BRANDWATCH
44 ASIAN TRADER 19 SEPTEMBER 2025
Anthony Loinsard is Head of IQOS at Philip Morris
Limited (PML), the UK and Ireland affiliate of
Philip Morris International. Here, he explains the
sophisticated technology, flavour-forward portfolio and satisfying nicotine
experience that have made IQOS the world’s number-one tobacco heating system1.
Me & My Brand
local level. We’re committed to
supporting our retail partners,
which is why we offer our digi
tal PMI Open retailer platform
as the go-to for support and
advice to help retailers make
their store a destination with
premium products like TEREA
and LEVIA.
Our Field Force reps sup
port retailers to get the best
from our products, combatting challenges like
lack of awareness among smokers who may be
looking to switch, or retailers not yet stocking
our products. However, signing up to our trade
platform PMI Open means you’ll receive the
latest offers and updates, enabling you to make
the most of the smoke-free category.
Our team is always on hand to provide more
info. Call our PMI Open Support Team on 0333
320 0777 or e-mail [email protected].
What trends are occurring in the sector?
Those who’ve moved away from cigarettes
often mix smoke-free products to suit different
lifestyles and day parts – variety is king! By
offering smoke-free satisfaction in a full range
of flavours, IQOS drives this success. Nicotine
users want the benefit of choice, and our
premium multicategory portfolio is the perfect
solution.
Describe your brand in three words …
Responsible. Satisfaction. Game-changer.
Notes
1 PMI global estimate of total In-Market Sales of Heated Tobacco
units as of December 2024
2 Third Party Sales Data, July 2025
3 Ibid.
4 NCPT, Q2-25
5 Philip Morris International Quarterly Earnings Report, released
April 23rd, 2025, Earnings Slides – Q1 2025 [FINAL]
6 Third-party E-POS Data, w/c 15/04 – w/c 10/08
7 Philip Morris International Q2 Quarterly Earnings Report,
released 22 June 2025
* Important information: This does not necessarily equal a 95%
reduction in risk. IQOS ILUMA is not risk-free. “95% less” repre
sents the average reduction in levels of the nine chemicals recom
mended for reduction in cigarette smoke by the World Health
Organization, which do not include nicotine. See Important
Information on www.iqos.com/gb/en/discover-heated-tobacco/
duty-to-inform.html
** See above
Do you have any new product
development?
We are continuously evolving
the IQOS experience with
new flavours and devices.
New TEREA Pearls offers six
variants including Strawberry
& Basil and Blueberry, with
Menthol on a “click”. TEREA
Silver drives even more choice
for adult IQOS ILUMA users
who prefer the bestselling Amber, Sienna and
Russet variants. LEVIA brings ILUMA users
a flavourful nicotine experience, without
tobacco.
Plus, with a brand-new device landing early
next year in convenience, retailers need look
no further than IQOS to guarantee variety,
ritual and real taste satisfaction, helping nico
tine users switch away from cigarettes.
How are you supporting your brand and NPD?
Research is crucial to paving the way in smoke-
free innovation. Since 2008, we’ve invested
more than $14 billion globally into scientific
research and product development7.
Although we acknowledge that the best
option for any smoker is to quit, with substan
tiated research we can create
smoke-free alternatives that
appeal to nicotine users in taste,
ritual and experience.
We take our marketing
seriously, tailoring our commu
nications and products towards
legal-aged nicotine users. With
care for consumer, stockist and
category, we aim to educate that IQOS emits
95% less harmful chemicals compared to
cigarettes** and is therefore a better alternative
option than continuing to smoke cigarettes.
How important are independent retailers to
your brand?
Independent retailers are crucial to getting our
brand in-hand, upholding youth access preven
tion principles, supporting responsible com
munication of IQOS’s benefits and making our
vision for a smoke-free future a reality at the
Can you please give an overview of your brand
At PML, we’re dedicated to offering smoke-
free nicotine products that help adult smok
ers switch away from cigarettes for good. The
best thing is to quit nicotine completely, but
for those who choose not to, our smoke-free
products are compelling alternatives thanks to
the taste, quality and product experience they
deliver.
IQOS ILUMA, the latest device in our IQOS
series, uses the SMARTCORE INDUCTION
SYSTEM that heats tobacco instead of burning
it to deliver tobacco taste and satisfaction and
emits 95% less harmful chemicals compared to
cigarettes*.
IQOS ILUMA works with TEREA – tobacco
sticks specifically designed for the device.
The TEREA range offers 16 different tobacco
blends, from classic and menthol to more
aromatic variants. Recent launches include
TEREA Silver, and six capsule-based TEREA
Pearls flavours which transform taste with a
simple “click”. IQOS also goes beyond tobacco
with LEVIA sticks, which offer a non-tobacco,
smoke-free alternative.
How is your brand currently performing?
With 95% of heated tobacco volume sales
coming from IQOS2, the market
belongs to the brand. As well as
outstripping competitors, IQOS
has earned a 5% share of the gen
eral UK tobacco market, rising to
10% in London alone3.
Nearly 50% of UK nicotine
users recognise the IQOS brand4,
and this level of awareness has led to more
smokers switching to IQOS ILUMA5. Backed by
cutting-edge technology and a flavour-forward
portfolio, TEREA and LEVIA are consistently
helping retailers across the UK meet growing
consumer demand for the best in smoke-free,
with products that stand out on shelf and
deliver an authentic experience.
TEREA Pearls made up nearly 20% of all
TEREA packs sold in a top four grocer this year6,
showing strong consumer demand. Overall,
TEREA’s three bestselling flavours are Amber,
Sienna and Blue.