PMI Launches IQOS ILUMA I in The Philippines Advances Smoke-Free

PMI’s Philippine subsidiary PMFTC recently launched the IQOS ILUMA i non combustible heating device in the Philippines

Quick overview of key points:
1. Product information: IQOS ILUMA i adopts induction heating technology, equipped with a touch screen, “pause mode”, FlexPuff and FlexBattery, enhancing personalized experience and battery life management.
2. Strategic layout: PMI positions this product as a key step towards promoting a ‘smoke-free future’, with the goal of increasing the revenue share of smoke-free products to approximately 66% by 2030.
3. Market Transformation: PMFTC announced that it will accelerate the transition from traditional cigarettes to smoke-free products in the Philippines by providing non combustible, smoke free alternatives for adult smokers.
4. Sustainability and Channels: ILUMA i accessories are made of recycled materials and are first launched in IQOS official stores and websites, and later expanded to more online platforms and authorized channels.

According to Manila Standard, PMFTC, a Philippine joint venture under PMI, announced the launch of the IQOS ILUMA i heating tobacco equipment locally. The device was first launched in IQOS’s official offline stores and online platforms, and will gradually expand to designated e-commerce channels and authorized partners.

The IQOS ILUMA i is equipped with induction heating technology, a touch screen display, and a built-in “Pause Mode”. Users can swipe to pause during the experience and resume afterwards; The “FlexPuff” and “FlexBattery” functions can automatically adjust the user experience and battery life according to personal usage habits to enhance personalization and sustainability.
PMI emphasizes that it aims to achieve a net revenue share of approximately 66% for smoke-free products by 2030. The launch of ILUMA i in the Philippines is part of its global strategy in the Southeast Asian market.
In terms of sustainable development, ILUMA i’s accessories are also made from recycled materials; The initial launch channels for the device will be IQOS official stores and IQOS online platforms, and will subsequently expand to designated online markets and authorized partners.

The Philippine vape market is one of the largest and fastest-growing in Southeast Asia.
High Adoption Rate: It’s especially popular among the youth and young adults who are switching from traditional cigarettes or starting with vapes.
Economic Driver: The industry has created a significant retail ecosystem, from large specialty “vape shops” in malls to small sari-sari stores (neighborhood convenience stores) selling disposable vapes and e-liquids.

The most critical characteristic of the HnB market in the Philippines is its structure. It is essentially an oligopoly, dominated by the giant Philip Morris International (PMI) through its local subsidiary, PMFTC Inc. (a partnership with Fortune Tobacco).
IQOS: This is PMI’s flagship HnB device and the undisputed market leader. The brand is so synonymous with HnB in the Philippines that many consumers use “IQOS” to refer to the entire category, much like “Xerox” for photocopiers.
Limited Competition: British American Tobacco (BAT) has attempted to enter the market with its glo devices, but IQOS maintains a overwhelming market share in terms of brand recognition, retail presence, and user base.
High Barrier to Entry: The technology, patent protection (PMI has strong patents on their heating blade technology), and massive investment required for marketing and distribution make it extremely difficult for new players to enter this specific niche.