PMI sees potential for nicotine pouches in Azerbaijan but is not yet selling them in the country

Philip Morris International (PMI) sees potential for nicotine pouches in Azerbaijan but is not yet selling them on the local market, where IQOS—a tobacco heating system—is currently the only product from the company’s smoke-free portfolio, Nick Ricketts, President Oral Products Category at PMI, told Anews.az.

According to him, key conditions for the possible development of this category in Azerbaijan will include consumer awareness and engagement with regulators.

“The best way to avoid the risks associated with smoking is to quit tobacco and nicotine altogether. However, those who do not quit cigarettes should have access to better alternatives,” Ricketts said.

Nicotine pouches are small packets containing nicotine and flavorings that are placed between the lip and gum. They do not contain tobacco and do not involve combustion, which, according to PMI, makes them a less harmful alternative to cigarettes for adult smokers who do not quit nicotine. In these pouches, nicotine is a naturally derived product obtained from tobacco leaves.

Ricketts said that nicotine pouches are now sold in more than 60 countries and have “very strong potential” to help smokers switch from cigarettes to smoke-free products.

It should be emphasized that it is the burning of tobacco that makes cigarettes so harmful. The main cause of smoking-related diseases is the high levels of harmful chemicals found in cigarette smoke.

Ricketts noted that consumers are increasingly considering alternatives to cigarettes – including nicotine pouches and tobacco heating systems – as awareness of smoking risks grows.

As an example of a country where smoke-free alternatives have played a significant role in reducing smoking rates, Ricketts cited Sweden.

According to him, the share of smokers among the adult population has declined to around 5%, down from about 35% in the 1980s.

“Sweden managed to achieve this through science-based regulation and the availability of smoke-free alternatives,” he said.

At the same time, doctors, international organizations, and company representatives emphasize that nicotine pouches are not harmless: nicotine is addictive and can affect the cardiovascular system, especially among adolescents.

PMI states that its smoke-free products are intended only for adult smokers who would otherwise continue to smoke and emphasizes that the best choice is to quit tobacco and nicotine entirely.

In Azerbaijan, PMI’s smoke-free products include IQOS and TEREA tobacco sticks, and the distributor of PMI’s smoke-free portfolio in Azerbaijan is Prime Light LLC.

According to PMI, IQOS is currently available in more than 70 countries worldwide, and the number of adult users exceeded 35 million by the end of 2024.

It should be noted that earlier this year, the U.S. Food and Drug Administration (FDA), after extensive scientific review, authorized the marketing of 20 ZYN nicotine pouches, making ZYN the first and only authorized nicotine pouch in the United States.

According to the company, the FDA’s authorization of all ZYN nicotine pouches currently marketed by Swedish Match in the U.S. is an important step to protect public health by providing adults with better alternatives to cigarettes and other traditional tobacco products.

As of March 2026, PMI’s smoke-free products were available for sale in 108 markets, nearly half of which have at least two of the company’s three flagship brands (IQOS, ZYN, and VEEV) available.

N.Tebrizli