IQOS, the flagship heated tobacco system from Philip Morris International (PMI), has officially earned a spot in the prestigious Kantar BrandZ 2026 ranking of the world’s Top 100 Most Valuable Brands.
Debuting at #74, the brand’s inclusion serves as a testament to its rapid transformation into a global cultural icon that resonates with adult nicotine users worldwide.
With a footprint spanning over 35 million users, the majority of whom have successfully transitioned away from combustible cigarettes, IQOS has reached a significant fiscal milestone, surpassing $10 billion in annual net revenue in less than a decade.
This growth underscores the success of PMI’s science-driven innovation and its commitment to offering better, smoke-free alternatives.
By sitting at the intersection of high-end design, advanced technology, and consumer-centric research, IQOS is effectively accelerating the global industry shift toward a future where cigarettes are rendered obsolete.
