PMI’s products are sold in 180 markets. In many of these, we hold the no. 1 or no. 2 positions by market share. Globally, we own the number one heat-not-burn, nicotine pouch, and cigarette brands. 

Our smoke-free portfolio is led by two blockbuster brands, IQOS in heat-not-burn and ZYN in nicotine pouches. They are complemented by VEEV e-vapor, and General snus. During our most recent quarter, approximately 39 percent of our total net revenues came from our smoke-free business. By 2030, our ambition is to raise that proportion to over two-thirds.

Our affiliates market products responsibly and follow four core principles: They market and sell products to adult smokers, they warn consumers about the health effects of the products, their marketing is honest and accurate, and they respect the law.

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Our leading smoke-free brands


The world’s #1 heat-not-burn brand

IQOS is a smoke-free device into which a consumable is inserted and heated to generate an aerosol. Our latest IQOS ILUMA sets new standards in reliability, convenience, and user experience.

Because IQOS emits on average 95 percent lower levels of harmful chemicals compared with cigarettes1, it represents a much better choice for hundreds of millions of adults who would otherwise continue smoking.

As of December 31, 2023, an estimated 20.8 million adults had switched to IQOS and stopped smoking.


The world’s #1 nicotine pouch brand

ZYN nicotine pouches contain nicotine and flavors, and are consumed by placing them between the gum and the cheek or upper lip. They do not contain tobacco and are inherently smoke-free. ZYN comes in a range of sizes, flavors, and nicotine strengths.

ZYN has shown remarkable shipment volume growth in the U.S., from 4 million cans in 2017 to 385 million cans in 2023. During our most recent quarter, it had over 70 percent share of the U.S. nicotine pouch market2.

Our affiliates market ZYN responsibly, and you can read more about this on our Marketing Standards page.

Our combustible tobacco products portfolio is led by Marlboro, the world’s best-selling international cigarette, which is complemented by L&M, ChesterfieldPhilip Morris, and Parliament. Globally, these products made up 25.2 percent3 of the cigarette market in 2023 (excluding China and the U.S.).

Our leading combustible brands 

1 “95 percent” represents the average reduction in levels of the nine chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine.
2 ZYN category share in percent over a 13-week period in Q4 2023.
3 Defined as PMI's cigarette in-market sales volume as a percentage of total industry cigarette sales volume, excluding China and the U.S., including cigarillos in Japan.