IQOS Phl charts path toward smoke-free future

IQOS, a heated tobacco product by Philip Morris International (PMI), is working to expand its reach and influence in the Philippines, with ambitions of a future where traditional cigarettes "will belong to museums."

- By KEISHA TA-ASAN

Dave Gomez, director of communications at PMFTC Inc., the Philippine affiliate of PMI, told The STAR that IQOS has already captured a 3.8-percent share of the country's tobacco user market as of second quarter.

"The growth is there. Smokers are beginning to be aware of IQOS and the benefits that it's a better alternative than continuing to smoke," Gomez said. "So we're very happy with the positive trend in the Philippines among smokers who desire to switch to a better alternative."

PMFTC launched IQOS in June 2020 in Metro Manila. It has since expanded its presence nationwide, offering smoke-free alternatives and encouraging adult smokers to quit traditional cigarettes.

Globally, over 19.7 million smokers in 90 countries abandoned cigarettes completely for heated tobacco.

According to Gomez, the main advantage of using IQOS is that it produces no smoke, no ash and has less smell, eliminating the typical tobacco odor.

"Based on several scientific studies and research from well-renowned medical institutions, smoke-free products like IQOS emit around 90 to 95 percent less of the toxic chemicals that are present in cigarette smoke. So it's really significantly less harmful than continuing using cigarettes," he said.

However, there were key challenges in introducing the product to the market. This includes the need to raise awareness within a regulatory framework that limits direct communication with consumers.