Reducing smoking rates key

Philip Morris International (PMI) successfully hosted its flagship event, Technovation 2024, on December 11 at Jumeirah Saadiyat Island in Abu Dhabi, UAE. This was the first time the event was held in the Middle East.

The 'Technovation: Smoke-Free by PMI Abu Dhabi Edition' features media representatives from across the region to discuss the promises of smoke-free products and the technologies available today. During the one-day event, discussions between media and other stakeholders from around the world focused on the important role that innovation, technology and science can play in creating a smoke-free environment.

The event was attended by media agencies from nearly 30 countries worldwide to listen to presentations and participate in discussions about the role of the tobacco industry, civil society, government and the public health community towards the goal of achieving a smoke-free future at a faster pace.

A highlight of the event was the engaging discussion led by PMI's CEO Jacek Olczak, who shared insights into PMI's three-decade journey in research and development to pioneer products that are a much better choice than continued smoking.

A key target reinforced PMI's ambitious vision: to increase its total net revenue in smoke-free products to 66% by 2030, while having already achieved 38% today.

The conversation, moderated by Tommaso Di Giovanni, Vice President of International Communications and Engagement, outlined the company's transformation from a traditional tobacco company to a leader in smoke-free innovations – envisioning a smoke-free future that is within reach. "We are now more fortunate because we are living in a time when innovation can come faster and can accelerate the decline in smoking habits and help those who do not quit smoking, to switch to lower risk products," said PMI CEO, Jacek Olczak.

This push for a smoke-free future is founded on its research that burning tobacco is what makes cigarettes harmful; chemicals emitted from burning are the main cause of smoking-related diseases. During the event, PMI CEO Jacek Olczak reaffirmed the company’s commitment to a smoke-free world by prioritizing smoke-free alternatives where it has invested $12.5 billion since 2008. Since 2016, he said the company has been strengthening its commitment to delivering a smoke-free future. It introduced the first heat-not-burn platform in Japan and Italy in 2014.

"We started it in Japan 10 years ago, in Nagoya. The number of users in Japan who started with this product, in my opinion, is about 70 percent. So, within 10 years, Japan is almost, but not yet, reaching its peak of becoming a smoke-free country," said Mr Olczak. "So now, we have the science, the evidence, for the last 10 years. If you look in Sweden, the proof over the last 30 years, is that products, different product formats, can solve problems very quickly," he continued.

Olczak revealed that the company is working towards deriving two-thirds of its revenue from smoke-free products by 2030.

The role of policymaking in PMI’s smoke-free ambitions

A distinguished panel of experts, including representatives from the Consumer Choice Center and Progressive Policy Institute, explored the evolving regulatory landscape for smoke-free products.

The discussion highlighted how forward-thinking governments are recognizing the role of scientifically substantiated alternatives in accelerating the decline of smoking, while generating positive public health and socio-economic outcomes.

The sessions also showcased PMI's significant investment in research and development, which has reached $12.5 billion since 2008. With more than 1,500 R&D positions dedicated to smoke-free innovation, PMI demonstrated its commitment to scientific advancement in the field.

The company presented its vision where, with appropriate regulatory frameworks and stakeholder collaboration, cigarette sales could end within 10-15 years in many countries.

Placing consumers at the centre of research and development

Another panel highlighted how consumers are an often-neglected voice in the debates that often result in disproportionate regulation, restrictions on sales and use and outright bans applied to SFPs. The discussion highlighted that despite considerable scientific evidence to support the public health benefits of less harmful alternatives, obstacles are being placed in the way of consumers.

Andrzej Dabrowski, Area VP Middle East & North Africa for Phillip Morris international, said much of the success in the MENA region was providing a portfolio of products to move smokers away from cigarettes in meeting their needs.

“In the MENA region, everything started in UAE in 2019. There, there was appropriate regulation that opened the gates for SFPs. Here we launched our first IQOS with success. Nowadays, 5 years later, we have many more markets where SFPs are present vs. those where they are not”.

He also said that understanding the balance between regulation, consumer preferences, and cultural factors is essential for replicating this success in other Middle East and North African regions. Furthermore, he stressed that it was essential to provide portfolio customization to meet different consumers’ needs and demands, with only one bigger goal: move away from cigarettes as many smokers as possible, as soon as possible.

The panel further emphasized the importance of placing consumers at the centre of all research and development conducted, to develop less harmful alternatives.

Additionally, the event stressed the critical role of consumers in being informed about their options and alternatives, empowering them to make educated choices that align with their needs and preferences.

PMI’s smoke-free products for a smokeless future

The event also showcased PMI’s products, from its leading heated tobacco system, IQOS, to its responsibly commercialized e-vapor products, and oral smokeless nicotine pouch. This multi-category portfolio of scientifically backed products, while not risk free, are a better alternative for adults than continued smoking.

IQOS, PMI’s flagship smoke-free innovation, has surpassed its bestselling cigarette brand to become the premium nicotine brand globally less than a decade since its launch, demonstrating tangible progress. In the UAE, IQOS has been available to legal-age smokers in the UAE since 2019.

The event concluded with an innovative exhibition showcase featuring distinct zones, including a comprehensive consumer retail experience for harm reduction alternatives, an immersive virtual reality journey exploring facts versus myths about smoke-free products, PMI's cutting-edge science center.

The exhibition effectively demonstrated PMI's multi-category approach to tobacco harm reduction and its commitment to scientific substantiation of smoke-free alternatives.