PMI pushes Philippine adoption as smoke-free revenues hit 43%
Philip Morris International is looking to accelerate the adoption of its smoke-free products in the Philippines as the portfolio accounts for 43% of its global net revenues, bringing the tobacco giant closer to its 2030 target.
Philip Morris International (PMI) is accelerating the adoption of its smoke-free products in the Philippines, as these products now make up 43% of the company's global net revenues, propelling it closer to its 2030 target. Tommaso di Giovanni, PMI's vice president for communications and engagement, reported that the company has continued to make progress, with smoke-free products accounting for 40% of net revenues in April 2025.
PMI's success is measured by the number of smokers transitioning to smoke-free products, rather than just revenue figures, as positive societal and public health impact is a greater measure of progress. The company tailors its products and communications to specific markets, with e-cigarettes popular in the UK, heated tobacco products in Japan, oral nicotine pouches in Italy, and ZYN in the US.
In the Philippines, PMI is developing a diverse portfolio of smoke-free products to cater to local consumer preferences. Despite traction in IQOS and ZYN, PMI acknowledges that more needs to be done to encourage smokers to switch away from traditional cigarettes, with 14 million Filipinos still smoking.
Written by urgent.news from Philippine Star Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
