said that as more people learn and get accurate information on smoke-free alternatives, the Philippines could see a faster shift to smoke-free products and a quicker decline in cigarette use.