*Recognition reinforces the growing consumer relevance of IQOS and the strength of Philip Morris International’s smoke-free vision*

IQOS, the world’s #1 tobacco heating system1, from Philip Morris International (PMI) has been included for the first time among the Top 100 Most Valuable Brands globally in Kantar BrandZ 2026 ranking.

This ranking solidifies the growing global momentum of IQOS and reflects its emergence as an iconic brand with strong cultural relevance among adult nicotine users seeking better alternatives to continued smoking. According to the BrandZ ranking, IQOS achieved a ranking of #74 globally.

With more than 35 million IQOS users worldwide, most of whom have fully switched away from cigarettes2, the brand continues to lead the way toward a smoke-free future through science-backed innovation and consumer-centric design.

Jonathan Kwak, Smoke Free Products Director for Egypt & Levant at Philip Morris International said:” Our journey continues with a clear focus on building a brand that resonates with adult nicotine users. This recognition marks another step toward a smoke-free future”.

Within 10 years of inception, IQOS surpassed $10 billion in annual net revenues, reaching this milestone faster than some of the world’s most recognized technology companies—and making up the large majority of Philip Morris International’s smoke-free business which reached close to $17 billion in net revenues in 2025.

“This milestone is a powerful validation of the journey we are on,” said Oggie Kapetanovic, President Heat-Not-Burn Products at Philip Morris International. “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. This recognition reaffirms IQOS’s continued growth and its pivotal role in transforming the industry. It inspires us to go further, faster, in delivering innovative alternatives for adults who would otherwise smoke.”

BrandZ charts the way in which global brands have continued to evolve and innovate. Now in its 21st edition, it spotlights the importance of building meaningful difference where a brand meets consumer needs, stands out from competitors and remains top-of-mind in its sector for a prolonged period.

IQOS’s inclusion in Kantar’s Top 100 Brands ranking for the first time underscores its growing role beyond product innovation, positioning the brand at the intersection of technology, design, and culture to meet the preferences of adult nicotine users.

This recognition marks another important step toward achieving a future where cigarettes can become obsolete.

Other notable brands featured in the BrandZ 2026 global rankings include Google, Claude, and Chinese companies such as Alibaba and Xiaomi, highlighting industry leaders driving global brand value.

Kantar BrandZ is a global ranking that assesses brand value by combining financial data and extensive brand equity research, offering an in-depth view of more than 22,000 brands across 54 markets worldwide.

Heated tobacco products, such as IQOS, heat tobacco without burning it, reducing the formation of harmful chemicals created by combustion while delivering real tobacco taste and nicotine satisfaction.