PHILIP Morris International (PMI) vowed to continue its push for a smoke-free future through new technologies and alternatives to wean adult smokers from cigarettes.
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.”
He noted, however, that this will not be possible if it acts alone on this vision.
“We need to work together, because regulation is important, acceptance in society is important, and acceptance by consumers is important,” he said during a conference in Sweden.
He believes that acceptance of new technologies requires joint efforts from industry, regulators and society.
During the conference, the success of Sweden was highlighted in lowering smoking rates to about 5.4 percent, far below the European Union’s average of roughly 23 percent.
In the past 15 years, Sweden has been able to cut smoking rates from about 15 percent to near smoke-free levels. This was attributed to the widespread use of smoke-free alternatives like snus and nicotine pouches.
The speakers during the summit said that Sweden’s experience shows how consumer choice, innovation and balanced regulation can help more smokers switch away from cigarettes.
Since 2008, PMI has invested more than $16 billion in developing smoke-free products, including IQOS heated tobacco devices, ZYN nicotine pouches, and VEEV e-cigarettes.
According to the company, over 43 million adults worldwide now use these products, and around 70 percent have 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 added that PMI is continuing its shift toward becoming a smoke-free company.
“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.
