Guidance reaffirmed for 13–15% EPS growth for the year, marking the strongest growth since 2011, excluding post-pandemic recovery.
2025 reported diluted EPS forecasted at $7.24–$7.37, with adjusted diluted EPS (excluding currency) at $7.43–$7.56, reflecting 13–15% growth over 2024.
Margin expansion and strong cash flow are expected, supported by smoke-free transformation and robust pricing, especially in combustibles.
Currency tailwinds are aiding financials, supporting deleveraging and potentially enabling share repurchases as leverage approaches 2x.
No immediate M&A needs identified; current product pipeline and capabilities are considered sufficient after the Swedish Match acquisition.
Smoke-free products, including IQOS and ZYN, are highly accretive to margins and revenue, with ZYN now present in 47 markets and expanding.
ZYN in the U.S. maintains a 65%+ price premium per pouch over competitors, despite intensified competition and recent inventory normalization.
Marketing and promotional efforts for ZYN are being increased to match competitive activity and drive retail growth.
Oral nicotine pouches are seen as a major growth opportunity, with the U.S. market at only 6–7% penetration and significant potential for expansion.
Multi-category strategy (heat-not-burn, e-vapor, oral) is emphasized to capture diverse consumer preferences and maximize synergies.
Favorable fiscal environment with no disruptive tax increases anticipated; EU Tobacco Excise Directive discussions ongoing, with recognition of smoke-free products and long derogation periods.
Taiwan and Malta have recently opened to heat-not-burn products, with more markets expected to follow, likely impacting results more in 2026.
IQOS growth continues despite European flavor bans, with consumer adjustment observed and 15 billion stick annual growth maintained.
U.S. IQOS launch awaits PMTA approval, now expected more likely in 2026.
Japan faces upcoming excise tax hikes in 2025, expected to result in price changes for both combustibles and heat-not-burn products.
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Philip Morris first saw the light of day when Mr. Philip Morris, in 1847, opened a shop on London’s Bond Street, selling tobacco and ready-made cigarettes.
Philip Morris is the leader in manufacturing and selling cigarettes, tobacco, and nicotine-containing products. They are the makers of Marlboro, the world’s best-selling cigarette. Despite operating in an industry plagued by scandal, health concerns, regulations, and taxation, Philip Morris has continuously posted record-breaking profits and sales year after year.
As this industry is highly controversial, Philip Morris, early on, diversified their interests and expanded into international markets. By acquiring Miller Brewing in 1970, General Foods in 1985, and Kraft Inc. in 1988, Philip Morris became the world’s largest food corporation and beverage company in North America by revenue. Philip Morris is, on their behalf, owned by Altria.
Further reading: The Rise of ZYN: Redefining Nicotine Consumption
Today’s Philip Morris expects a bright future for heat-not-burn (HNB) tobacco products sold under its “I Quit Original Smoking” (IQOS) brand. In 2021, the number of adults who have stopped smoking and switched to IQOS reached 15.3 million across 71 markets.
"We are investing behind innovation and delivering sustainable growth from our leading smoke-free products, which are a much better choice than continued smoking." – James Bushnell, Vice President, Investor Relations & Financial Communications
Other companies within the business are British American Tabacco, Japan Tabacco Inc, and Imperial Brands.
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