Our smoke-free vision
There are more than one billion smokers in the world. And despite health warnings, campaigns focused solely on cessation, and increasing tobacco control measures, this number is not expected to change in the newar future. At PMI, we have made it our mission to replace cigarettes with smoke-free alternatives as soon as possible.
This will take time. But we are making significant efforts to accelerate the transition. To date, we have dedicated more than 1,460 scientists, engineers and technicians, and invested over USD 14 billion in the research and development of innovative smoke-free products that adult smokers can switch to.
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.
Why are we going smoke-free?
We understand the millions of men and women who smoke cigarettes. Many are looking for less harmful, yet satisfying, alternatives to smoking. We will give them that choice.
We have a commitment to our employees and our shareholders, which we are fulfilling by pursuing this path to sustainable success. We have a commitment to society, which expects us to act responsibly. We are doing just that, by delivering a smoke-free future.
PMI is committed to serving as an agent of change and advocate of positive values.
Our progress toward a smoke-free future as of 2025 Q1
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![C24002_Spotlight_icons_150x150_PMI_process-;age_icon_150x150_1]()
42 percent
of PMI’s total net revenues came from our smoke-free business.
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![C24002_Spotlight_icons_150x150_PMI_process-page_icon_150x150_2 1]()
38.6 million
estimated total adult users of PMI’s smoke-free products¹.
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![C24002_Spotlight_icons_150x150_PMI_process-;age_icon_150x150_4]()
95 markets
where our smoke-free products are available, providing better alternatives for legal-age smokers.
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![C24002_Spotlight_icons_150x150_PMI_process-;age_icon_150x150_5]()
USD >14 billion
invested to develop, scientifically substantiate, and commercialize smoke-free products since 2008¹.
1 As of December 31, 2024. Important Note: This information should be read in conjunction with the Philip Morris International Inc. earnings release dated April 23, 2025, as well as the accompanying glossary of key terms, definitions, explanatory notes, select financial information and reconciliations of non-GAAP financial measures, both of which are available on our Investor Relations pages. “PMI,” “We,” “Our,” & “Us” refers to the entire Philip Morris International family of companies.