The decline in cigarette sales increased five-fold following the introduction of our smoke-free product, according to a study for the American Cancer Society.
During the same period, combined sales of all tobacco products continued to decline.
The findings of a second independent study, published in May 2020, were “consistent with the conclusion” of the American Cancer Society study.
Japan is an example of the remarkable impact introducing smoke-free alternatives to continued smoking could have when it comes to ending cigarettes.
And for that, there seem to be a number of factors in play:
There are smoke-free products available.
Adult smokers know about them.
They have accurate and non-misleading information about the products.
These products are acceptable to them.
Read more about our progress
Independent research, significant results
In June 2019, a study conducted by researchers working for the American Cancer Society showed a significant decline in cigarette sales following the introduction of our heated tobacco product in 2015.
According to the study, cigarette sales had been declining by around 1.8 percent per year prior to the introduction, but this increased to 9.5 percent per year following the introduction.
The authors of the study concluded it was the introduction of our heated tobacco product which “likely reduced cigarette sales in Japan.”
A second independent study, on how trends in cigarette sales in Japan correspond to the introduction of heated tobacco products, was published on May 20, 2020. Its conclusion was the following: “The accelerated decline in cigarette only sales in Japan since 2016 corresponds to the introduction and growth in the sale of HTPs.”
There was a very low uptake of our smoke-free product among never-smokers. We know this because we carried out repeated cross-sectional studies with the adult general population in Japan and with users of our smoke-free product.
It’s time to make smoking history
Music starts.
Word appear on screen:
We built the world's most successful cigarette company
But now we've committed to stop selling cigarettes for good.
Voiceover begins:
Jacek Olczak, CEO, Philip Morris International speaks:
The evidence is clear.
Smoke-free alternatives can accelerate the end of smoking.
Words appear on screen
That's why we have a range of products
that give adult smokers better alternatives to cigarettes.
Emmanuel Babeau, Chief Financial Officer, Philip Morris International speaks:
I believe that nobody today can seriously challenge how genuine we are in delivering this ambition.
Words appear on screen:
The proof?
Around 23 million adults have switched to our leading heated tobacco product.
and stopped smoking.
Voiceover of Stacey Kennedy, President Americas and CEO PMI's US business, is heard:
We are building our company's future around better alternatives to smoking.
Words appear on screen:
... and 38.6million adults are now using our range of smoke-free products in 95 markets.
across the globe.
Source: PMI Q1 earnings 2025.
Scott Coutts, Senior Vice President Operations, Philip Morris International, speaks to camera:
When we say we want to do something, we can change the industry as we're doing today.
Serge Maeder, Global Head of RRP System Innovation, Philip Morris International, speaks to camera:
We have a chance in the next 10 years to go full smoke-free products in PMI.
Words appear on screen:
By 2030, we aim to have more than
2/3rds of our net revenue come from our smoke-free business.
We are currently at 42%.
Source: PMI Q1 earnings 2025.
Jacek Olczak, CEO, Philip Morris International, speaks to camera:
The world has to move now to help smokers to move to the better alternative.
Stefano Volpetti, President SFP Category and CCO, Philip Morris International, speaks to camera:
We are sitting on something that can change the trajectory of public health.
Words appear on screen:
In 2020, the FDA authorized the marketing of our leading
heated tobacco brand as a modified risk tobacco product.
Badrul Chowdhury, Chief Life Sciences Officer, SFP, Philip Morris International, speaks to camera:
You actually have a product where the 100 or so chemicals
which are known to be harmful are reduced or eliminated.
That's the scientific breakthrough.
Words appear on screen: Smoke-free products are not risk-free and contain nicotine, which is addictive.
And in 2025 the FDA authorized our Number 1 nicotine pouch brand,
making it the 1st of its kind to be authorized.
Moira Gilchrist, Chief Communications Officer, Philip Morris International, speaks:
The science never stops. The investigation never stops.
And we're determined to provide the evidence that will convince regulators, not just FDA.
Stefano Volpetti speaks to camera:
We're going to get there faster if society, health regulators help us because
we have a responsibility to consumers out there to provide them with better alternatives.
Jacek Olczak speaks:
We can be saying, remember when people smoke?
It's time to make smoking history.
Philip Morris International's logo appears on screen.
Our data also confirms that our smoke-free product is reaching the intended audience—which is adult smokers—and is of very limited interest to adults who have never used nicotine products before, or adults who had already completely stopped using nicotine products.
Of course, the best thing a smoker can do is to quit cigarettes and nicotine altogether, but the reality is that many do not. The impact a smoke-free alternative can have on cigarette sales in a market such as this demonstrates the demand for these products as a viable option for those smokers who would otherwise continue smoking.
This is a real example of the opportunity that exists for public health: smoke-free products as an additional asset and complement to measures aimed at preventing initiation and encouraging cessation. That’s in everyone’s interests.
