Our vision

Philip Morris International has undergone a profound transformation. Our mission is to deliver a smoke-free future in which adult smokers who do not quit cigarettes and nicotine-containing products completely change to better smoke-free alternatives and to stop using cigarettes. This is an ambitious goal that has required fundamental change in all areas of our business.

For more than a decade, Philip Morris International has been committed to the scientific research, development and marketing of innovative smoke-free products that provide a better alternative to cigarettes for all adult smokers who would otherwise continue to smoke. To achieve this, we’ve invested over over USD 14 billion in our smoke-free products since 2008, and have more than 1,460 scientists, engineers, technicians, and support staff working on the development of these smoke-free products at our research and development centres, such as in Neuchâtel, Switzerland.

We have fundamentally changed our business. And the proof is in our results. As of the end of Q4 2024, our smoke-free products were available in 95 markets around the world, and accounted for 42 percent of our net revenues. By 2030, we aim to raise that percentage to over two-thirds.

Why target a smoke-free future?

There are more than one billion smokers in the world today. Based on current trends, and despite health warnings, anti-smoking campaigns and increasing control measures, this figure is no expected to change in the near future.

At Philip Morris International, we understand the millions of men and women who smoke, many of whom are looking for alternatives that are less harmful but just as satisfying as cigarettes. We are working to give them that choice.

We have a commitment to our employees and our shareholders, and we will deliver on that commitment by pursuing this vision of long-term success. We also have a commitment to society, which expects us to act responsibly. That is what we are doing by delivering a smoke-free future.