That’s the number of adults that have switched to our leading heated tobacco product, IQOS.
We’ve set ourselves a bold mission: to stop selling cigarettes.
In this video, we explore how we’re transforming our business through science, innovation, and commitment to public health. With over USD 15 billion invested in smoke-free alternatives and 41% of our revenue now coming from these products as of June 2025 we’re reshaping the very industry we built.
We’re building for a smoke-free future.




































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































