It's a little music that we have already heard in recent years but which comes back from time to time: The world would be on the verge of getting rid of tobacco within ten years. And after all, if he's the big boss of Philip Morris International who says it, why not believe it?
The electronic cigarette but above all the heated tobacco could well win the war against the classic cigarette within ten years. In any case, that's what Jacek Olczak, the boss of Philip Morris International, explains to our colleagues " Echoes ».
According to him, heated tobacco products and electronic cigarettes already represent 25% of Philip Morris' turnover. If traditional cigarettes provide the major part of current activity and profits, the group envisions a world in which most of its activity will one day be carried out by electronic cigarettes and heated tobacco.
Owner among others of Marlboro, Philip Morris International (PMI) is a tobacco giant with around $ 29 billion in sales. Having gained its independence, PMI is no longer attached to its American parent company and is now responsible for the production and marketing of a large portfolio of products in 180 countries, outside the United States.
In recent years, the group has taken the turn of an alternative, IQOS , a tobacco heated but not burnt. By 2025, Philip Morris aims to see new products like Iqos take 50% of total sales.