As IQOS Philippines approaches its fifth year, the company has made notable progress with its goal of shifting Filipino smokers toward smoke-free alternatives.
IQOS, a heated tobacco product by Philip Morris International (PMI), is working to expand its reach and influence in the Philippines, with ambitions of a future where traditional cigarettes “will belong to museums.”
Dave Gomez, director of communications at PMFTC Inc., the Philippine affiliate of PMI, told The STAR that IQOS has already captured a 3.8-percent share of the country’s tobacco user market as of second quarter.
“The growth is there. Smokers are beginning to be aware of IQOS and the benefits that it’s a better alternative than continuing to smoke,” Gomez said. “So we’re very happy with the positive trend in the Philippines among smokers who desire to switch to a better alternative.”
PMFTC launched IQOS in June 2020 in Metro Manila. It has since expanded its presence nationwide, offering smoke-free alternatives and encouraging adult smokers to quit traditional cigarettes.
Globally, over 19.7 million smokers in 90 countries abandoned cigarettes completely for heated tobacco.
According to Gomez, the main advantage of using IQOS is that it produces no smoke, no ash and has less smell, eliminating the typical tobacco odor.
“Based on several scientific studies and research from well-renowned medical institutions, smoke-free products like IQOS emit around 90 to 95 percent less of the toxic chemicals that are present in cigarette smoke. So it’s really significantly less harmful than continuing using cigarettes,” he said.
However, there were key challenges in introducing the product to the market. This includes the need to raise awareness within a regulatory framework that limits direct communication with consumers.
Under current Philippine vaping and smoking laws, it is illegal to sell or distribute cigarettes, vape devices and accessories to individuals under 21 years old. Additionally, all advertising, promotions and sponsorships for these products are prohibited.
Gomez said that as a tobacco company, IQOS Philippines must abide by the Tobacco Regulation Act of 2003 and the newer Vape Law, which restrict promotional activities to adult smokers in controlled environments like point-of-sale areas.
“It’s similar to any other market. The primary challenge is awareness of the product and educating our consumers,” he said. “But let me be clear, we do not communicate to non-smokers and to minors. We only communicate to current smokers about IQOS.”
To increase consumer awareness, IQOS employs an omni-channel approach, reaching consumers where legally permissible. It is also crucial to understand their barriers and pain points in using the product.
Moving forward, Gomez said IQOS Philippines is committed to its vision of delivering a “smoke-free Philippines.”
“It’s not a question of if it will happen, it’s now a question of when it will happen. But we will get there. We will reach the time, hopefully soon, when cigarettes will belong to museums,” he said.
He also said that PMFTC would continue to innovate products based on the latest science and technology and meet evolving consumer needs and regulatory standards.
“I see smoke-free products really replacing the cigarettes in the Philippines in the future. And that would be life-changing to the millions of Filipino smokers in the country,” he said.
With a growing market share and supportive regulations, IQOS Philippines finds itself in a relatively favorable position. Gomez said that the Vape Law, passed by Congress, established a regulatory structure that provides the company with operational predictability.
“We’re actually very happy with our lawmakers. The Vape Law provides the regulatory structure for us to introduce our product in the market, for us to communicate to our consumers, and at the same time, protect minors and protect non-smokers from these labor products,” he said.
“We welcome regulation. Regulation is much better than a ban,” he added.
source：https://www.philstar.com/business/2024/12/01/2404088/iqos-philippines-charts-path-toward-smoke-free-future
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