Philip Morris International (PMI) has released its Value Report 2025, marking the close of the company’s 2025 Roadmap and outlining its next phase of growth through its newly introduced Value Plan 2030+.
Titled Change in Motion, the report reflects PMI’s ongoing transformation, with the company highlighting progress in its shift away from cigarettes, alongside developments in sustainability, operational performance, responsible business practices and stakeholder engagement.
“For more than a decade, PMI has pursued an industry-leading shift away from cigarettes,” said Jacek Olczak, Group Chief Executive Officer. “Change in motion captures the reality that transformation is not a project with a defined end date, it is the continuous work of improvement, innovation, and adaptation that keeps us relevant and resilient.”
A Transformation Measured in Numbers
As part of its reporting, PMI tracks a set of Business Transformation Metrics designed to provide a clearer picture of its progress toward a smoke-free future.
In 2025, the company reported around 43.5 million adult consumers of its smoke-free products worldwide, with these products available for sale in 106 markets. Smoke-free products also generated USD 16.9 billion in net revenues, representing 41.5% of PMI’s total annual net revenues.
The company says these metrics are intended to give stakeholders a more transparent view of the scale and direction of its business transformation.
The report also highlights progress across operational and sustainability priorities, reflecting a broader approach to value creation that extends beyond products and financial performance.
Looking Toward 2030+
With the 2025 Roadmap now complete, PMI’s Value Plan 2030+ sets out the company’s priorities for the years ahead.
The plan focuses on accelerating the growth of PMI’s smoke-free portfolio, with the stated ambition of working toward making cigarettes obsolete. It also explores potential growth opportunities in adjacent wellness categories, while maintaining a focus on responsible sales and marketing.
Beyond its products, the plan identifies six strategic priorities: consumer and product health impact, circularity, climate change, nature and biodiversity, PMI’s own workforce, and workers throughout its value chain.
According to Jennifer Motles, Chief Sustainability Officer, the priorities are designed to connect sustainability initiatives with broader business objectives, while creating measurable outcomes across different forms of capital.
From Global Strategy to Regional Impact
For the Middle East, the report provides a framework for understanding how PMI’s global transformation connects with its regional operations.
Andrzej Dabrowski, Vice President Middle East and North Africa at Philip Morris International, noted that the report connects the company’s global progress with work taking place at regional and local levels, with a focus on adult consumers, partners and communities.
PMI’s sustainability reporting is also supported by its Stories of Impact, which spotlight examples of initiatives taking place across different markets.
The 2025 report marks another evolution in how the company communicates its progress. Beginning with the 2025 reporting cycle, PMI renamed its annual disclosure from the Integrated Report to the Value Report, reflecting its focus on communicating how it creates, preserves and enhances value over the short, medium and long term.
The report has been prepared with reference to the Global Reporting Initiative (GRI) Universal Standards and incorporates guidance from the International Sustainability Standards Board (ISSB), alongside other reporting frameworks and principles.
As PMI enters its next phase, Change in Motion positions transformation not as a destination, but as an ongoing process shaped by changing markets, advances in science, evolving stakeholder expectations and emerging opportunities.
To explore PMI’s Value Report 2025 and learn more about its Value Plan 2030+, visit www.pmi.com/sustainability.
