Philip Morris Intl. Sales By Region — Cigarette Only

IQOS and heat stick. Pixabay Image.

This article presents the shipment volumes of Philip Morris International (PMI)’s cigarettes in key regions.

PMI categorizes its markets into four major regions, namely:

• Europe,
• SSEA & CIS & MEA,
• EA & AU & PMI GTR,
• and Americas.

Let’s check it out!

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.

Cigarette Sales Volumes: Philip Morris International’s cigarette shipment volumes are measured based on the in-market sales (IMS) volumes.

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 Shipment Volumes of Cigarette

PMI’s cigarette shipment volume has declined nearly every year since 2016, with heated tobacco units (HTUs) growing rapidly enough to meaningfully cushion the total combined volume — while regionally, the transition away from cigarettes and toward HTU-dominant markets is reshaping where PMI’s cigarette business is concentrated.

• Cigarette Volume Has Declined in Eight of Nine Years, With HTU Growth Substantially Offsetting the Decline Cigarette Shipment Volume fell from 812,946 million units (2016) to 607,367 million units by 2025 — a decline of over 25% — with growth negative in eight of the nine years shown. Yet Total Cigarette and HTU Shipment Volume declined far more modestly over the same period, and even grew in five of those nine years, because HTU Shipment Volume expanded from just 7,394 million units to 155,133 million units — more than a twentyfold increase. This confirms HTU growth has been substantial enough to substantially cushion, though not fully offset, cigarette volume’s structural decline.

• HTU’s Share of Total Volume Has Grown Every Single Year, Now Exceeding One-Fifth of the Total HTU Shipment Volume Mix grew from 0.9% (2016) to 20.3% by 2025 — an uninterrupted increase in every year shown, with no exceptions. This steady, consistent mix shift is the clearest structural signal in the entire dataset: PMI’s shipment volume has been transitioning from a cigarette-dominant to an increasingly HTU-diversified mix at a remarkably steady pace, rather than through any sudden shifts.

• SSEA, CIS & MEA Has Become PMI’s Largest Cigarette Shipment Region, Growing Its Share Even as Total Volume Shrinks Under the New Grouping, SSEA, CIS & MEA’s mix share grew from 53.2% (2022) to 57.2% by 2025 — already the largest of the four regions, and continuing to grow even as Total Cigarette Shipment Volume itself declined in three of those four years. Meanwhile, EA, AU & PMI GTR’s mix share fell from 8.7% to 7.5% over the same period, the steepest proportional decline of any region in the New Grouping — consistent with what we’ve established about this being PMI’s strongest HTU-transition region, where cigarette volume is being displaced most rapidly.

• The Legacy Grouping Reveals a Similar Pattern: Middle East & Africa Gaining Share, East Asia & Australia and Eastern Europe Losing It Within the Legacy Grouping, Middle East & Africa’s mix share grew from 17.5% (2016) to 21.6% (2022) — the strongest gain of any legacy region — while East Asia & Australia fell from 9.2% to 6.8% and Eastern Europe fell from 15.9% to 13.1%, the two steepest legacy-region declines. This confirms the same underlying pattern visible in the New Grouping: cigarette volume is consolidating toward regions with lower HTU penetration, while share erodes fastest in PMI’s more HTU-mature markets.

• Structural Takeaway: PMI’s cigarette business is undergoing two simultaneous, related transitions: an overall shift from cigarettes toward HTUs at the product level, growing steadily and without interruption for nine consecutive years, and a regional consolidation where cigarette volume is increasingly concentrated in SSEA/CIS/MEA and Middle East & Africa specifically, while share erodes fastest in the more HTU-penetrated regions like EA/AU/PMI GTR and East Asia & Australia. Given HTU mix has grown every year without exception and now exceeds one-fifth of total volume, the trend worth monitoring going forward is whether this steady product-mix shift continues at a similar pace as HTUs mature further, and whether the regional consolidation pattern deepens further as remaining cigarette-dominant regions become an increasingly outsized share of PMI’s shrinking cigarette-only volume base.

The table below combines all key Philip Morris’ cigarette sales metrics into a single view for the latest three fiscal years.

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Cigarette and HTU Sales Overview

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Cigarette and HTU Sales Mix

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Cigarette and HTU Sales Growth

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Cigarette Sales By Region (New Grouping)

The definition of how PMI measures its cigarette shipment volumes is available here: cigarette sales volumes.

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

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.

Philip Morris International (PMI) primarily distributes its cigarettes to the SSEA, CIS, and MEA regions, which represent its largest market. Europe follows as PMI’s second-largest market, trailing the SSEA, CIS, and MEA regions in terms of shipments.

The following table shows a detailed breakdown:

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Cigarette Sales Mix By Region (New Grouping)

The definition of how PMI measures its cigarette shipment volumes is available here: cigarette sales volumes.

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

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.

Philip Morris International (PMI) generates over half of its global cigarette sales from shipments to the SSEA, CIS, and MEA regions. In contrast, the EA, AU, and PMI DF region accounts for the smallest share of the company’s cigarette sales volume.

The following table shows a detailed breakdown:

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Cigarette Sales Growth By Region (New Grouping)

The definition of how PMI measures its cigarette shipment volumes is available here: cigarette sales volumes.

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

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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Cigarette Sales By Region (Legacy Grouping)

The definition of how PMI measures its cigarette shipment volumes is available here: cigarette sales volumes.

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.

Philip Morris International (PMI)’s cigarette sales in most regions have been on the decline, particularly in European Union and Eastern Europe.

The following table shows a detailed breakdown:

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Cigarette Sales Mix By Region (Legacy Grouping)

The definition of how PMI measures its cigarette shipment volumes is available here: cigarette sales volumes.

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.

Philip Morris International (PMI)’s cigarette sales, as a share of total sales in most regions, have remained relatively stable despite a notable overall decline. This pattern suggests that the company’s cigarette sales have uniformly decreased across most regions.

The following table shows a detailed breakdown:

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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. Pexekls 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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