Philip Morris International’s IQOS has been ranked among the world’s 100 most valuable brands for the first time in Kantar BrandZ 2026 Most Valuable Global Brands report.
The tobacco heating system, owned by Philip Morris International (PMI), was ranked 74th globally in this year’s list, marking what PMI described as a significant milestone for its smoke-free business strategy.
According to the company, IQOS now has more than 35 million users worldwide, with most having fully switched away from cigarettes. PMI said the brand surpassed $10 billion in annual net revenues within a decade of launch, contributing the majority of the group’s smoke-free revenues, which reached nearly $17bn (£12.6bn) in 2025.
Oggie Kapetanovic, president of heat-not-burn products at PMI, said the ranking reflected IQOS’s growing consumer appeal and brand strength.
“This milestone is a powerful validation of the journey we are on,” he said. “IQOS is not only the world’s leading smoke-free brand – it is becoming a truly iconic brand, built on science, innovation, and consumer trust.”
Kapetanovic added that the recognition reinforced the company’s ambition to accelerate the shift away from cigarettes by offering alternatives to adult smokers.
The annual BrandZ rankings assess global brand value using financial performance data alongside consumer research across more than 22,000 brands in 54 markets.
Martin Guerrieria, head of Kantar BrandZ, said brands now faced increasing pressure to differentiate themselves as artificial intelligence reshapes how consumers interact with companies and products.
“The brand era has changed,” he said. “Machines are increasingly surfacing and prioritising content. That means brands need to work harder than ever to stand out as meaningful and different.”
PMI said IQOS’s inclusion in the top 100 reflected its positioning beyond tobacco products, with the brand increasingly associated with technology, design and innovation.