Recognition reinforces the growing consumer relevance of IQOS and the strength of Philip Morris International’s smoke-free vision
BEIRUT – July 08, 2026 – IQOS, the world’s #1 tobacco heating system1, from Philip Morris International (PMI) has been included for the first time among the Top 100 Most Valuable Brands globally in Kantar BrandZ 2026 ranking.
This ranking solidifies the growing global momentum of IQOS and reflects its emergence as an iconic brand with strong cultural relevance among adult nicotine users seeking better alternatives to continued smoking. According to the BrandZ ranking, IQOS achieved a ranking of #74 globally, based on the trust of over 35 million IQOS users worldwide, most of whom have fully switched away from cigarettes2, the brand continues to lead the way toward a smoke-free future through science-backed innovation and consumer-centric design.
Amr Taha, General Manager Lebanon at Philip Morris International said: “This recognition reflects the meaningful strides we’re making to engage adult nicotine users and accelerate our journey toward a smoke-free future.”
Within 10 years of inception, IQOS surpassed $10 billion in annual net revenues, reaching this milestone faster than some of the world’s most recognized technology companies—and making up the large majority of Philip Morris International’s smoke-free business which reached close to $17 billion in net revenues in 2025.
“This milestone is a powerful validation of the journey we are on,” said Oggie Kapetanovic, President Heat-Not-Burn Products at Philip Morris International. “IQOS is not only the world’s leading smoke-free brand, it is becoming a truly iconic brand, built on science, innovation, and consumer trust. This recognition reaffirms IQOS’s continued growth and its pivotal role in transforming the industry. It inspires us to go further, faster, in delivering innovative alternatives for adults who would otherwise smoke.”
Charting the way in which global brands have continued to evolve and innovate, the event’s 21st edition spotlights the importance of creating meaningful benefits that address consumer needs and elevate brand positioning and relatability. IQOS’s inclusion in Kantar’s Top 100 Brands ranking for the first time underscores its growing role beyond product innovation, positioning the brand at the intersection of technology, design, and culture to meet the preferences of adult nicotine users.
This recognition marks another important milestone in PMI’s strategic drive towards a smoke free future through availing better alternatives for traditional cigarettes for adult smokers. These alternatives include innovative Heated tobacco products, such as IQOS, that heat tobacco without burning it, reducing the formation of harmful chemicals created by combustion while delivering real tobacco taste and nicotine satisfaction.
Kantar BrandZ is a global ranking that assesses brand value by combining financial data and extensive brand equity research, offering an in-depth view of more than 22,000 brands across 54 markets worldwide. Other notable brands featured in the BrandZ 2026 global rankings include Google, Claude, and Chinese companies such as Alibaba and Xiaomi, highlighting industry leaders driving global brand value.
Philip Morris International: A Global Smoke-Free Champion
Philip Morris International is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector.
The company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, nicotine pouch and e-vapor products. Our smoke-free products are available for sale in over 105 markets, and as of December 31, 2025, PMI estimates they were used by over 43 million legal-age consumers around the world, many of whom have moved away from cigarettes or significantly reduced their consumption.
The smoke-free business accounted for 43% of PMI’s first-quarter 2026 total net revenues. Since 2008, PMI has invested over $16 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies.
Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables – the first-ever such authorizations in their respective categories.
Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness areas.
References to “PMI”, “we”, “our” and “us” mean Philip Morris International Inc., and its subsidiaries. For more information, please visit www.pmi.com and www.pmiscience.com.
About Kantar
Kantar is the world’s leading marketing data and analytics business. We deliver the intelligence needed to power brand growth. We provide the signals that help organizations act quickly and confidently. We empower brands to make effective marketing decisions based on predictive evidence. And we help them craft powerful growth strategies rooted in the connection between consumers, brands and enterprise value. All this is powered by our uniquely robust human and synthetic data, our unrivalled IP, our AI-native platform and the team of global brand experts that bring this all together.
About Kantar BrandZ
Kantar BrandZ is the global currency when assessing brand value, quantifying the contribution of brands to business’ financial performance. Kantar’s annual global and local brand valuation rankings combine rigorously analyzed financial data, with extensive brand equity research. Since 1998, BrandZ has shared brand-building insights with business leaders based on interviews with 4.6 million consumers, for over 22,000 brands in 54 markets. Discover more about Kantar BrandZ here.
1 PMI global estimates of total in Market Sales of Heated Tobacco Units as of December 2025
2 Source: PMI Q4 2025 Earnings Release