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 will not significantly decrease in the coming years, according to the World Health Organization. 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 1,586 scientists, engineers and technicians, and invested over USD 12.5 billion in the research and development of innovative smoke-free products that adult smokers can switch to.

What is a smoke-free future?

It’s time to make smoking history

2:26

World map made of green cubes

It’s time to make smoking history

Voiceover: Jacek Olczak, CEO, Philip Morris International

This company wants to change the world.

If we can get there this is going to be really phenomenal

Fast-paced music starts

Words on screen read: That’s why at Philip Morris International, we’ve committed to deliver a smoke-free future.

Voiceover: Stefano Volpetti, President, Smoke-Free Inhaled Products & Chief Consumer Officer, PMI.

This company has had the courage, the vision and leadership to establish a new direction.

Voiceover: Bin Li, Chief Product Officer, PMI

It's very difficult for a company to sign up for a big transformation like this.

Words on screen read: Our ambition? To move away from cigarettes.

Voiceover: Stacey Kennedy, President Americas Region and CEO of PMI’s U.S. business:

We are building our company's future around better alternatives to smoking.

Voiceover: Michael Voegele, Chief Digital and Information Officer, PMI:

I think it's a unique challenge being part of a team that revolutionizes the industry

Words on screen read: Since 2008, we’ve invested over 12.5 billion dollars in scientific substantiated smoke-free products.

Voiceover: Gregoire Verdeaux, Senior Vice President, External Affairs, PMI:

The end of cigarettes is doable and it is about setting a date, setting a timetable and setting a path to go there.

Words on screen read: And by 2030, we aim to have more than two-thirds of our net revenue come from smoke-free products.

In 2023, we were at 39.3% (as of December 31, 2023).

Voiceover: Marian Salzman, Senior Vice President & Chief Corporate Citizenship Officer, PMI:

I think we've become part of the ongoing dialogue around companies that can change.

Voiceover: Lars Dahlgren, President, Smoke-Free Oral Products and CEO, Swedish Match:

I've been impressed with the boldness of PMI articulating that the future is smoke free products.

Words on screen read: Currently our smoke-free products are available in 84 markets

Voiceover: Dr Moira Gilchrist, Chief Communications Officer, PMI:

We set out to develop these products and gather scientific evidence.

Voiceover: Dr Badrul Chowdhury, Chief Life Sciences Officer, Smoke-Free Products:

You actually have a product where the hundred or so chemicals which are known to be harmful are reduced or eliminated. That's the scientific breakthrough.

Voiceover: Dr Moira Gilchrist, Chief Communications Officer, PMI:

This is transforming the entire industry

Voiceover: Jacek Olczak, CEO, Philip Morris International:

The evidence is clear. Smoke-free alternatives can accelerate the end of smoking. The world has to move now to help smokers to move to the better alternative.

Words on screen read: 28.6 million adults globally are using our leading heated tobacco product, of which 20.8 million have switched completely and stopped smoking.

Voiceover: Jacek Olczak, CEO, Philip Morris International:

It's time to make smoking history.

Philip Morris International is seen 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.
Jacek Olczak, Chief Executive Officer, Philip Morris International

Our progress toward a smoke-free future

  • C24002_Spotlight_icons_150x150_PMI_process-;age_icon_150x150_1

    39 percent

    of PMI’s total net revenues came from our smoke-free business.¹

  • C24002_Spotlight_icons_150x150_PMI_process-page_icon_150x150_2 1

    33 million

    estimated total adult users of PMI’s smoke-free products.

  • C24002_Spotlight_icons_150x150_PMI_process-page_icon_150x150_6

    20.8 million

    adults are estimated to have switched to our smoke-free product, IQOS, and stopped smoking.

  • C24002_Spotlight_icons_150x150_PMI_process-;age_icon_150x150_4

    84 markets

    where our smoke-free products are available.

  • C24002_Spotlight_icons_150x150_PMI_process-;age_icon_150x150_5

    USD >12.5 billion

    invested to develop, scientifically substantiate, and commercialize smoke-free products since 2008.

1 Smoke-free business net revenues as of Q1 2024. All other figures are as of December 31, 2023.
Important Note: This information should be read in conjunction with the Philip Morris International Inc. earnings release dated April 23, 2024, 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.


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