When will the world witness a smoke-free future? It’s challenging to pinpoint an exact date, but an ambitious campaign to build a smoke-free future is currently underway globally.
Surprisingly, this campaign is being spearheaded by Philip Morris International (PMI), a leading tobacco company and the producer of the popular Marlboro brand.
PMI, which operates offices in Stamford, USA, and Switzerland while expanding its global market, has adapted its products in response to changing times. The company aims to replace its combustible tobacco products with smoke- and flame-free alternatives by 2030.
Speaking at the Technovation Summit in Abu Dhabi in December 2024, PMI CEO Jacek Olczak revealed that the company has invested $12.5 billion in scientific research and innovative products to achieve a smoke-free world. “Our progress so far clearly indicates that we are on track to meet our goals. We are also planning beyond 2030,” said Olczak.
With just five years left to meet its goal, PMI targets generating over two-thirds of its revenue from smoke-free products during this period.
What has PMI produced?
PMI has introduced brands like Iluma, VEEV, and ZYN, offering various flavors.
- Iluma: This product uses tobacco but does not burn it. Instead, it heats the tobacco, producing no smoke or fire. Users can inhale nicotine similarly to traditional cigarettes. Its discreet nature makes it popular among younger users, though it still contains nicotine and poses health risks.
- VEEV: A smoke-free alternative using a liquid that turns into vapor when heated. It offers options with or without tobacco. While tobacco-containing versions emit visible vapor, non-tobacco options do not, making it another favorite among the youth. Like Iluma, it carries health risks due to nicotine.
- ZYN: Unlike the first two, ZYN targets users of chewing tobacco. It contains nicotine-infused powder packaged in cellulose pouches, consumed like traditional tobacco. It also poses health risks.
PMI advises consumers: “If you don’t smoke, don’t start. If you do smoke, quit. If you can’t quit, switch.” The company markets its new products under the slogan “I Quit Ordinary Smoking” (IQOS).
PMI’s smoke-free products, categorised as “heat-not-burn,” claim to reduce harmful nicotine levels compared to conventional cigarettes, aiming to appeal to consumers and support its vision of a smoke-free future.
A decade of progress
PMI began preparing for smoke-free products in 2009 and launched its first innovative products in Japan and Italy in 2014. By 2016, it formally committed to a smoke-free world. Over a decade, PMI has expanded its smoke-free products to 92 markets.
As of early 2024, PMI reported approximately 36.5 million users of its smoke-free products, with 22.1 million transitioning from traditional cigarettes. Smoke-free products now contribute 38 per cent of PMI’s revenue.
Reflecting on the journey, Olczak noted, “Ten years ago, when we announced our smoke-free mission, many were skeptical. Today, we’ve proven it’s achievable.”
PMI’s Chief Consumer Officer, Stefano Volpetti, highlighted the company’s $12.5 billion investment to expand its products globally. “Our goal is to replace traditional cigarettes and offer all adult smokers better alternatives,” said Volpetti.
Smoke-free products in Nepal
PMI’s new products are now available in Kathmandu and are slated for launch in India soon.
Despite the health risks associated with smoking, global anti-smoking campaigns and strict regulations have pressured tobacco companies to innovate. Consumers are also seeking less harmful alternatives, giving PMI an edge in expanding its market. However, challenges and criticism persist, as its nicotine-containing products remain harmful to health.
