IQOS enters Kantar BrandZ top 100 most valuable brands list

IQOS, the heated tobacco system developed by Philip Morris International (PMI), has entered the Kantar BrandZ 2026 ranking of the top 100 most valuable brands in the world for the first time. The brand secured the 74th position globally.

According to PMI, the brand now has more than 35 million users worldwide, the majority of whom have reportedly completely abandoned traditional cigarettes. The company attributes this growth to its ‘smoke-free’ strategy, which focuses on products that heat tobacco without burning it to reduce the formation of certain harmful chemicals.

Anthony Limantara, PMI’s smoke-free products director for the Maghreb, stated that this recognition reflects the progress made in engaging adult nicotine consumers and accelerating the transition toward a smoke-free future.