PMI's IQOS Takes Over Italy with 2 Million Smokers

Feb.20.2023

PMI president Marco Hannappel says 2 million Italian smokers have switched to IQOS, a high-tech alternative to smoking.

Recently, Marco Hannappel, President of Phillip Morris International (PMI) in Southwest Europe, stated that approximately two million smokers in Italy have switched to using IQOS.

We are rapidly advancing towards the goal of a 'smoke-free future' by providing adult smokers with higher technological alternatives," said Marco Hannappel.

The 2022 PMI annual report reveals that the shipment volume of heated tobacco products (HTP) in Italy reached 1.23 million units, representing a 37.7% YoY growth. Italy has become PMI's largest market for HTP in Europe, second only to Russia.

According to Gianluca Iannelli, the marketing and digital director of PMI Italy, the company has recently launched a new product called IQOS Iluma One in the Italian market. PMI aims to use this product to convince even the most stubborn smokers to change their lifestyle and switch to a simpler and more intuitive device.

Reference: [1] Philip Morris International Inc. (PMI) has released its financial results for the fourth quarter and full-year of 2022.

According to a report, two million smokers in Italy have switched to using IQOS.

#Europe #Open system e-cigarettes #Market #Alemania #PMI

This document has been generated through artificial intelligence translation and is provided solely for the purposes of industry discourse and learning. Please note that the intellectual property rights of the content belong to the original media source or author. Owing to certain limitations in the translation process, there may be discrepancies between the translated text and the original content. We recommend referring to the original source for complete accuracy. In case of any inaccuracies, we invite you to reach out to us with corrections. If you believe any content has infringed upon your rights, please contact us immediately for its removal.

Lawmakers Push to Include E-Cigarettes in Vietnam’s Revised Investment Law Ban

Vietnam’s National Assembly has debated amendments to the Investment Law that would include e-cigarettes, heated tobacco, and nitrous oxide (N₂O) in the list of prohibited business activities. Lawmakers supported a total ban consistent with WHO recommendations and previous National Assembly resolutions, citing rising youth addiction rates. Finance Minister Nguyễn Văn Thắng confirmed that the ban would apply comprehensively, with a short transition period for foreign factories.

Nov.27 by 2FIRSTS.ai

2FIRSTS Data Insight｜China’s Vape Exports to the U.S. Hit a Record $590 Million: A Peak Driven by Enforcement Cycles, Not Real Demand

China’s vape exports to the U.S. surged to a record $590 million in October 2025—nearly double the usual monthly level and pushing the U.S. share above 50% of China’s global shipments.But the spike was not driven by demand. Instead, it reflected a temporary release created by tightened U.S. enforcement, a collapsed logistics pathway, and a bullwhip-style surge in replenishment.The peak signals more volatility ahead, not recovery.

Special Report

Nov.24

Research Report: E-Cigarette Device Market to Hit $34.29 Billion by 2031; Top Brands Now Hold Nearly Half the Share

Market research firm LP Information has released a global e-cigarette market report forecasting that the e-cigarette device market—including both disposable and reusable devices—will reach US$34.29 billion by 2031, with a 9.4% CAGR from 2025 to 2031.

Oct.16

South Korea’s Tobacco Law Amendment to Include Synthetic Nicotine, Projected to Add Up to $340 Million in Local Tax Revenue

Following the National Assembly’s approval of amendments to the Tobacco Business Act on September 22, redefining tobacco to include synthetic nicotine, the Korea Institute of Local Finance (KILF) estimates that local governments could gain between $37 million and $340 million in additional tax revenue in 2025 from tobacco consumption and local education taxes.