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Regional president of Philip Morris discusses multi-category smoke-free product innovation

Front Row (The Jakarta Post)
Jakarta
Tue, December 24, 2024

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Regional president of Philip Morris discusses multi-category smoke-free product innovation

T

he access and availability of innovative smoke-free tobacco products have increased significantly, including in Indonesia. This substantial progress is attributed to the multi-category approach adopted by Philip Morris International (PMI), the parent company of PT HM Sampoerna (Sampoerna), in research and innovation to develop smoke-free tobacco products.

“To deliver a smoke-free future faster, it is crucial to make sure to meet adult consumers preferences in the geography by providing a wide array of affordable, accessible, better alternatives to cigarette smoking,” said Frederic de Wilde, PMI’s president for the South and Southeast Asia region.

De Wilde further explained that PMI’s Q3 2024 data shows that countries under his regional leadership, including Indonesia, represent 45 percent of the global markets where innovative smoke-free tobacco products are available, up from 15 percent in 2015.

Currently, 27 out of 67 developing countries have introduced innovative smoke-free tobacco products. In 10 of these countries, more than one type of smoke-free tobacco product are marketed. Overall, 6.1 million adult smokers have switched from cigarettes.

In several countries, including Indonesia, PMI has introduced innovative smoke-free products such as heated tobacco under the IQOS brand, nicotine pouches under the ZYN brand, and VEEV-branded vapes.

Challenges remain

During the Technovation conference in Abu Dhabi on Dec. 11, De Wilde emphasized that these developments are just the beginning of a long journey.

“I'm proud of the progress we've made so far, but a lot remains to be done,” he said.

Technovation 2024, an event organized by PMI, showcased the latest innovations in the tobacco industry.

De Wilde highlighted that innovative smoke-free tobacco products still face several challenges. One key challenge is limited understanding; many adult smokers are not fully aware of the availability of better alternatives. Another challenge is affordability. To address these issues, PMI is developing a diverse portfolio of innovative smoke-free tobacco products.

De Wilde also stressed the vital role of government regulations in supporting innovation and the adoption of innovative smoke-free tobacco products. Additionally, he underscored the importance of the media in educating the public.

“This is why we are here, sharing in a transparent fashion all our experience and science, and I hope we can count on your support in this fascinating journey that will change the lives of millions of people in this region,” he said.

“'I’m convinced that our effort will help adult smokers make better choices,” he concluded.

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