MILAN, Italy—While Philip Morris International (PMI) admits that their smoke-free products like IQOS devices are still in the “very early stage” in the Philippines, President for Smoke-Free Products and Chief Consumer Officer Stefano Volpetti promised a range of products for Filipino consumers in the future.

PMI President for Smoke-Free Products and Chief Consumer Officer Stefano Volpetti speaks during the IQOS Curious X press conference-panel discussion held in Milan, Italy on Monday, April 7, 2025. (Photo courtesy of PMI)

In an interview with some members of the Philippine media, including the Manila Bulletin, the PMI official expressed optimism about the future of smoke-free products in the Philippines.

“In the Philippines, we are still at the very early stages. But we have a lot of confidence on smoke-free products. If I start to look at the progress made in Metro Manila, I think the progress is very important,” he said, likening PMI’s current journey in the country to when smoke-free products were being introduced in Milan and Nagoya.

“We are very confident because this is a journey that we have done in more than 90 countries around the world. So, we know the recipe of this journey and the progress in Metro Manila is very powerful that gives us confidence that across the country we can be able to drive smoke-free alternatives for smokers in the Philippines,” he added.

But for the Philippine marker to open up to smoke-free products more, Volpetti acknowledged the challenges the company faces in addressing misconceptions and affordability.

He underscored the importance of a “regulatory framework” to make smokers understand the benefits of smoke-free products over traditional cigarettes.

Philip Morris International's IQOS kiosk at the "Curious X: Sensorium Piazza" during its opening day on April 7, 2025 in Milan. (Raymund Antonio/MANILA BULLETIN)

“Because if you dont understand the benefits, the benefits are not explained to you, it is very difficult to be able appreciate that,” he said.

He also assured that there will be a “range of products” for the Philippine market in the future to deliver smoke-free products to both high- and medium-end consumers.

While PMI has more “premium” products today, Volpetti said that “in the coming future, you’ll see a portfolio that is more balance between the premiere segment and medium segment.”

“We are able to design the consumables in a way (that is) more attuned with the experience of different consumers around the world, the world wants in terms of taste, flavor, in terms of pleasure and also in terms of the budget they are ready to pay,” he explained.

“So, our mission is to make sure that across the vertical portfolio, we have devices and consumables that we are able to provide choices to consumers around the world,” he added.