Philmore International (PMI) To meet the needs of the African market, we are developing new, cheaper tobacco products. At the same time, we emphasize that these alternatives are designed for current smokers with the goal of reducing health risks.
Filmore International targets the African market
According to African. Business December 28, PMI is developing a new, cheaper tobacco product designed to provide alternatives for African smokers. Philmore International (PMI) executive said.
Speaking at a technology and innovation event in Abu Dhabi, UAE, Frederic de Wilde. PMI’s regional CEO for South and Southeast Asia, the CIS region, and the Middle East and Africa, said that although Africa’s smokeless market is in its infancy, it is very price-sensitive, which provides the company with a business opportunity.
Plans to develop new economical tobacco products
The executive noted that the new tobacco products initially launched were high-end commodities that were expensive. While some economies had gained some market penetration, in many responsible countries only 5 to 10 percent of consumers could afford them. To combat this cost barrier, PMI is working to develop cheaper new tobacco products.
He noted that the company is developing a simple heating and non-combustible device through innovation and is focusing on the low to mid-priced market. Similarly, in the vape space, the company is developing a product line that it hopes will be successful as a smokeless alternative in a growing economy.
However, because countries regulate cigarettes differently, some policymakers are ambivalent about smokeless alternatives, often categorizing them alongside traditional tobacco.
Wilder noted that winning the trust of regulators requires education about new tobacco products. He emphasized that 11 independent national authorities, including the U.S. Food and Drug Administration (FDA), have reviewed their scientific basis, and the U.S. FDA has even granted them authorization for risk-reducing tobacco products. In addition, another important aspect of gaining the trust of African regulators is to communicate that these are not products aimed at new consumers, but are designed for existing smokers to reduce the health risks they currently face.
In order to raise awareness of smoke-free alternatives, he argued, we must start with governments and then extend to customers. Therefore, in terms of messaging, we need to loosen marketing restrictions on smokeless alternatives rather than categorizing them as traditional tobacco. He called for the market to be given the freedom to allow companies to interact with consumers and support them in trying new products to help convert to smokeless alternatives.
