Philip Morris to end global cigarette sales in favor of heated tobacco productBusiness | 13 Jul 2020 1:33 pm
Philip Morris International thinks the sale of cigarettes could come to an end around the world in the coming years, but have no fear, because they have got another product ready to sell that offers a “safer” nicotine fix.
Philip Morris and the US Food and Drug Administration annoucned this week that the company’s IQOS “electrically heated tobacco system” has been given the green light to market as a safer alternative to cigarettes, Market Watch reports. Now designated as a “modified risk” product, the company can promote these items “as containing a reduced level of or presenting a reduced exposure to a substance,” according to the FDA statement.
Philip Morris, the company behind Marlboro cigarettes, describes these alternative products as heating rather than burning tobacco, which a cigarette does. Burning tobacco, which reaches 600 degrees Celsius, “contains high levels of harmful chemicals,” according to the company’s website. The tobacco heating system (THS) heats tobacco to 350 degrees Celsius.
“However, THS is not risk-free and delivers nicotine which is addictive,” the site says. Philip Morris has turned its focus to the IQOS product, with Philip Morris’ Chief Operating Officer Jacek Olczak saying at the Deutsche Bank dbAccess Global Consumer Conference last month that the company is committed to “working towards realizing [the] potential of this opportunity,” according to a FactSet transcript.
The development comes at a time when Philip Morris is preparing for the end of cigarette sales.
“I am convinced that it is possible to completely end cigarette sales in many countries within 10 to 15 years, but for that to happen, manufacturers and governments need to work in the same direction,” said André Calantzopoulos, chief executive of Philip Morris, in a letter to stakeholders published with the company’s report on its environmental, social and governance (ESG) efforts.
Calantzopoulos notes the “skeptical stakeholders” like international organizations and the media that “doubt that harm reduction through smoke-free alternatives is sound public health policy or argue that our purpose-driven strategy is nothing more than window dressing.”
He highlights other areas where advice to reduce a hazardous activity is accepted, such as lowering sugar intake for better health.
“I feel strongly that people who smoke cigarettes, the most harmful nicotine-containing product, should not be denied the opportunity to switch to better alternatives,” Calantzopoulos wrote.
In 2019, Philip Morris sold 706.7 billion cigarettes, down by 4.5 percent from 2018, according to a June CFRA report. Over the next few years, CFRA forecasts that cigarette consumption will fall by 3 percent each year.
Shipments of heated tobacco products, on the other hand, soared by 44.2 percent to 59.7 billion units in 2019.