The Philippines is steadily advancing toward the global goal of shifting from cigarettes to smoke-free alternatives, with nearly 150,000 users having already made the switch.

Based on data provided by PMFTC Inc., the local affiliate of Philip Morris International (PMI), the number of adult users who have shifted to smoke-free products is now approaching 150,000.

PMFTC, which manufactures the world’s top cigarette brand, Marlboro, and best-selling local brand Fortune, said this growth hinges on the company’s commitment to accelerate the vision of a smoke-free future.

“Most of our smoke-free product users who are former adult smokers transitioned from our own cigarette brands,” it said. “This reflects our proactive efforts to guide adult smokers toward better alternatives.”

Its parent company, PMI, has been heavily investing in research and development to develop innovative products that are designed to urge smokers to try safer alternatives.

Since launching in 2014, the Connecticut-based company has invested over $14 billion, or roughly ₱790 billion, to develop products such as IQOS and Zyn.

Unlike burning cigarettes, which produce chemicals such as carcinogens, IQOS uses induction to heat tobacco to release nicotine-containing vapor.

On the other hand, Zyn is inherently smoke-free since it is a nicotine pouch that is placed between a user’s gum and cheek or upper lip.

Through these products, PMI aims to reach at least 40 million adult users of smoke-free alternatives by 2025.

As of the fourth quarter of last year, around 39 million adults had already switched to smoke-free products—indicating strong momentum toward surpassing the target well ahead of schedule.

Also by 2030, PMI is targeting to grow the share in revenues of its smoke-free business to two-thirds of the company’s net revenues.

Based on its financial results in the first quarter of 2025, smoke-free products have contributed approximately 42 percent to PMI’s total revenue.

While it did not disclose specific volume figures, PMFTC said it is “actively progressing toward this global ambition.”

“This shift underscores our commitment to accelerating the decline of cigarette consumption by offering scientifically substantiated, less harmful options compared to continued smoking,” it said.

On the sidelines of Technovation: Smoke-free by Sampoerna in Jakarta, Indonesia last week, PMI Director of Scientific Engagement Tomoko Iida told reporters that the sale of smoke-free products in the Philippines will exceed tobacco within seven years’ time.

Tomoko said cracking down on misconceptions surrounding smoke-free products would accelerate this transition.