PMI: Innovations Can Help More Than One Billion Smokers Move Away from Cigarettes

Throughout history, innovations have helped societies solve major problems, yet almost every new development has initially been met with resistance, debate, and skepticism. This was stated by Tommaso Di Giovanni, Vice President for Communications and Engagement at Philip Morris International.

Speaking at the Technovation forum in Stockholm, Di Giovanni said that innovation should not be viewed solely as new technology. According to him, the main goal of innovation is to improve people’s well-being, expand their choices, and help shape their future.

He cited the seatbelt invented by Swedish engineer Nils Bohlin as an example. Although its effectiveness was proven, it took more than a decade for seatbelt use to become mandatory.
Di Giovanni noted that similar delays are being observed today in the adoption of smoke-free tobacco and nicotine alternatives.

According to him, the major harm of cigarettes is linked to the combustion process.. Burning tobacco causes the production of the majority and high levels of harmful chemicals in cigarette smoke, which are the primary cause of smoking-related diseases. Products that eliminate combustion, such as e-cigarettes, heated tobacco products (HTPs), and oral smokeless products, if scientifically substantiated, are a much better alternative to continued smoking

Di Giovanni also pointed out that discussions around reducing the toxicity of tobacco products have been ongoing for decades. According to him, international health experts and institutions were already discussing the need for less harmful alternatives in the late 1990s and early 2000s.

PMI had previously attempted to create such products, but at that time the technology was not ready. Battery capacity, flavor quality, and consumer acceptance were insufficient. Later, the company increased its investments, established a research center in Neuchâtel, Switzerland, and in 2014 launched initial IQOS sales in Nagoya, Japan, and Milan, Italy.

Di Giovanni stated that Japan adopted the product quickly, while the process was slower in Italy. This demonstrated that cultural differences can affect the speed of adoption of innovations.

According to him, PMI has invested more than 16 billion dollars in the research, development, and commercialization of smoke-free alternatives. Around 1,600 people including scientists, technicians and support staff are employed to continuously innovate and enhance the smoke-free portfolio. In 2025 99.7% of PMI's R&D expenditures were dedicated to the smoke-free products.

Di Giovanni said that PMI’s smoke-free products are currently available in 108 markets. more than 43 million adults around the world use PMI’s smoke-free products. Smoke-free business accounted for approximately 43% of PMI’s total net revenues in Q1 2026. He cited Sweden as an example where alternatives such as snus and nicotine pouches have helped reduce smoking rates.

“There are still more than one billion smokers in the world,” Di Giovanni said. According to him, governments, companies, and society must work together so that, in the future, cigarettes “belong in museums.”