Glass of water. Pexels Image.
This article presents the market share of Philip Morris International (PMI)’s cigarettes in key countries.
PMI categorizes its markets into four major regions, namely: Europe, SSEA & CIS & MEA, EA & AU & PMI DF, and Americas.
Let’s look at the cigarette market share results!
For other key statistics of Philip Morris International, you may find more resources on these pages:
Sales
Revenue
Market Share
- Global market share: cigarette and HTU combined,
- Market share of cigarette and HTU by region,
- Market share of cigarette and HTU by country,
- Market share of HTU by country,
- Market share of Marlboro and other cigarette brands
Profit Margin
Other Statistics
- 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
Europe
A1. Cigarette Market Share in France, Germany, and Italy
A2. Cigarette Market Share in Poland and Spain
SSEA, CIS & MEA
B1. Cigarette Market Share in Egypt, Indonesia, and the Philippines
B2. Cigarette Market Share in Russia and Turkey
EA, AU & PMI DF
C1. Cigarette Market Share in Australia, Japan, and South Korea
Americas
D1. Cigarette Market Share in Argentina and Mexico
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.
Cigarette Market Share: Cigarette market share is defined as PMI’s cigarette 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, 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.
Cigarette Market Share in France, Germany, and Italy
PMI-cigarette-market-share-Europe
(click image to expand)
The definition of PMI’s cigarette market share is available here: cigarette market share.
You may find more information about PMI’s regions here: Europe, SSEA, CIS & MEA, EA, AU & PMI DF, and Americas.
Philip Morris International (PMI)’s market share of cigarette has remained firm across key markets in Europe, as shown in the chart. However, its market share of cigarette in Italy has significantly declined since 2017.
Here is the breakdown:
Market Share in FY2024:
| Country | Market Share (%) |
|---|---|
| France | 40.6% |
| Germany | 32.5% |
| Italy | 36.7% |
3-Year Market Share Trend from FY2021 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| France | 43.2% to 40.6% | -2.6% |
| Germany | 35.5% to 32.5% | -3.0% |
| Italy | 41.5% to 36.7% | -4.8% |
5-Year Market Share Trend from FY2019 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| France | 44.8% to 40.6% | -4.2% |
| Germany | 36.8% to 32.5% | -4.3% |
| Italy | 47.0% to 36.7% | -10.3% |
Cigarette Market Share in Poland and Spain
PMI-cigarette-market-share-Europe-2
(click image to expand)
The definition of PMI’s cigarette market share is available here: cigarette market share.
You may find more information about PMI’s regions here: Europe, SSEA, CIS & MEA, EA, AU & PMI DF, and Americas.
Philip Morris International (PMI) has seen a considerable decline in market share of its cigarette volumes in Poland and Spain, as shown in the chart.
Here is the breakdown:
Market Share in FY2024:
| Country | Market Share (%) |
|---|---|
| Poland | 34.8% |
| Spain | 26.5% |
3-Year Market Share Trend from FY2021 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Poland | 31.0% to 34.8% | +3.8% |
| Spain | 29.9% to 26.5% | -3.4% |
5-Year Market Share Trend from FY2019 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Poland | 38.7% to 34.8% | -3.9% |
| Spain | 30.6% to 26.5% | -4.1% |
Cigarette Market Share in Egypt, Indonesia, and the Philippines
PMI-cigarette-market-share-SSEA-CIS-MEA
(click image to expand)
The definition of PMI’s cigarette market share is available here: cigarette market share.
You may find more information about PMI’s regions here: Europe, SSEA, CIS & MEA, EA, AU & PMI DF, and Americas.
Philip Morris International (PMI)’s market share of cigarette has remained solid in Egypt and Indonesia, but has experienced significant degradation in the Philippines, as shown in the chart.
Here is the breakdown:
Market Share in FY2024:
| Country | Market Share (%) |
|---|---|
| Egypt | 27.1% |
| Indonesia | 27.0% |
| Philippines | 50.6% |
3-Year Market Share Trend from FY2021 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Egypt | 20.5% to 27.1% | +6.6% |
| Indonesia | 28.0% to 27.0% | -1.0% |
| Philippines | 61.7% to 50.6% | -11.1% |
5-Year Market Share Trend from FY2019 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Egypt | – | – |
| Indonesia | 32.1% to 27.0% | -5.1% |
| Philippines | 70.5% to 50.6% | -19.9% |
Cigarette Market Share in Russia and Turkey
PMI-cigarette-market-share-SSEA-CIS-MEA-2
(click image to expand)
The definition of PMI’s cigarette market share is available here: cigarette market share.
You may find more information about PMI’s regions here: Europe, SSEA, CIS & MEA, EA, AU & PMI DF, and Americas.
Philip Morris International (PMI)’s market share of cigarette in Russia has modestly deteriorated over the last eight years, but it has remained strong in Turkey, as illustrated in the chart.
Here is the breakdown:
Market Share in FY2024:
| Country | Market Share (%) |
|---|---|
| Russia | 23.7% |
| Turkey | 52.0% |
3-Year Market Share Trend from FY2021 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Russia | 24.3% to 23.7% | -0.6% |
| Turkey | 44.8% to 52.0% | +7.2% |
5-Year Market Share Trend from FY2019 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Russia | 26.3% to 23.7% | -2.6% |
| Turkey | 43.7% to 52.0% | +8.3% |
Cigarette Market Share in Australia, Japan, and South Korea
PMI-cigarette-market-share-EA-AU-PMI-DF
(click image to expand)
The definition of PMI’s cigarette market share is available here: cigarette market share.
You may find more information about PMI’s regions here: Europe, SSEA, CIS & MEA, EA, AU & PMI DF, and Americas.
Philip Morris International (PMI)’s market share of cigarette in Australia has been on the rise over the past eight years, but has experienced significant deterioration in Japan and South Korea, as depicted in the chart.
Here is the breakdown:
Market Share in FY2024:
| Country | Market Share (%) |
|---|---|
| Australia | 34.8% |
| Japan | 11.5% |
| South Korea | 11.8% |
3-Year Market Share Trend from FY2021 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Australia | 32.3% to 34.8% | +2.5% |
| Japan | 14.4% to 11.5% | -2.9% |
| South Korea | 13.2% to 11.8% | -1.4% |
5-Year Market Share Trend from FY2019 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Australia | 27.5% to 34.8% | +7.3% |
| Japan | 17.4% to 11.5% | -5.9% |
| South Korea | 15.8% to 11.8% | -4.0% |
Cigarette Market Share in Argentina and Mexico
PMI-cigarette-market-share-Americas
(click image to expand)
The definition of PMI’s cigarette market share is available here: cigarette market share.
You may find more information about PMI’s regions here: Europe, SSEA, CIS & MEA, EA, AU & PMI DF, and Americas.
Within the Americas region, Philip Morris International (PMI) has seen significant decline in market share of cigarette in Argentina and Mexico, as illustrated in the chart.
Here is the breakdown:
Market Share in FY2024:
| Country | Market Share (%) |
|---|---|
| Argentina | 62.1% |
| Mexico | 61.9% |
3-Year Market Share Trend from FY2021 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Argentina | 66.3% to 62.1% | -4.2% |
| Mexico | 63.7% to 61.9% | -1.8% |
5-Year Market Share Trend from FY2019 to FY2024:
| Country | Market Share (%) | % Point Changes |
|---|---|---|
| Argentina | 70.0% to 62.1% | -7.9% |
| Mexico | 67.1% to 61.9% | -5.2% |
Insight
Philip Morris International (PMI) is experiencing significant shifts in its cigarette market share across various regions and countries.
While PMI maintains strong positions in markets like Turkey, Argentina, and Mexico, it is facing notable declines in Italy, Japan, South Korea, the Philippines, and other key locations.
PMI’s cigarette market share has dropped sharply in countries like Italy (from 47.0% in FY2019 to 36.7% in FY2024), Japan (from 17.4% to 11.5%), and the Philippines (from 70.5% to 50.6%).
PMI has seen increases in markets like Egypt (from 20.5% in FY2021 to 27.1% in FY2024) and Turkey (from 43.7% in FY2019 to 52.0%).
The company faces strong competition in Asia, particularly in Japan and South Korea, where local brands and smoke-free alternatives are gaining traction.
These trends could indicate whether PMI’s shift toward smoke-free alternatives is working or if traditional cigarette sales are eroding faster than expected.
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. Pexekls 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.
If you find the information in this article helpful, please consider sharing it on social media. Additionally, providing a link back to this article from any website can help us create more content like this in the future.
Thank you for your support and engagement! Your involvement helps us continue to provide high-quality, reliable content.