Five years after its launch in the Philippines, Philip Morris International IQOS accounts for 3.8% of the local cigarette user market. The company said it will comply with local laws and regulations and is committed to converting adult smokers to smoke-free alternatives.
Femo International: Following the E-Cigarette Law
Philstar reported on December 1 that Philip Morris International (PMI), whose IQOS has been launched in the Philippines for five years, has made significant progress in pushing Filipino smokers to become smoke-free alternatives.
Dave Gomez, director of communications at the Philippine International subsidiary Philippines (PMFTC), said that as of the second quarter, IQOS had captured 3.8 percent of the Philippine cigarette user market.
IQOS Philippines market share of 3.8 percent
IQOS was launched in Metro Manila in June 2020 and gradually expanded nationwide. Currently, Philippine law prohibits the sale or distribution of tobacco, vaping devices, and accessories to persons under the age of 21, as well as all advertising, promotion, and sponsorship of these products. Gomez said IQOS in the Philippines should follow the Tobacco Management Act of 2003 and the more recent vape Law by only promoting it to adult smokers at points of sale and other controlled Settings.
Gomez said IQOS Philippines is committed to realizing the vision of a “smoke-free Philippines” and plans to continue innovating products based on the latest technology to meet consumer needs and laws and regulations.
Supported by market share growth and beneficial laws and regulations, IQOS is in a relatively beneficial position. Gomez said the vaping law provides a legal framework for companies to introduce products and communicate with consumers in the market while protecting minors and non-smokers.
- “We are very happy with the legislators. The vape Law gives us the legal structure to launch goods in the market and communicate with consumers, and also ensures minors and non-smokers.”
- “We welcome laws and regulations, which are much better than a total ban.”
