PM · 10-Q · 2026Q3 · Full report

Competition and Market Share

Philip Morris International Inc. · 2026-10-23 · Importance 25 · Surprise 6

PMI describes intense competition across its business, with competitive conditions influenced by competitors’ lower-priced and innovative products, consumer confidence, taxes, price gaps, and adult smokers’ willingness to switch to smoke-free products (SFPs). The company also identifies unfair competition, regulatory limits on product differentiation and consumer information, and competitors’ more effective use of artificial intelligence as factors affecting competitive position. Some competitors may sell products in circumvention of applicable regulations, while inferior products or inappropriate marketing by SFP competitors could affect consumer perceptions of innovative categories.

Key facts

• International Combustibles cigarette category volume share was 25.9%, up 0.4 percentage points, despite adverse market mix. source
• Marlboro gained 0.5 percentage points to reach a record cigarette category share of 11.4%. source
• In Japan, Philip Morris International Inc.'s IQOS maintained a 68% category share, with SENTIA helping capture price-sensitive TEREA consumers. source
• In Europe, Philip Morris International Inc.'s IQOS HTU adjusted market share increased 0.9 percentage points to 11.6%. source
• PMI identifies competitors' lower-price or innovative product introductions, AI adoption, product taxes, and regulation as factors that can influence its competitive position. source
• Philip Morris International Inc.'s cigarettes are sold in approximately 170 markets, and in many of them its brands hold the number one or number two market-share position. source