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News analysis

Strong start to 2025 for PMI, with Veev playing ‘an increasingly important role’

Written by || 24th April 2025 || News analysis | Financial results | Major brands | GeographiesEurope North America United States

Philip Morris International (PMI) reported a positive start to the year in all three smoke-free categories, including an increasing contribution from its vapour brand, Veev.

During the presentation of its first-quarter financial results, PMI reported that its shipments more than doubled year-on-year and gross margins further expanded, driven by strong pod growth in Europe as the company increased its distribution and commercial activities.

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Antonia Di Lorenzo

Newsdesk editor/EU lead reporter
Antonia is a member of the editorial team and holds a masters degree in Law from the University of Naples Federico II, Italy. She moved in 2013 to London, where she completed a postgraduate course at the London School of Journalism. In the UK, she worked as a news reporter for a financial newswire and a magazine before moving to Barcelona in 2019.

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