Baku: The Vice-President of Philip Morris International (PMI) has articulated the company's ambitious goal of completely phasing out cigarette sales, highlighting their commitment to a smoke-free future. The executive explained that despite the best choice being the complete cessation of tobacco and nicotine use, many individuals continue to smoke. PMI is therefore dedicated to providing scientifically validated, smoke-free alternatives for those who would otherwise persist with cigarettes.
According to Azeri-Press News Agency, PMI's efforts are grounded in substantial investment and innovation. Since 2008, the company has invested $12.5 billion to develop and market smoke-free products, aiming to eventually end cigarette sales entirely. While smoke-free products are not without risk due to their nicotine content, they are touted as significantly better options for smokers. In 2023, the company devoted 74% of its commercial efforts and 99% of its research and development budget to these smoke-free alternatives.
PMI's journey towards a smoke-free future began in 2009 with a new R and D facility in Switzerland, and in 2014, they launched their flagship product, IQOS, in Japan and Italy. By 2020, their heated tobacco product gained FDA authorization as a Modified Risk Tobacco Product in the U.S. This marked recognition of the product's potential to promote public health by reducing exposure to harmful substances compared to cigarettes.
The company has expanded its smoke-free offerings through strategic acquisitions, such as the purchase of Swedish Match in 2022. This move has helped PMI become a leader in oral nicotine delivery globally. As of September 30, 2024, PMI's smoke-free products were sold in 92 markets worldwide, with approximately 36.8 million adults using them, 72% of whom have fully transitioned from traditional cigarettes.
The Swedish experience has been cited as a success story in reducing smoking rates, with the country on the brink of becoming the first smoke-free nation due to the popularity and accessibility of smoke-free products. This has led to a significant decline in smoking prevalence, far outpacing reductions seen elsewhere in the European Union.
Scientific research and technological innovation are core to PMI's strategy. The company boasts over 530 peer-reviewed publications and has filed thousands of patents for smoke-free technologies, all aimed at reducing harmful chemical exposure associated with smoking. PMI's extensive R and D efforts involve a large team dedicated to creating and validating smoke-free alternatives.
Looking ahead, PMI's long-term goal is to have smoke-free products account for more than two-thirds of its net revenues by 2030. The company also plans to expand beyond tobacco into broader wellness and healthcare sectors, utilizing its expertise in aerosol science and toxicology.
The recent launch of IQOS in Azerbaijan in June 2024 is part of PMI's broader strategy to reduce smoking incidence globally. Drawing parallels with Japan, where the introduction of heated tobacco products led to a substantial drop in smoking prevalence, PMI sees potential for similar outcomes in Azerbaijan, contingent on government and public support for smoke-free initiatives.