PMI plans to have two-thirds of its net revenue from new tobacco products by 2030, and the Philippines is making progress in this process. In Q1 2025, its new tobacco products contributed about 42% of total global revenue, and there were nearly 150,000 Filipino adult subscribers. PMI’s target of 40 million adult subscribers to be covered by 2025 was already at 39 million in Q4 2024.
Core Points to Watch.
- The Philippines is driving PMI towards its 2030 target of achieving two-thirds of its net revenue from new tobacco products.
- New tobacco products accounted for approximately 42% of PMI’s total global revenues in the first quarter of 2025.
- PMI’s 2025 target to reach 40 million adult subscribers was achieved, with 39 million subscribers as of Q4 2024, including nearly 150,000 in the Philippines.
PMI Philippines advances smoke-free strategy
The Philippines is making progress toward achieving the PMI global goal of capturing two-thirds of net revenues from new tobacco products or alternatives, Philstar Global reported on July 7th.
Tobacco giant PMI plans to achieve this goal by 2030 by offering new tobacco alternatives, including heated tobacco products, vapor products and new tobacco oral products.
As of the first quarter of 2025, these products contributed about 42% of PMI’s total global revenue, according to PMI’s Philippine subsidiary, PMFTC Inc.
PMFTC said:
- “While we do not disclose specific volume figures, this percentage reflects the growing share of IQOS and other new tobacco products in our overall sales mix. The Philippines is moving aggressively towards this global goal.”
The number of users of the new type of tobacco has exceeded 150,000.
In the Philippines, PMFTC offers new tobacco alternatives such as the heated tobacco products IQOS and ZYN nicotine pouches.
PMI aims to reach at least 40 million adult users of new tobacco products by 2025 globally.
As of the fourth quarter of 2024, PMI had reached approximately 39 million users.
PMFTC said:
- “In the Philippines, we have also made steady progress, with the number of adult users approaching 150,000 This growth underscores our commitment to accelerating the transition from cigarettes to better quality alternatives.”
PMFTC said the majority of users of its new tobacco products are adult smokers who have transitioned from the company’s cigarette brands.
- “This reflects our efforts to actively guide adult smokers to better alternatives. This shift underscores our commitment to accelerate the decline in cigarette consumption by providing alternatives that are scientifically proven to be less harmful than continuous smoking.”
Tomoko Iida, Director of Scientific Engagement at Manila Tobacco Philippines, said the Philippines may shift to new tobacco products more quickly as more people become aware of and have access to accurate information about new tobacco alternatives.
