Philip Morris International (PMI) is working to change the future of smoking by moving away from traditional cigarettes. The company says its goal is to replace cigarettes with smoke-free products that, while not completely risk free, are a better option for adults who would otherwise continue to smoke.
The World Health Organization estimates that around one billion people in the world still smoke. PMI believes this long standing global health challenge needs new solutions. That is why the company has invested more than $14 billion since 2008 to develop modern, smoke-free alternatives.
Today, PMI’s smoke free products are sold in 97 markets worldwide. More than 41 million adult consumers use these products, showing how quickly this shift is growing. Nearly 41% of PMI’s total revenue now comes from its smoke free business, and the company aims for more than two thirds of its revenue to come from these products by 2030.
PMI says science is at the heart of its transformation. The company has built strong research programs in toxicology, clinical studies, consumer behavior, and post market research. It also makes its scientific findings publicly available so experts and stakeholders can examine the data themselves.
To track progress, PMI created Business Transformation Metrics. These indicators show how fast the company is reducing its focus on cigarettes and increasing investment in smoke-free technologies. The metrics help the public see how PMI is redefining success through sustainability and improved health outcomes.
By focusing on harm reduction and keeping adult smokers’ needs in mind, PMI aims to support broader global goals, including the UN’s 2030 Agenda. The company’s shift shows how a major private brand can play a role in reducing smoking related harm and shaping a healthier future.