Can you please give an overview of your brand
At PML, we’re dedicated to offering smoke-free nicotine products that help adult smokers switch away from cigarettes for good. The best thing any adult smoker can do is quit nicotine entirely, but for those who choose not to quit nicotine, 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 cigarettesi.*
IQOS ILUMA works with TEREA – innovative 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 offering a non-tobacco, smoke-free alternative to help switchers move further away from tobacco.
How is your brand currently performing?
With 95 per cent of heated tobacco volume sales coming from IQOS [Third Party Sales Data, July 2025], the market belongs to the brand. As well as outstripping our heated tobacco competitors, IQOS has earned a 5 per cent share of the general UK tobacco market, rising to 10 per cent in London alone.
IQOS ILUMA Azure Blue
Nearly 50 per cent of UK nicotine users recognise the IQOS brand [NCPT, Q2-25], and this level of awareness has led to more adult smokers switching to IQOS ILUMA [PMI Quarterly Earnings Report, released April 23rd, 2025]. 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 per cent of all TEREA packs sold in a top four grocer this year [Third-party E-POS Data, w/c 15.04 – w/c 10.08], showing strong consumer demand. Overall, TEREA’s three bestselling flavours are Amber, Sienna and Blue.
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 stores, retailers need look no further than IQOS to guarantee variety, ritual and real taste satisfaction, helping legal-aged nicotine users switch away from cigarettes.
How are you supporting your brand and NPD?
Science-backed research is crucial to ensure that we continue to pave the way in smoke-free innovation. Since 2008, we’ve invested more than $14 billion globally into scientific research and product development [PMI Q2 Quarterly Earnings Report, released 22 June 2025].
Although we acknowledge that the best option for any adult smoker is to quit, with substantiated research we can create smoke-free alternatives that appeal to nicotine users in taste, ritual and experience, to deliver a smoke-free future.
We take our marketing seriously, ensuring we tailor our communications and products towards legal-aged nicotine users. With care for consumer, stockist and category, we aim to educate that IQOS emits 95 per cent less harmful chemicals compared to cigarettesii 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 prevention principles, supporting responsible communication of IQOS’s benefits and making our vision for a smoke-free future a reality at the local level. We’re committed to supporting our retail partners in effectively communicating the benefits of smoke-free products, which is why we offer our digital PMI Open retailer platform to serve as the go-to for support and advice to assist retailers in making their store a destination with premium products like TEREA and LEVIA.
Our Field Force reps help to support retailers to get the best out of our products, combatting challenges like lack of awareness among adult 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 directly receive the latest offers, updates and info, enabling you to make the most of the fast-moving smoke-free category.
Our friendly team are always on hand to provide more info. Call our PMI Open Support Team on 0333 320 0777 or e-mail retailersupport@iqos.co.uk.
What trends are occurring in the sector?
We’ve noticed those who’ve moved away from cigarettes will often mix smoke-free products to suit different lifestyles and day parts – meaning variety is king! By offering smoke-free satisfaction in a full range of flavours, IQOS drives this success. Legal-aged nicotine users want the benefit of choice, and Philip Morris’ premium multicategory portfolio is a perfect way to tap into demand.
Describe your brand in three words …
Responsible. Satisfaction. Game-changer.
Notes
i Important information: This does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.
* “95% less” represents the average reduction in levels of the nine chemicals recommended 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
ii See above