In November 2024, Philip Morris International celebrated the 10th anniversary of IQOS, its flagship heated tobacco product launched in Japan in 2014, now with 30.8 million adult users across over 70 markets and generating over $10 billion in annual net revenues.
Key milestones include a 46% drop in Japan's smoking prevalence since launch, over 22 million adults worldwide who have fully switched to IQOS, and smoke-free products now at 38% of PMI's net revenues (up from 0% in 2014), with a goal of over two-thirds by 2030.
CEO Jacek Olczak emphasized: “IQOS is the world’s leading smoke-free product, and we are committed to continuing to lead the way to a future where better alternatives have completely replaced cigarettes.”
Source: https://www.pmi.com/investor-relations/press-relea...
