IQOS - One of the Most Valuable Global Brands, According to Kantar’s BrandZ 2026 Ranking

Recognition reinforces the growing consumer relevance of IQOS and the strength of Philip

Morris International’s smoke-free vision 

Philip Morris International’s IQOS, the #1 tobacco heating system , has been listed for the first time as one of the top 100 most valuable brands in the world in Kantar’s BrandZ 2026 Most Valuable Global Brands. This ranking solidifies IQOS’s global momentum and its emergence as a culturally relevant, iconic brand for adult nicotine users seeking better alternatives to cigarettes. 

According to the BrandZ 2026 Most Valuable Global Brands, IQOS achieved a ranking of #74 globally. 

With more than 35 million IQOS users worldwide—most of whom have fully switched away from cigarettes  — the brand continues to lead from the front and champion in a smoke-free era through science-backed innovation and consumer-centric design. Within 10 years of inception, IQOS surpassed $10 billion in annual net revenues, reaching this milestone faster than some of the world’s most recognized technology companies—and making up the large majority of Philip Morris International’s smoke-free business which reached close to $17 billion in net revenues in 2025.

“This listing is a testimony of IQOS’s success in slightly more than 10 years of commercialization. The fact that IQOS is the only smoke-free product among the Most Valuable Global Brands shows that we are on the right track to grow and provide adult smokers with better alternatives than continued smoking”, Igor Nikonenko, the Director of the Philip Morris International’s branch office in Azerbaijan said.

BrandZ charts the way in which global brands have continued to evolve and innovate. Now in its 21st edition, it spotlights the importance of building meaningful difference where a brand meets consumer needs, stands out from competitors and remains top-of-mind in its sector for a prolonged period.

IQOS’s inclusion in the Kantar Top 100 for the first time underscores its growing role beyond product innovation — positioning the brand at the intersection of technology, design, and culture, aiming to meet the preferences of adult nicotine users. This recognition marks another important step toward achieving a future where cigarettes can become obsolete.

Other notable brands featured in this year’s BrandZ 2026 global rankings include Google, Claude and Chinese-based companies like Alibaba and Xiaomi, highlighting industry leaders driving global brand value. Kantar BrandZ is a global ranking that assesses brand value by combining financial data and extensive brand equity research, offering an in-depth view of over 22,000 brands in 54 markets.

IQOS is not risk-free and provides nicotine, which is addictive. Only for use by adults who would otherwise smoke or use nicotine products.

Philip Morris International: A Global Smoke-Free Champion 

Philip Morris International is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, nicotine pouch and e-vapor products. Our smoke-free products are available for sale in over 105 markets, and as of December 31, 2025, PMI estimates they were used by over 43 million legal-age consumers around the world, many of whom have moved away from cigarettes or significantly reduced their consumption. The smoke-free business accounted for 43% of PMI’s first-quarter 2026 total net revenues. Since 2008, PMI has invested over $16 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables - the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness areas. For more information, please visit www.pmi.com and www.pmiscience.com. 

The branch office of Philip Morris International’s affiliate was opened in Azerbaijan in August 2024. Currently IQOS devices and consumables are available in the Azerbaijani market.

About Kantar 

Kantar is the world’s leading marketing data and analytics business. It delivers the intelligence needed to power brand growth. 

It provides the signals that help organizations act quickly and confidently. Kantar empowers brands to make effective marketing decisions based on predictive evidence. And it helps them craft powerful growth strategies rooted in the connection between consumers, brands and enterprise value. All this is powered by its uniquely robust human and synthetic data, unrivalled IP, AI-native platform and the team of global brand experts that bring this all together. 

About Kantar BrandZ 

Kantar BrandZ is the global currency when assessing brand value, quantifying the contribution of brands to business’ financial performance. Kantar’s annual global and local brand valuation rankings combine rigorously analyzed financial data, with extensive brand equity research.

Since 1998, BrandZ has shared brand-building insights with business leaders based on interviews with 4.6 million consumers, for over 22,000 brands in 54 markets. Discover more about Kantar BrandZ at BrandZ: intelligence on the world's most valuable brands.