Recognition reinforces the growing consumer relevance of IQOS and the strength of Philip Morris International’s smoke-free vision
Dubai, UAE – June 15, 2026 – Philip Morris International’s (PMI) (NYSE: PM) IQOS, the #1 tobacco heating system, has been listed for the first time as one of the top 100 most valuable brands in the world in Kantar’s BrandZ 2026 Most Valuable Global Brands. This ranking solidifies IQOS’s global momentum and its emergence as a relevant and iconic brand for adult nicotine users seeking better alternatives to cigarettes.
According to the BrandZ 2026 Most Valuable Global Brands, IQOS achieved a ranking of #74 globally.
With more than 35 million IQOS users worldwide—most of whom have fully switched away from cigarettes—the brand continues to lead from the front and champion in a smoke-free era through science-backed innovation and consumer-centric design. 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.
IQOS’s growth is also reflected across the Middle East, where the brand has steadily expanded its presence in recent years. First introduced regionally through Dubai Duty Free in 2018, IQOS subsequently launched in the United Arab Emirates in 2019, followed by the opening of a dedicated boutique at The Dubai Mall in 2020. Since then, the brand has continued to strengthen its footprint among adult nicotine users seeking less harmful alternatives than continued smoking, expanding across GCC markets including KSA, Bahrain and Kuwait as well as into neighbouring Iraq, further underscoring the region's importance in PMI's smoke-free transformation journey.
“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 better alternatives for adults who would otherwise smoke.”
BrandZ charts the way in which global brands have continued to evolve and innovate. Now in its 21st edition, it spotlights the importance of building meaningful difference where a brand meets consumer needs, stands out from competitors and remains top-of-mind in its sector for a prolonged period.
“The brand era has changed. People now interact with brands in thousands of different ways. Many of these are shaped by AI, like personalized feeds or LLMs that influence what we see. Machines are increasingly surfacing and prioritizing content. That means brands need to work harder than ever to stand out as meaningful and different,” said Martin Guerrieria, Head of Kantar BrandZ.
IQOS’s inclusion in the Kantar Top 100 for the first time underscores its growing role beyond product innovation — positioning the brand at the intersection of technology and design aiming to meet the preferences of adult nicotine users. This recognition marks another important step toward achieving a future where cigarettes can become obsolete.
Other notable brands featured in this year’s BrandZ 2026 global rankings include Google, Claude and Chinese-based companies like Alibaba and Xiaomi, highlighting industry leaders driving global brand value. 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 over 22,000 brands in 54 markets.
IQOS is not risk-free and provides nicotine, which is addictive. Only for use by adults who would otherwise smoke or use nicotine products.
-END-
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 continue to 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.
For media inquiries, please contact:
Mohammad Moallem
Memac Ogilvy
T. +971 56 567 4409
E. mohammad.moallem@ogilvy.com