PMI predicts a big future for IQOS – ‘30% of our sales by 2025’

Philip Morris International (PMI) confidently expects to shift more heated tobacco devices and consumables in the next few years as a fall is anticipated in sales of combustible cigarettes.

The US tobacco giant expects a lower cigarette volume for 2019, but sees in that a golden opportunity to push its smoke-free portfolio. Overall, it anticipates a better business performance in 2019 than 2018.

There are now 8.6m IQOS users around the world, two thirds of whom are fully converted from smoking, according to figures released by PMI at its 2018 Investor Day in Lausanne, Switzerland.

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