Philip Morris International Market Share By Country: Cigarette & HTU Combined

Market share. Pixabay Image.

This article presents the combined market share of Philip Morris International’s (PMI) cigarettes and heated tobacco units (HTU) across different countries.

PMI distributes its cigarette and HTU products in a wide range of markets, including France, Germany, Egypt, Japan, Mexico, and others.

These countries are organized into four key regions: Europe, SSEA & CIS & MEA, EA & AU & PMI DF, and the Americas.

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For other key statistics of Philip Morris International, you may find more resources on these pages:

Sales

• Best-selling cigarette brands,
• Cigarette and htu sales by region

Revenue

• Revenue breakdown: combustible & smoke-free,
• Revenue by segment: Europe, Asia Pacific, and America

Market Share

• Global market share: cigarette and HTU combined,
• Market share by region: cigarette and HTU combined,
• Market share by country: cigarette only,
• Market share by country: HTU only,
• Market share of Marlboro and other cigarette brands

Profit Margin

• Profit margin by segment: Europe, Asia, and America,
• PMI vs Altria: profit margin comparison

Other Statistics

• Financial health: total debt, payment due, and cash,
• Capital expenditures

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Definitions

To help readers understand the content better, the following terms and glossaries have been provided.

Total Market Share: Total market share is defined as PMI’s cigarette and heated tobacco unit in-market sales volume as a percentage of total industry cigarette and heated tobacco unit sales volume, excluding China and the U.S., including cigarillos in Japan.

Heated Tobacco Units (HTU): HTU is the term PMI uses to refer to heated tobacco consumables, which include BLENDS, DELIA, HEETS, HEETS Creations, HEETS Dimensions (defined collectively as “HEETS”), Marlboro HeatSticks, SENTIA, TEREA, TEREA CRAFTED, and TEREA Dimensions, as well as the KT&G licensed brands, Fiit and Miix (outside of South Korea). HTU’s also include zero tobacco heat-not-burn consumables (LEVIA).

Reduced-risk Products (RRPs): Reduced-risk products (“RRPs”) is the term PMI uses to refer to products that present, are likely to present, or have the potential to present less risk of harm to smokers who switch to these products versus continuing smoking.

PMI has a range of RRPs in various stages of development, scientific assessment and commercialization. PMI’s RRPs are smoke-free products that contain and generate far lower quantities of harmful and potentially harmful constituents than those found in cigarette smoke.

In-Market Sales (IMS): In-market sales, or “IMS,” is defined as sales to the retail channel, depending on the market and distribution model.

Europe Region: Europe Region is headquartered in Lausanne, Switzerland, and covers all the European Union countries, Switzerland, the United Kingdom, and also Ukraine, Moldova and Southeast Europe.

SSEA, CIS & MEA: South and Southeast Asia, Commonwealth of Independent States, Middle East and Africa Region (“SSEA, CIS & MEA”) is headquartered in Dubai, United Arab Emirates.

It covers South and Southeast Asia, the African continent, the Middle East, Turkey, as well as Israel, Central Asia, Caucasus and Russia.

EA, CIS & PMI DF: East Asia, Australia, and PMI Duty Free Region (“EA, AU & PMI DF”) is headquartered in Hong Kong, and includes the consolidation of PMI’s international duty free business with East Asia & Australia.

Americas: Americas Region is headquartered in Stamford, Connecticut, and covers the United States, Canada and Latin America.

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How Does Philip Morris International Distribute Its Products

Philip Morris International tailors its distribution and sales strategies according to the characteristics of each market.

The company uses different methods simultaneously, including direct sales and distribution, distribution through independent distributors, exclusive zonified distribution, distribution through national or regional wholesalers, and its own e-commerce and retail infrastructure.

They have dedicated multicategory product distributors assigned to exclusive territories within a market, and they also have their brand retail infrastructure for their RRPs and accessories for sales to consumers.

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Market Share Breakdown in Europe

philip-morris-international-total-market-share-in-Europe

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The definition of PMI’s total market share and the Europe region is available here: total market share and Europe region.

Within Europe, Philip Morris International (PMI) maintains a notable total market share for its cigarette and heated tobacco unit (HTU) products across multiple countries:

• France: PMI’s market share stood at 41.2% in fiscal year 2024, a marked decline from the 44% reported in 2021. On a broader timeframe, PMI’s market share has declined in France.

• Germany: The market share remained relatively stable over recent years, averaging 39% between 2021 and 2024.

• Italy: PMI achieved a total market share of 53.6% in fiscal year 2024, unchanged from 2023 but reflecting a steady increase from 52.2% in 2017. PMI’s total market share is solid in Italy and one of the highest among all European countries.

• Poland: The company’s total market share climbed to 44% in fiscal year 2024, rebounding significantly from 37% in 2021. PMI’s total market share has remained solid here.

• Spain: PMI held a market share of 29.4% in fiscal year 2024, showing a slight decrease from 31% in 2021. On a broader term, PMI’s total market share has experienced a steady downtrend in Spain.

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Total Market Share Breakdown in SSEA, CIS & MEA

philip-morris-international-total-market-share-ssea-cis-mea-region

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The definition of PMI’s total market share and the SSEA, CIS & MEA region is available here: total market share and SSEA, CIS & MEA region.

Within the SSEA, CIS & MEA region, Philip Morris International (PMI) exhibits varied total market share performances for its cigarette and heated tobacco unit (HTU) products across several countries:

• Egypt: PMI’s total market share stood at 29% in fiscal year 2024, marking a modest decrease from 32.8% in 2023, but a notable rise from 20.7% in 2021. PMI’s market share in Egypt has been on a steady rise.

• Indonesia: The company’s total market share remained stable at 27.4% in fiscal year 2024, compared to 28.7% in 2023 and 28% in 2021. Market share has remained solid over the past several years.

• Philippines: PMI saw its total market share decline to 51.3% in fiscal year 2024, a significant drop from the 62% reported in 2021. PMI’s market share in the Philippines has experienced consistent declines in the last several years.

• Russia: PMI’s total market share rose from 27.8% in 2017 to 32.3% in fiscal year 2024, demonstrating notable growth. Despite the ongoing war with Ukraine, market share in Russia has been on a steady rise.

• Turkey: PMI achieved a total market share of 52% in fiscal year 2024, reflecting a moderate increase from 50.2% in 2023 and a substantial rise from 44.8% in 2021. PMI has experienced a significant rise in total market share in Turkey.

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Total Market Share Breakdown in EA, AU & PMI DF

philip-morris-international-total-market-share-ea-au-pmi-df-region

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The definition of PMI’s total market share and the EA, AU & PMI DF region is available here: total market share and EA, AU & PMI DF region.

Within the EA, AU & PMI DF region, Philip Morris International (PMI) achieves significant total market share for its cigarette and heated tobacco unit (HTU) products across several countries:

• Australia: PMI’s total market share soared to 34.8% in fiscal year 2024, marking a considerable increase from the low of 27.5% in 2019, but inline with the result in 2023. PMI’s total market share in Australia has remained solid over the last eight years.

• Japan: The company had a total market share of 41.3% in fiscal year 2024, compared to 39.6% in 2023 and 37.6% in 2022. PMI’s total market share in Japan has been on a steady rise since fiscal year 2017.

• South Korea: PMI saw its total market share declining to 20% in fiscal year 2024 from the peak figure of 25% reported in 2018. However, the total market share has remained consistent at the 20% level over the past several years.

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Total Market Share Breakdown in Americas

philip-morris-international-total-market-share-americas-region

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The definition of PMI’s total market share and the Americas region is available here: total market share and Americas region.

Within the Americas region, Philip Morris International (PMI) commands more than half of the total market share for its cigarette and heated tobacco unit (HTU) products across several key markets:

• Argentina: PMI’s total market share was down to 62% in fiscal year 2024, marking a considerable decrease from the peak of 74.7% in 2017. PMI has experience a steady decline in total market share in Argentina over the last eight years.

• Mexico: Philip Morris International had a total market share of 62.6% in fiscal year 2024, compared to 63.1% in 2023 and 65.1% in 2022. On a longer-term, PMI’s total market share in Mexico has remained solid but has been on a steady decline since fiscal year 2017.

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Insight

PMI’s total market share varies significantly by region and country, reflecting the company’s ability to adapt its distribution and product strategies to local market dynamics. For example:

• In Europe, PMI has consistently maintained strong market shares in countries like Italy and Poland, showcasing stability and solid consumer demand for its products.

• In regions like SSEA, CIS & MEA, the company shows growth potential in markets such as Russia and Turkey, while facing declines in others, like the Philippines.

• In EA, AU & PMI DF, PMI continues to see a steady rise in Japan’s market share, which highlights its successful penetration of high-demand markets.

• Conversely, in the Americas, markets like Argentina and Mexico exhibit a declining trend, pointing to challenges in sustaining market dominance.

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References and Credits

1. All financial figures presented were obtained and referenced from PMI’s quarterly and annual reports published on the company’s investor relations page: PMI’s Reports And Filings.

2. Pixabay Images.

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