Since the launch of IQOS in 2014, Philip Morris International has been redefining the tobacco industry by offering less harmful alternatives. Now available in more than 90 markets, this innovation marks a global and local turning point, particularly in Morocco where the commitment to a smoke-free future is taking on a strategic dimension.
In 2014, Philip Morris International (PMI) revolutionized the tobacco industry by launching IQOS, its first tobacco heating device, in Japan. Ten years later, this innovation marked a turning point, not only for the company, but also for millions of adult smokers around the world. Today, PMI celebrates this decade of progress, underscoring its commitment to building a smoke-free future.
A decisive turning point
In Morocco, IQOS made its debut in 2021, bringing new dynamics to the fight against smoking. Taylan Suër, Managing Director of Philip Morris Maghreb, says that “since its introduction, IQOS has marked a turning point in our commitment to a smoke-free future. We reaffirm our determination to offer Moroccan adult smokers scientifically supported and constantly improved reduced-risk alternatives, which take advantage of technological advances and respond to the problems raised by consumers.
With a strategy focused on continuous innovation and product improvement, PMI aims to accelerate the transition to a smoke-free Morocco, in line with its global vision. The impact of IQOS is particularly visible in Japan, where it was introduced in 2014.
According to the country’s National Health and Nutrition Examination Survey, smoking prevalence among adults fell by 46%, from 19.6% in 2014 to 10.6% in 2022. This significant decline is correlated with the he mass adoption of heated tobacco products, which offer a less harmful alternative to traditional cigarettes.
Global innovation
Since its beginnings in Japan, IQOS has established itself as the world leader in smoke-free products. Available in more than 90 markets, it is used by 30.8 million adults, many of whom have stopped smoking completely thanks to the device.
Jacek Olczak, CEO of PMI, emphasizes: “With the launch of IQOS, we have realized our vision of a world without cigarettes. This anniversary marks not only a decade of success, but also a milestone in our transformation to a majority smoke-free business by 2030.”
The past decade has also seen a radical transformation of PMI. Since 2008, the company has invested more than $12.5 billion in research and development of smoke-free products, building cutting-edge scientific capabilities. In 2022, the acquisition of Swedish Match strengthened its global leadership in oral nicotine products, consolidating its position in the smoke-free sector.
Today, smoke-free products represent 38% of PMI’s net revenues, compared to almost 0% in 2014. This transformation demonstrates the company’s commitment to going beyond its traditional model to become a key player in the areas of good -being and health care.
Sanae Raqui / ECO Inspirations
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