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This article presents the market share of Philip Morris International’s (PMI) heated tobacco units (HTU) across different countries.
PMI distributes its 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.
Let’s look at the details!
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
- PMI total market share: cigarette and htu,
- PMI market share by country,
- PMI market share for Marlboro and other cigarette brands
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
- HTU Market Share
- Heated Tobacco Units (HTU)
- In-Market Sales (IMS)
- Europe Region
- SSEA, CIS & MEA
- EA, AU & PMI DF
- Americas
Europe
A1. Market Share of HTU in Europe
SSEA, CIS & MEA
A2. Market Share of HTU in SSEA, CIS & MEA
EA, AU & PMI DF
A3. Market Share of HTU in EA, AU & PMI DF
Americas
A4. Market Share of HTU in Americas
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.
HTU Market Share: Market share of heated tobacco unit (HTU) is defined as PMI’s HTU 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).
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.
Market Share of HTU in Europe
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The definition of PMI’s HTU market share and the Europe region is available here: HTU market share and Europe region.
In fiscal year 2024, Philip Morris International (PMI) recorded a 17% market share for heated tobacco units (HTU) in Italy — the highest among all European countries analyzed.
This figure aligned closely with the 16.8% market share reported for fiscal year 2023 and represented a substantial increase from the 5% market share observed in fiscal year 2019.
Poland ranked second, with PMI achieving a 9.1% HTU market share in fiscal year 2024, demonstrating significant growth from a 2.5% market share in fiscal year 2019.
In Germany, PMI attained an HTU market share of 6.2% for fiscal year 2024, while Spain’s market share stood at 2.9% during the same period.
France recorded the smallest HTU market share among all European countries, with only 0.6% in fiscal year 2024.
An important trend emerges: PMI has experienced substantial market share growth across most European countries over recent years, except in France, where its HTU market share has stagnated at below 1% for the past eight years.
Market Share of HTU in SSEA, CIS & MEA
PMI-market-share-of-htu-in-ssea-cis-and-mea
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The definition of PMI’s HTU market share and the SSEA, CIS & MEA region is available here: HTU market share and SSEA, CIS & MEA region.
Within the SSEA, CIS & MEA region, Russia led the market with an HTU market share of 8.6% in fiscal year 2024, a notable increase from 3.8% in fiscal year 2019.
In Egypt, PMI achieved an HTU market share of 1.9% in fiscal year 2024, reflecting substantial growth from just 0.2% in 2021.
In contrast, PMI’s market share in other countries within this region — including the Philippines, Indonesia, and Turkey — remained relatively modest, with each recording less than 1% as of fiscal year 2025.
Market Share of HTU in EA, AU & PMI DF
PMI-market-share-of-htu-in-ea-au-and-pmi-df
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The definition of PMI’s HTU market share and the EA, AU & PMI DF region is available here: HTU market share and EA, AU & PMI DF region.
Within the EA, AU & PMI DF region, Philip Morris International (PMI) achieved one of its highest HTU market shares in Japan, reaching 30% in fiscal year 2024 — a significant rise from 17% in fiscal year 2019.
In South Korea, PMI’s HTU market share stood at 8.1% in fiscal year 2024, showing a modest increase from 6.8% in 2019.
In contrast, PMI reported a 0% market share for its HTU products in Australia across all fiscal years
Market Share of HTU in Americas
PMI-market-share-of-htu-in-americas
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The definition of PMI’s HTU market share and the Americas region is available here: HTU market share and Americas region.
In the Americas region, Philip Morris International (PMI) reported only a minimal HTU market share.
For instance, PMI’s HTU market share in Mexico reached 0.7% in fiscal year 2024, reflecting notable growth from 0% in fiscal year 2019.
Similarly, the company recorded no presence in Argentina’s HTU market, maintaining a 0% market share throughout most fiscal years.
Insight
Philip Morris International’s (PMI) heated tobacco unit (HTU) market share has experienced notable growth across several regions and countries, reflecting its expanding presence in the smoke-free product segment.
PMI demonstrates significant market share gains in key markets like Italy, Japan, Russia, and Poland, often doubling or tripling its share compared to previous years.
Regions like Europe and East Asia stand out as strongholds for PMI’s HTU products, particularly in countries such as Italy and Japan.
France and certain countries in the Americas (e.g., Argentina) remain challenging for PMI, with market shares stagnating at very low or negligible levels.
Across most regions, PMI has shown a consistent upward trend in market share, showcasing its efforts to pivot toward smoke-free alternatives in its product portfolio.
While some regions such as East Asia have standout markets like Japan, other parts of the region (e.g., Australia) still report a 0% market share, highlighting disparities in adoption.
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. Pexels Images.
Disclosure
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