Technovation 2024, Philip Morris International’s (PMI) annual conference, took place in Abu Dhabi, where the company presented its steps towards a smoke-free future strategy. Smoke-free future is PMI’s vision, within which the company has been consistently implementing an approach to phase out “traditional” tobacco products for 10 years. The event brought together media and community leaders, scientists and activists to discuss the urgent need for innovation to reduce the harm from traditional cigarettes. The company clearly formulated its mission: to create a world without cigarette smoke.
The need for these efforts is highlighted by shocking statistics. Smoking-related diseases claim about 8 million lives every year, but nearly 1.1 billion people around the world continue to smoke. PMI’s response? Investments in research and product innovation amounting to $12.5 billion over the past ten years. This work has brought impressive results: by the end of the third quarter of 2024, smoke-free products account for 38% of PMI’s net revenue – that’s 36.8 million consumers of smoke-free products in 92 countries!
PMI CEO Jacek Olczak, speaking at the conference, expressed the company’s ambitious goal of converting more than two-thirds of its revenue to smoke-free products by 2030. “If you don’t smoke, don’t start. If you do, quit. If you don’t want to quit, switch to less harmful alternatives,” Olczak emphasized. “Banning alternatives to cigarettes is a waste of time. Science-based products offer a faster route to reducing the harm from smoking.”
At the center of PMI’s smoke-free vision is a smoke-free product line. The company relies on such alternatives to classic cigarettes also because smoke-free products make a real contribution to reducing smoking levels in the world. For example, in Japan, smoking rates have dropped by 40% since the launch of PMI smoke-free products in 2014.
Stefano Volpetti, president of PMI’s Smoke-Free Inhalable Products division, highlighted the company’s diverse portfolio, which includes heated tobacco products, e-vaporizers and oral nicotine pouches. “Our goal is to offer a diverse menu of science-based alternatives. The acquisition of Swedish Match in 2022 expands our portfolio of smoke-free oral products, strengthening our commitment to harm reduction,” he added.
One of the main obstacles to a smoke-free future is public misunderstanding about nicotine. PMI leaders emphasized that while nicotine is addictive, it is not the primary cause of smoking-related illnesses. The main damage is caused by chemicals produced during combustion.
“Combustion is the problem, not nicotine,” Olczak said. “Countries like Sweden and Japan have demonstrated the effectiveness of smoke-free products in reducing smoking rates. However, inconsistent global regulations are slowing progress. How can you allow the sale of cigarettes while banning less harmful alternatives? This is harmful to public health.”
The event also showcased successful examples of reducing smoking rates from around the world. New Zealand plans to become a smoke-free country by 2025 thanks to progressive policies that support alternative products. Similarly, Sweden’s smoking rate has dropped to a record low of 5.3% in the EU, helped by the widespread adoption of non-combustion products.
Frederik de Wilde, PMI’s president for South and Southeast Asia, the CIS and the Middle East, praised countries like the Philippines for promoting harm reduction. “The Philippines has created separate regulatory categories for smoke-free products, encouraging their use through favorable tax policies. This approach should set an example for other countries,” he said.
As we look to the future, PMI remains firmly committed to innovation. Tommaszo Di Giovanni, vice president of global communications at PMI, framed the company’s mission as a broader social effort. “Innovation is the driving force of progress,” he said. “Our journey to smoke-free products began in 2014, and with the support of governments and civil society, we believe many countries can become smoke-free within 10-15 years.”
The event also featured the PMI Smoke-Free Products Exhibition, giving attendees a hands-on look at technologies that could transform the tobacco industry.