Philip Morris International: A Decade as a Leader of Industry Transformation

Philip Morris Tutunski Kombinat Prilep stands out with high business results, ranking on the lists of the 200 LARGEST AND SUCCESSFUL and in 29th place on the list of the most successful companies by pre-tax profit and in 90th place on the list of the largest by total revenue for 2023.

Exactly a decade ago, Philip Morris International (PMI) took the first bold step towards transforming the tobacco industry with the launch of IQOS – a revolutionary smokeless device – in Japan. This step not only marked the beginning of a new era in nicotine use, but also laid the foundation for a vision that is increasingly becoming a reality: a world without cigarette smoke.

Driven by science and technology, the company has created an entirely new category of products – evidence-based alternatives that are a better choice for adult smokers who would otherwise continue to use traditional cigarettes. These products are not intended for people who do not use tobacco or nicotine, and especially not for minors.

Science as a driver of innovation

To date, PMI has conducted 532 scientific studies through its R&D team, and there are 48 independent studies and audits globally. Of particular note are two scientific projects conducted in North Macedonia by the Macedonian Academy of Sciences and Arts, which further confirm the scientific basis behind IQOS products.

A growing number of countries, including Sweden, the United Kingdom, Greece and Japan, have begun to embrace science as a pillar of their harm reduction strategies – an approach that complements traditional measures such as prevention and smoking cessation.

Change for the better

IQOS products aim to improve public health by providing a real and innovative offer to over 1 billion adult smokers worldwide. With this innovation, Philip Morris sends a strong message: change is possible, and it should be supported by science, technology and social responsibility.

The company remains committed to a smoke-free future and continues to lead the industry through the process of change, with a clear goal – reducing harm and creating better options for adult consumers.