Philip Morris International Inc. (PMI) recently celebrated the 10th anniversary of its flagship smoke-free product, IQOS, a innovation that marked a significant step toward the company’s vision of a smoke-free future. First introduced in Japan in 2014, IQOS has since become a global leader in the smoke-free category, generating over $10 billion in annual revenue and reaching more than 70 markets worldwide.

Recent data from Japan's National Health and Nutritional Survey highlights a 46% decline in cigarette-smoking prevalence from 19.6% in 2014 to 10.6% in 2022—coinciding with the widespread adoption of heated tobacco products like IQOS. This shift underscores IQOS's role in helping millions of adults transition to less harmful alternatives, contributing to Japan's continued decline in overall tobacco use. 

A decade after its launch, IQOS has solidified PMI’s transformation into a science and technology-driven company committed to reducing smoking-related harm. Today, 38% of PMI’s net revenue stems from smoke-free products, a remarkable leap from virtually no contribution in 2014. To further unpack we are joined on the line by Tommaso Di Giovanni, Vice President International Communications and Engagement of PMI