Philip Morris Market Share By Region — Cigarette & HTU

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

PMI distributes its cigarette and HTU products in four key regional markets: Europe, SSEA & CIS & MEA, EA & AU & PMI GTR, and Americas.

Let’s look at the results!

For other key statistics of Philip Morris International, you may find more resources on this page: PMI key stats.

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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 (“IMS”) is defined as sales to the trade channels, which serve the end legal age nicotine users.

Depending on the market and distribution model, IMS may represent an estimate. Consequently, past reported periods may be updated to ensure comparability and to incorporate the most current information.

In other words, in-market sales (IMS) represents the number of units sold to consumers rather than shipments from manufacturers or distributors.

IMS is often used to gauge real consumer demand and market penetration, making it a valuable metric for assessing product performance.

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.

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Insight & Summary of PMI’s Market Share of Cigarette and HTU By Region

PMI’s regional market share shows broadly positive momentum across most of its footprint through the available data, with Europe and the EA/AU/PMI GTR grouping both showing sustained gains, while the Americas (excluding the U.S.) and South & Southeast Asia specifically stand out as the exceptions moving in the opposite direction — though it’s worth noting PMI discontinued this level of regional disclosure after fiscal year 2024.

• Europe: Steady, Consistent Growth Across Both Reporting Groupings Under the New Grouping, Europe’s market share grew from 39.0% (2022) to 40.0% by 2024 — a modest but uninterrupted gain each year. This pattern is also visible in the Legacy Grouping’s more granular breakdown: European Union share climbed steadily from 38.3% (2016) to 39.5% (2022), while Eastern Europe grew even more substantially, from 26.7% (2017) to a peak of 30.6% (2021) before a slight pullback to 29.8% (2022). Both European sub-regions show a consistent growth trajectory over their full reporting periods, distinct from the more mixed patterns seen elsewhere.

• EA, AU and PMI GTR: The Strongest, Most Consistent Growth of Any Region Shown This grouping grew from 28.7% (2022) to 31.3% (2024) — a 2.6 percentage point gain in just three years, the fastest rate of improvement among the New Grouping’s four regions. Within the Legacy Grouping’s East Asia & Australia figures, share also grew from 25.4% (2017) to 27.5% (2021), reinforcing that this region has been a genuine, sustained growth driver for PMI across both reporting frameworks, not just an artifact of the 2022 regrouping.

• The Americas (Excluding U.S.) Shows a Notable, Sustained Decline This is the one region with a clearly negative trajectory across the full dataset. Under the Legacy Grouping, Americas share fell from a peak of 39.6% (2017) to 33.4% (2021), before a partial recovery to 34.8% (2022) — and under the New Grouping, it continued softening further to 33.7% by 2023-2024, holding flat rather than resuming growth. This is the only region where the multi-year direction is clearly downward rather than upward, standing out from the broader pattern of gains elsewhere.

• South & Southeast Asia: The Steepest Regional Decline in the Legacy Dataset South & Southeast Asia’s share fell from 23.1% (2017) to just 19.4% (2022) — a decline of nearly 4 percentage points, the largest sustained drop of any individual region in the Legacy Grouping. Notably, this region’s specific decline isn’t cleanly separable in the New Grouping, since it’s now combined with CIS and Middle East & Africa into the broader “SSEA, CIS & MEA” category, which itself shows modest growth (22.6% to 23.8%) — suggesting the other components folded into this new combined region may be offsetting South & Southeast Asia’s continued softness.

• Structural Takeaway: PMI’s regional market share picture through 2024 shows genuine divergence: Europe and EA/AU/PMI GTR both delivered consistent, multi-year gains, while the Americas (excluding U.S.) and South & Southeast Asia specifically show sustained erosion that predates and continues through the 2022 regrouping. Given the Americas figure held flat rather than recovering further in 2023-2024, and given PMI’s discontinuation of this regional disclosure after fiscal year 2024 means investors will need to rely on the aggregate, country-level, or category-level metrics covered elsewhere in this analysis going forward, the trend worth flagging is that this loss of granular regional visibility arrives at a moment when the regional picture was genuinely uneven — meaning less will be directly knowable about whether the Americas’ softness or Southeast Asia’s decline continues, stabilizes, or reverses in future periods.

The table below combines all key Philip Morris’ market share by region metrics into a single view for the latest three fiscal years.

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Market Share By Region (New Grouping)

The definition of PMI’s total market share is available here: total market share.

You may find more information about PMI’s regions here: Europe, SSEA, CIS & MEA, EA, AU & PMI GTR, and Americas.

Market share numbers are based on the combined shipments of cigarette and HTU.

PMI reorganized its regions from the previous six to four starting in fiscal year 2023. Prior year data was a recast.

Legacy regions are presented here: legacy regions.

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Market Share By Region (Legacy Grouping)

The definition of PMI’s total market share is available here: total market share.

Market share numbers are based on the combined shipments of cigarette and HTU.

The regions presented in this section are considered legacy and are no longer classified as reportable segments starting in fiscal year 2023.

New reportable regions are presented here: new regions.

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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. Pexels Images.

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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 (usually the quarterly and annual reports) and meticulously cross-checked by our editors multiple times to ensure its accuracy and reliability.

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