Market share. Pixabay Image.
This article covers the total market share of Philip Morris International (PMI) in different countries. The market share presented here includes the shipments of Philip Morris International’s cigarettes and heated tobacco units (HTU) in the respective country.
PMI’s countries are organized into four key regions: Europe, SSEA & CIS & MEA, EA & AU & PMI GTR, and the Americas.
Let’s look at the market share results!
For other key statistics of Philip Morris International, you may find more resources on this page: PMI key stats.
Please use the table of contents to navigate this page.
Table Of Contents
Definitions And Overview
- Total Market Share
- Heated Tobacco Units (HTU)
- Reduced-risk Products (RRPs)
- In-Market Sales (IMS)
- Europe Region
- SSEA, CIS & MEA
- EA, AU & PMI GTR
- Americas
Insight & Summary of Observed Trends
Z1. Insight & Summary of PMI’s Total Market Share of Cigarette and HTU by Country
Total Market Share Results
A1. Total market share breakdown in Europe
A2. Total market share breakdown in SSEA, CIS & MEA
A3. Total market share breakdown in EA, AU & PMI GTR
A4. Total market share breakdown in Americas
Reference, Credits, and Disclosure
S1. References and Credits
S2. Disclosure
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, AU & PMI GTR: East Asia, Australia, and PMI Global Travel Retail (“EA, AU & PMI GTR”) is headquartered in Hong Kong, and includes the consolidation of PMI’s global travel retail business with East Asia & Australia.
Americas: Americas Region is headquartered in Stamford, Connecticut, and covers the United States, Canada and Latin America.
FAQs
To help readers understand the content better, the following FAQs have been provided.
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.
Insight & Summary of PMI’s Total Market Share of Cigarette and HTU by Country
PMI’s total market share position varies dramatically by country — from dominant positions well above 50% in markets like Argentina, Philippines, and Italy, to much more contested positions below 40% elsewhere — and several markets show genuine directional shifts over the nine-year period rather than stable equilibrium.
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Argentina and Mexico: Dominant But Eroding Positions in the Americas Argentina’s total market share fell from 74.7% (2017) to 63.5% by 2025 — an 11.2 percentage point decline — while Mexico similarly declined from 68.1% to 57.8% over the same period. Despite these declines, both countries still represent PMI’s strongest total market share positions in the entire dataset, meaning the erosion reflects a gradual softening of an otherwise commanding position rather than a loss of overall market leadership.
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Philippines and Turkey: The Two Most Volatile Markets, Moving in Opposite Directions Philippines’ total market share fell sharply from a peak of 70.5% (2019) to just 46.9% (2024) — a decline of more than 23 percentage points — before a slight recovery to 47.3% in 2025, representing the single largest swing of any market in the dataset. Turkey moved in the opposite direction, climbing from 41.3% (2020) to a peak of 52.0% (2024) before pulling back to 46.4% in 2025. Both markets show meaningfully more volatility year-to-year than the more gradually trending markets elsewhere in the dataset.
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Japan and Australia: Steady, Sustained Gains Across the Full Period Japan’s total market share grew from 32.1% (2017) to 43.0% by 2025 — its highest level in the dataset — while Australia grew from a low of 27.5% (2019) to 35.4% by 2025. Both markets show a consistent upward trajectory with limited year-to-year volatility, a notably different pattern from the sharper swings seen in Philippines and Turkey, suggesting more stable, sustained share gains in these two markets specifically.
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Italy Stands Out for Remarkable Stability at a High Share Level Italy’s total market share has held in a narrow 51.8%-54.1% band throughout the entire nine-year period, settling at exactly 53.6% for three consecutive years (2023-2025) — the most stable market in the entire dataset at a consistently high share level. This stands in contrast to essentially every other market shown, all of which display some meaningful directional movement over the period.
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Structural Takeaway: PMI’s total market share picture by country shows genuinely different competitive dynamics at play: gradual, sustained gains in Japan and Australia; a stable, entrenched high-share position in Italy; and sharper, more volatile swings in Philippines and Turkey that have moved in opposite directions from each other. Given Philippines’ steep decline appears to have found a floor with 2025’s slight uptick, and given Argentina and Mexico’s declines have continued without a clear stabilization point through 2025, the trend worth monitoring going forward is whether these two large Americas markets find a similar floor to Philippines, or whether their erosion continues at a pace that could meaningfully narrow the gap between PMI’s strongest and more contested markets over time.
The table below combines all key Philip Morris’ total market share by country metrics into a single view for the latest three fiscal years.
Philip Morris International’s Total Market Share (Cigarettes and HTUs) by Country — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| Total Market Share of Cigarette and HTU in Europe | |
| France | 41.3% |
| Germany | 38.4% |
| Italy | 53.6% |
| Poland | 43.7% |
| Spain | 29.4% |
| Total Market Share of Cigarette and HTU in SSEA, CIS & MEA | |
| Egypt | 30.5% |
| Indonesia | 30.0% |
| Philippines | 49.9% |
| Russia | 31.9% |
| Turkey | 49.5% |
| Total Market Share of Cigarette and HTU in EA, AU & PMI GTR | |
| Australia | 35.0% |
| Japan | 41.3% |
| South Korea | 20.0% |
| Total Market Share of Cigarette and HTU in Americas | |
| Argentina | 62.5% |
| Mexico | 59.8% |
Averages cover FY2023–FY2025. Market share rounded to one decimal place.
Total Market Share Breakdown in Europe
View data as table
Philip Morris International Total Market Share of Cigarette and HTU in Europe — All Metrics by Fiscal Year
| Fiscal Year | France | Germany | Italy | Poland | Spain |
|---|---|---|---|---|---|
| 2017 | 43.5% | 37.2% | 52.2% | 42.7% | 32.3% |
| 2018 | 45.5% | 37.3% | 51.8% | 41.5% | 32.1% |
| 2019 | 45.0% | 38.0% | 51.8% | 41.2% | 31.3% |
| 2020 | 44.9% | 39.0% | 52.2% | 39.0% | 31.4% |
| 2021 | 43.9% | 38.6% | 53.0% | 37.3% | 31.1% |
| 2022 | 43.6% | 38.9% | 54.1% | 38.9% | 30.0% |
| 2023 | 42.5% | 39.0% | 53.6% | 41.9% | 29.3% |
| 2024 | 41.2% | 38.6% | 53.6% | 43.8% | 29.3% |
| 2025 | 40.3% | 37.5% | 53.6% | 45.3% | 29.6% |
The definition of PMI’s total market share and the Europe region is available here: total market share and Europe region.
Total Market Share of Cigarette and HTU in Europe — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| France | 41.3% |
| Germany | 38.4% |
| Italy | 53.6% |
| Poland | 43.7% |
| Spain | 29.4% |
Averages cover FY2023–FY2025. Market share rounded to one decimal place.
Total Market Share Breakdown in SSEA, CIS & MEA
View data as table
Philip Morris International Total Market Share of Cigarette and HTU in SSEA, CIS & MEA — All Metrics by Fiscal Year
| Fiscal Year | Egypt | Indonesia | Philippines | Russia | Turkey |
|---|---|---|---|---|---|
| 2017 | n.a. | 33.0% | 67.6% | 27.8% | 46.7% |
| 2018 | n.a. | 33.0% | 69.9% | 28.4% | 46.4% |
| 2019 | n.a. | 32.1% | 70.5% | 30.1% | 43.7% |
| 2020 | n.a. | 28.8% | 67.2% | 32.3% | 41.3% |
| 2021 | 20.7% | 28.0% | 62.0% | 31.7% | 44.8% |
| 2022 | 22.2% | 28.6% | 60.3% | 31.1% | 47.9% |
| 2023 | 32.8% | 28.7% | 55.4% | 31.8% | 50.2% |
| 2024 | 28.8% | 30.5% | 46.9% | 32.3% | 52.0% |
| 2025 | 30.0% | 30.7% | 47.3% | 31.7% | 46.4% |
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.
Total Market Share of Cigarette and HTU in SSEA, CIS & MEA — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| Egypt | 30.5% |
| Indonesia | 30.0% |
| Philippines | 49.9% |
| Russia | 31.9% |
| Turkey | 49.5% |
Averages cover FY2023–FY2025. Market share rounded to one decimal place.
Total Market Share Breakdown in EA, AU & PMI GTR
View data as table
Philip Morris International Total Market Share of Cigarette and HTU in EA, AU & PMI GTR — All Metrics by Fiscal Year
| Fiscal Year | Australia | Japan | South Korea |
|---|---|---|---|
| 2017 | 30.6% | 32.1% | 21.2% |
| 2018 | 29.7% | 34.0% | 25.0% |
| 2019 | 27.5% | 34.5% | 22.6% |
| 2020 | 29.9% | 37.1% | 20.7% |
| 2021 | 32.3% | 35.7% | 19.7% |
| 2022 | 33.4% | 37.6% | 19.2% |
| 2023 | 34.8% | 39.6% | 19.5% |
| 2024 | 34.8% | 41.4% | 19.9% |
| 2025 | 35.4% | 43.0% | 20.6% |
The definition of PMI’s total market share and the EA, AU & PMI GTR region is available here: total market share and EA, AU & PMI GTR region.
Total Market Share of Cigarette and HTU in EA, AU & PMI GTR — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| Australia | 35.0% |
| Japan | 41.3% |
| South Korea | 20.0% |
Averages cover FY2023–FY2025. Market share rounded to one decimal place.
Total Market Share Breakdown in Americas
View data as table
Philip Morris International Total Market Share of Cigarette and HTU in Americas — All Metrics by Fiscal Year
| Fiscal Year | Argentina | Mexico |
|---|---|---|
| 2017 | 74.7% | 68.1% |
| 2018 | 73.8% | 68.0% |
| 2019 | 70.0% | 67.1% |
| 2020 | 61.0% | 63.7% |
| 2021 | 66.3% | 64.0% |
| 2022 | 63.8% | 65.1% |
| 2023 | 61.9% | 63.1% |
| 2024 | 62.1% | 58.5% |
| 2025 | 63.5% | 57.8% |
The definition of PMI’s total market share and the Americas region is available here: total market share and Americas region.
Total Market Share of Cigarette and HTU in Americas — Averages (FY2023–FY2025)
| Metric | 3-Year Average (FY2023–FY2025) |
|---|---|
| Argentina | 62.5% |
| Mexico | 59.8% |
Averages cover FY2023–FY2025. Market share rounded to one decimal place.
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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Disclosure
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