PMI's IQOS Revenue Surpasses Marlboro, Aiming for 100B sales

According to El Economista on October 9th, 38% of Philip Morris International's (PMI) global net income comes from non-cigarette alternative products. Revenue from their heated tobacco device "IQOS" has surpassed that of their most important cigarette brand Marlboro for the first time, with IQOS projected to exceed $10 billion in global sales by 2023.

It is reported that PMI's cigarette alternative products have now entered over 90 markets worldwide, with a total investment of $14 billion and a team of 1,500 people working on innovation.

The company's CEO, Jacek Olczak, stated during a media briefing in Neuchâtel, Switzerland, that...

The figures we have achieved are remarkable. Despite realizing that the market is developing faster than expected, there is still a long way to go.

Eujia further emphasized that it took IQOS 10 years to achieve sales of $10 billion, while Meta took 9 years, Amazon took 12 years, and Tesla took 14 years.

Philip Morris International (PMI) believes that there are 1.1 billion smokers worldwide and that the current measures being implemented are not effective enough. The IQOS device was initially launched in Milan, Italy, and Nagoya, Japan, and now has 30.8 million users. Oscar Jager stated, "In some countries, such as Japan, alternatives have already surpassed traditional cigarettes." He further emphasized that the company will continue to invest in new innovations to accelerate the transformation and aims to achieve 66% of revenue from alternatives by 2030.

However, the spokesperson acknowledged that due to insufficient information, many countries are skeptical of alternative products.

Some activists claim that these products are just as harmful as cigarettes, but we have proven that this is not true. People need to make informed decisions, as there is no scientific research indicating that these products are exactly the same as cigarettes.

Ouyaje criticized some government's strict regulation.

They refuse to listen to our advice because we are a tobacco company, but all of this is based on scientific data - nicotine does not cause cancer. This situation is similar to the COVID-19 vaccine, where some people are unwilling to get vaccinated despite scientific evidence.

He also stated that the World Health Organization "even refused to respond to our information".