Philip Morris International (PMI) has reiterated its long-term direction toward reducing cigarette use by promoting alternative, smoke-free technologies aimed at adult smokers. The company emphasized its ongoing efforts to support a shift away from traditional tobacco products through innovation and product development.
Tommaso Di Giovanni, PMI vice president for communications and engagement, said that the company is “doing everything to get to a smoke-free future as soon as possible.”
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Collaboration Seen as Key to Industry Transition
Di Giovanni stressed that achieving a smoke-free future cannot be accomplished by the company alone, underscoring the need for cooperation across sectors. He pointed out that progress depends on the combined roles of policy, public acceptance, and consumer readiness.
“We need to work together, because regulation is important, acceptance in society is important, and acceptance by consumers is important,” said Di Giovanni during a conference in Sweden.
He added that broader collaboration among industry players, regulators, and society is necessary to support the adoption of new technologies. The conference also highlighted Sweden’s experience, where smoking prevalence has dropped to around 5.4 percent, significantly lower than the European Union average of roughly 23 percent. Over the past 15 years, Sweden reportedly reduced smoking rates from about 15 percent, with the decline attributed to the increased use of smoke-free alternatives such as snus and nicotine pouches.
Speakers at the summit noted that Sweden’s case demonstrates how consumer choice, innovation, and regulatory balance can accelerate the shift away from cigarettes.
Global Expansion of Smoke-Free Products
Since 2008, PMI has invested more than $16 billion into the development of smoke-free alternatives, including IQOS heated tobacco devices, ZYN nicotine pouches, and VEEV e-cigarettes. The company reports that these products are now used by over 43 million adults globally, with around 70 percent of users having completely stopped smoking cigarettes.
“In 2026, we are present in 106 markets and 43 million people use our smoke-free products. About 70 percent of them have quit cigarettes, while 43 percent of our net revenues now come from these products,” Di Giovanni said.
He also reiterated that PMI is steadily shifting its business focus away from cigarettes, although he acknowledged that global smoking remains widespread and requires continued effort from multiple stakeholders.
“Cigarettes are being left behind in our company, and we’re happy about that. But more than a billion people around the world still smoke, so there is still a lot of work to be done by companies, governments and society,” he said.
For the Philippines, where smoking remains a public health concern, global moves toward smoke-free alternatives may influence future regulatory discussions, consumer behavior, and harm-reduction strategies. As international companies expand these products and governments study their impact, Filipinos may see shifts in available nicotine products and evolving public health policies aimed at reducing smoking-related risks.
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