Filmore International Confirms Launch of HTP Device “IQOS” in Texas
Philip Morris International (PMI) announced the official launch of the heated tobacco device “IQOS” in Austin, Texas, USA, priced at $60. PMI plans to capture 10 percent of the U.S. market for cigarettes and heated tobacco products by 2030, promoting IQOS through pop-up stores, mobile stores, and partnerships with adult venues to attract new users.
Key points:
1. Philip Morris International (PMI) officially launched the heated tobacco device “IQOS” in Austin, Texas, on March 27, priced at $60, with a matching cigarette bomb of $8.
2. PMI aims to capture 10% of the cigarette and heated tobacco market in the United States by 2030.
3. IQOS has been successfully tested in the Austin market and will be promoted through various channels.
Targeting 10% U.S. market share by 2030
According to Reuters on March 28. Philip Morris International (PMI) officially launched its heated tobacco device “IQOS” in Austin. Texas, on Thursday (27), priced at $60 each, a PMI executive said.
By 2030, PMI hopes to capture 10 percent of the market for cigarettes and heated tobacco products in the United States and build a significant new user base here.
In April, PMI revealed plans to launch “IQOS” in Austin, but the product is not yet widely available in the U.S. market.
PMI said that following successful market testing, “IQOS” will now be open to Austin residents of smoking age. With product demonstrations and trial events during the MotoGP Red Bull Grand Prix of the Americas in Austin. The IQOS device costs $60 and the accompanying smoke cartridge costs $8.
PMI sells IQOS in the United States
Francisca Rahardja. PMI’s vice president and chief marketing officer for inhalation products in the United States, said PMI sells IQOS in the United States at a lower price than in other markets to attract new consumers. The product will be sold in pop-up and mobile stores, including one that will be in downtown Austin for several months.
Rahaja noted that PMI has signed contracts with about 15 adult-only venues, such as bars. Which will be equipped with mobile sales vehicles and “IQOS coaches” to promote the product and teach consumers how to use it, targeting existing nicotine users.
PMI previously announced it would launch IQOS in four cities across two states, but only the Austin launch has been confirmed.
The company is making a limited launch of older IQOS devices in the United States, pending authorization to sell the latest version. IQOS ILUMA, in the United States. The U.S. Food and Drug Administration (FDA) is reviewing PMI’s “IQOS ILUMA” application. The FDA had previously approved PMI to sell older versions of the devices. Which it touted as reducing smokers’ risk of exposure to harmful chemicals.
Advocates wrote a letter to the FDA in 2024 objecting to PMI’s application for IQOS.
