Last updated on January 5th, 2025 at 08:08 pm
The 2024 PMI Technovation Summit, held on 11 December in Abu Dhabi, showcased Philip Morris International’s (PMI) efforts to create a smoke-free future through groundbreaking innovations and global collaboration. The event underscored the shared responsibility of corporations, governments, and individuals in reducing smoking-related harm while driving societal change.
A Vision Beyond 2030
Reflecting on PMI’s decade of progress, Chief Executive Officer Jacek Olczak highlighted how smoke-free products now account for nearly 30% of the company’s total revenue. Today, 36.5 million adults worldwide have embraced PMI’s smoke-free alternatives, a number expected to grow as the company enters new markets.
“Ten years ago, many doubted this was achievable,” said Olczak. “Now, we are setting our sights beyond 2030, reshaping the industry and offering adult smokers better alternatives.”
This milestone reflects PMI’s ongoing transformation and its commitment to reducing smoking prevalence globally.
Lessons from Japan’s IQOS Success
Japan offers a compelling case study for PMI’s vision. Since the 2014 launch of IQOS, a heat-not-burn product, smoking prevalence in Japan has dropped by 40%, according to government data. The Japanese Ministry of Health, Labour, and Welfare reported a decline from 19.6% in 2014 to 10.6% in 2022, marking significant progress in reducing smoking-related harm.
This success underscores how innovation and accessibility can drive meaningful change. Today, PMI reports that smoke-free products account for 38% of its net revenue, compared to nearly zero a decade ago. Japan’s experience highlights the transformative power of targeted, science-backed alternatives.
South Africa’s Role in the Smoke-Free Movement
In South Africa, where smoking remains a public health challenge, smoke-free alternatives like IQOS offer a potential solution. However, affordability and accessibility remain hurdles, as many smokers come from lower-income groups. Regulatory ambiguity also complicates efforts to introduce harm-reduction technologies.
Despite these challenges, PMI’s investment in the Global South, where it operates in 67 countries, is paving the way for innovation. Tailored strategies that focus on affordability, consumer education, and partnerships could help South Africa accelerate its shift toward a smoke-free future, offering hope to millions of smokers seeking better alternatives.
The Global South: A Pivotal Role
Frederic de Wilde, PMI’s President of South and Southeast Asia, Commonwealth of Independent States, Middle East, and Africa Region, emphasized the importance of the Global South in achieving PMI’s vision. With 80% of the world’s smokers living in developing economies, these regions are central to the company’s mission to replace cigarettes.
De Wilde acknowledged the challenges of reaching these markets, including limited consumer education, affordability, and inconsistent regulations. However, PMI has made significant strides: smoke-free product availability in emerging markets rose from 15% in 2015 to 45% in 2024.
“The future of the global economy, and PMI’s smoke-free vision, lies in the developing economies of the Global South,” said De Wilde, calling for collaboration among governments, the private sector, and media to support this transformation.
Innovation Meets Responsibility
PMI’s Stephano Volpetti, President of Smoke-Free Inhalable Products, reinforced the company’s dedication to innovation and accessibility. PMI has committed $12.5 billion to develop and expand smoke-free technologies, ensuring affordability and access for underserved communities.
Beyond its products, PMI is working to uplift communities through infrastructure projects, partnerships with local startups, and initiatives that foster economic growth. This broader vision reflects the company’s belief that responsibility extends beyond profits to building a healthier and more sustainable world.
A Smoke-Free Future
The PMI Technovation Summit underscored PMI’s dual focus on innovation and collaboration. By learning from successes in markets like Japan and investing in the potential of the Global South, PMI is positioning itself as a global leader in harm reduction.
For South Africa and other emerging markets, the message is clear: with the right mix of education, accessibility, and innovation, a smoke-free future is not just a vision but an achievable reality. PMI’s journey offers hope for a world where smoking no longer poses a threat to public health, and millions of lives are improved through informed choices and innovative solutions.