Philip Morris Market Share By Country — HTU Only

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This article presents the market share of Philip Morris International (PMI)’s 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 Americas.

Let’s look at the details!

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.

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, 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 Philip Morris International’s HTU Market Share By Country

PMI’s heated tobacco unit (HTU) market share has grown substantially across most of its footprint since 2017, but the pace and scale of that growth varies enormously by country — from Japan’s extraordinary expansion to several markets, including Australia and Argentina, that show no HTU presence whatsoever throughout the entire period.

• Japan Stands Alone as PMI’s Strongest HTU Market by a Wide Margin Japan’s HTU market share grew from 10.8% (2017) to 32.1% by 2025 — not only the highest share of any country in the entire dataset, but also the country with the largest absolute point gain (+21.3 percentage points) over the period. This places Japan in a category of its own; no other market approaches even half of Japan’s 2025 share level, making it clearly PMI’s most successful and mature HTU market internationally.

• Italy Leads Europe’s Sustained, Broad-Based HTU Growth Within Europe, Italy’s HTU market share grew from 0.7% (2017) to 18.6% by 2025 — the strongest performer in the region and the second-highest share of any country in the entire dataset behind Japan. Germany and Poland have also shown strong, consistent growth (reaching 7.2% and 10.0% respectively by 2025), while France stands out as a notable exception: after peaking at 0.7% in 2021-2023, France’s share has actually declined in the two most recent years, falling to 0.5% by 2025 — the only European market in this dataset showing a reversal rather than continued growth.

• Several Markets Show No HTU Presence Whatsoever Throughout the Entire Period Australia, Argentina, and Turkey all show flat 0.0% HTU market share in every single year from 2017 through 2025 — a striking and consistent pattern across three geographically distinct markets, suggesting these represent either regulatory barriers to HTU products, deliberate strategic non-entry, or product availability constraints that have persisted for the full nine years shown. This stands in sharp contrast to markets like Egypt, Indonesia, Philippines, and Mexico, all of which started from zero or near-zero shares but have since shown genuine, if modest, market entry and growth in the more recent years of the dataset.

• Newer Entrant Markets Show Early But Genuine Growth Signals Egypt (real data only from 2021), Indonesia, Philippines, and Mexico have all moved from negligible or zero shares to modest but meaningfully positive shares by 2025 (1.9%, 0.6%, 1.0%, and 1.0% respectively) — small in absolute terms compared to Japan or Italy, but representing genuine market establishment in regions where PMI’s HTU presence was effectively nonexistent just a few years earlier. South Korea, while an earlier entrant with 2.0% share already in 2017, has followed a more uneven path — dipping from 7.8% (2018) to as low as 6.2% (2022) before recovering to 9.5% by 2025.

• Structural Takeaway: PMI’s HTU market share growth has been genuinely uneven across its country footprint — heavily concentrated in a handful of markets (led decisively by Japan, followed by Italy, Germany, Poland, and Russia) while several markets (Australia, Argentina, Turkey) have shown zero presence for the entire nine-year period, and others are only just beginning to show early traction. Given France’s recent two-year decline stands out as the only reversal among otherwise-growing European markets, and given the newer entrant markets (Egypt, Indonesia, Philippines, Mexico) are still in early, low-single-digit stages of share growth, the trend worth monitoring going forward is whether these newer markets can replicate the trajectory seen in Italy or Japan, or whether France’s recent softening signals a broader maturation pattern that could eventually appear in PMI’s other established European HTU markets as well.

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

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Market Share of HTU in Europe

The definition of PMI’s HTU market share and the Europe region is available here: HTU market share and Europe region.

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Market Share of HTU in SSEA, CIS & MEA

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.

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Market Share of HTU in EA, AU & PMI GTR

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 GTR region.

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Market Share of HTU in Americas

The definition of PMI’s HTU market share and the Americas region is available here: HTU market share and Americas region.

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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.

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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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