PMI: PH leads Asia's smoke-free adoption

Tobacco giant Philip Morris International (PMI), which has emerged as a leading force in the pursuit of a smoke-free future, expects the Philippines to be among the pioneers in transitioning to smoke-free products.

- DEXTER BARRO II

On the sidelines of Technovation: Smoke-free by Sampoerna, held here, PMI Director of Scientific Engagement Tomoko Iida told reporters that the Philippines is one of the few countries where smoke-free alternatives are already gaining traction.

Tomoko, who oversees scientific awareness of smoke-free products with a focus on Southeast Asia, said the country is making big progress by broadening access for smokers looking for a new start.

“In other words, it's making it easier for smokers to pick the product that will move them away from cigarettes and switch completely,” she said.

PMFTC Inc., the Philippine affiliate of PMI, currently offers the heated tobacco device IQOS Iluma and nicotine pouch Zyn in local markets, with additional alternatives currently under development.

Offering such alternatives is a radical shift for the Connecticut-based multinational company, which once solely relied on people lighting up cigarettes, such as the bestselling brand Marlboro.

Backed by years of research to address health concerns, PMI made its most significant move in 2014 to pursue a smoke-free future.

Over a decade later, the company has invested over $14 billion, or roughly P790 billion, in science-based innovation to develop breakthrough products that are not only smoke-free but also designed to attract cigarette smokers into transitioning.

PMI has made it clear that it wants all smokers to drop the habit.