Market share. Pexels Image.
This article presents Philip Morris International (PMI)’s global market share and market share breakdown by product category.
PMI’s product category consists of cigarette and heated tobacco unit (HTU).
Let’s look at the results!
For other key statistics of Philip Morris International, you may find more resources on these pages:
Sales
Revenue
- PMI revenue breakdown: combustible & smoke-free,
- PMI revenue by segment: Europe, Asia Pacific, and America
Market Share
Profit Margin
Other Statistics
- PMI financial health: total debt, payment due, and cash,
- Capital expenditures
Please use the table of contents to navigate this page.
Table Of Contents
Definitions And Overview
- Total Market Share
- Cigarette Market Share
- HTU Market Share
- Cigarette Over Cigarette Market Share
- Marlboro Cigarette Over Cigarette Market Share
- Heated Tobacco Units (HTU)
- IQOS Devices
- Reduced-risk Products (RRPs)
- In-Market Sales (IMS)
Consolidated Market Share
Market Share By Product Category
A2. Cigarette And HTU Market Share
Cigarette Market Shara
A3. Cigarette Over Cigarette Market Share
A4. Marlboro Cigarette Over Cigarette Market Share
Summary And Reference
S1. Insight
S2. References and Credits
S3. 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.
Cigarette Market Share: Market share for cigarettes is defined as the in-market sales volume for cigarettes as a percentage of the total estimated industry sales volume for cigarettes and HTUs. For Japan, the total estimated industry sales volume also includes cigarillos.
HTU Market Share: Market share for HTUs is defined as the in-market sales volume for HTUs as a percentage of the total estimated industry sales volume for cigarettes and HTUs. For Japan, the total estimated industry sales volume also includes cigarillos.
Cigarette Over Cigarette Market Share: PMI’s “cigarette over cigarette market share” refers to the proportion of the company’s cigarette sales volume relative to the total industry sales volume of cigarettes, excluding other tobacco products like heated tobacco units (HTUs).
It provides a focused view of a company’s performance within the traditional cigarette segment, offering insights into its competitive standing in this specific market.
Marlboro Cigarette Over Cigarette Market Share: Marlboro cigarette over cigarette market share refers to the proportion of PMI’s Marlboro cigarette sales volume relative to the total industry sales volume of cigarettes, excluding other tobacco products like heated tobacco units (HTUs).
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).
IQOS Devices: IQOS heat-not-burn devices are precisely controlled heating devices into which a specially designed and proprietary tobacco units are inserted and heated to generate an aerosol.
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.
Worldwide Market Share
PMI’s total market share
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The definition of PMI’s total market share is available here: total market share.
Philip Morris International (PMI) achieved a record-high global market share of 28.7% in fiscal year 2024, an increase from 28.3% in fiscal year 2023.
The latest result marks a significant recovery from its lowest point in recent years. PMI’s market share bottomed out at 27.3% in fiscal year 2021.
Since then, the company has demonstrated resilience and strategic effectiveness, gradually increasing its market share over the past three years.
Historically, PMI’s global market share has exhibited remarkable stability, averaging around 28% since 2017.
This consistency highlights its ability to adapt to market trends, sustain customer loyalty, and compete effectively across regions despite shifting regulatory environments, evolving consumer preferences, and rising competition.
Cigarette And HTU Market Share
philip-morris-international-total-market-share-for-cigarettes-and-HTUs
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The definitions of PMI’s cigarette and HTU market share are available here: cigarette market share and HTU market share. HTU definition is available here: HTU.
Philip Morris International recorded a worldwide cigarette market share of 23.5% in fiscal 2024, reflecting a slight decline from 23.7% in 2023.
Over the long term, PMI’s international cigarette market share has experienced a significant drop, decreasing from 27.1% in 2017 to the current 23.5%.
On the other hand, the company’s market share for heated tobacco units (HTUs) has demonstrated consistent growth, reaching a record 5.2% in fiscal 2024 — the highest level since 2017.
While HTUs still represent a smaller proportion of PMI’s overall market share compared to cigarettes, this upward trend marks a promising step toward the company’s vision of a smoke-free future.
Cigarette Over Cigarette Market Share
philip-morris-international-cigarette-over-cigarette-market-share
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The definition of PMI’s cigarette over cigarette market share is available here: cigarette over cigarette market share.
Focusing solely on the industry’s cigarette sales volume, excluding heated tobacco units (HTUs), Philip Morris International achieved a worldwide market share of 25.3% for cigarette in fiscal year 2024.
This figure remained consistent with 2023 but showed a slight rebound from its low of 24.8% reported in 2021.
Over the long term, PMI’s global cigarette market share has declined from 27.4% in 2017 to its current level of 25.3%.
Marlboro Cigarette Over Cigarette Market Share
philip-morris-international-marlboro-cigarette-over-cigarette-market-share
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The definition of PMI’s Marlboro cigarette over cigarette market share is available here: Marlboro cigarette over cigarette market share.
Marlboro, owned by Philip Morris International, stands as one of the most iconic cigarette brands globally, recognized for its signature packaging and the rugged cowboy imagery featured prominently in its advertising campaigns.
As of fiscal year 2024, PMI’s worldwide market share for Marlboro cigarettes rose to 10.1%, marking a slight increase from the previous year and achieving the highest level recorded in the past eight years.
Over the long term, PMI’s global market share for Marlboro has demonstrated stability, consistently averaging 9.8%.
Insight
PMI’s cigarette market share has faced a long-term decline, consistent with broader industry trends.
However, the growing market share for heated tobacco units (HTUs) and the stable performance of iconic brands like Marlboro highlight the company’s ability to adapt and innovate in response to shifting consumer preferences and its push towards a smoke-free future.
These dynamics suggest a strategic rebalancing between traditional products and emerging categories.
References and Credits
1. All financial numbers 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.
Disclosure
We may use artificial intelligence (AI) tools to assist us in writing some of the text in this article. However, the data is directly obtained from original sources and meticulously cross-checked by our editors multiple times to ensure its accuracy and reliability.
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