The best outcome for adult smokers is to quit entirely, but the reality is, many don’t. Instead, a growing number of adult smokers are seeking smoke-free alternatives that suit different moments in their day. From vape to heated tobacco to nicotine pouches, next-gen formats are reshaping the landscape and creating new opportunities for retailers to meet changing consumer needs.

With over 41 million global users of Philip Morris International’s smoke-free products, the shift is already well underway. But despite rapid growth, many UK consumers - as well as retailers - still lack a clear understanding of the benefits and distinctions between these formats.

We spoke with Anthony Loinsard, head of IQOS at Philip Morris Limited, about he fast-evolving smoke-free market and why education, innovation and strategic multi-product positioning can help retailers stay ahead in this fast-moving space but is also key to meeting the needs of adult smokers moving away from cigarettes.

Watch the video to learn more.

At PMI, we are building our future on replacing cigarettes with smoke-free products that—while not risk-free—are a better alternative than cigarette smoking. It’s the biggest shift in our history. And it’s the right one for our consumers, our company, our shareholders, and society. Led by science and innovation, and with the right regulatory encouragement and support from civil society, we can achieve our vision of a smoke-free future, faster. “PMI today is an entirely different company to the one I joined,” said Jacek Olczak, CEO of PMI. “Our products, people, and purpose have evolved.”View full Profile

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