PMI's Di Giovanni: Innovation must work with human behavior

MANILA, Philippines — Sweden’s progress toward becoming one of the world’s first near smoke-free societies was highlighted during Technovation: Smoke-Free, a two-day conference organized by Philip Morris International (PMI) that brought together scientists, policymakers and media representatives to discuss the role of science and innovation in reducing cigarette smoking.

Held in Stockholm, the conference focused on Sweden’s smoking prevalence of about 5.4 percent, significantly lower than the European Union average of around 23 percent. Speakers attributed the decline to the widespread adoption of smoke-free alternatives, including snus and nicotine pouches.

Participants examined the role of innovation in reducing smoking-related harm, with several speakers citing the “Swedish model” as an example of aligning innovation with consumer preferences and behavior.

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Tommaso Di Giovanni, PMI vice president for communications and engagement, said innovation is most effective when it responds to consumer behavior rather than attempts to change it.

He noted that many new technologies initially face resistance before gaining broader acceptance, a trend he said is also evident in the adoption of smoke-free alternatives such as heated tobacco products, e-vapor products and nicotine pouches.

Speakers described Sweden as a leading example of tobacco harm reduction, noting that the country reduced smoking prevalence from about 15 percent to near smoke-free levels over the past 15 years. They attributed the decline to a combination of traditional tobacco-control measures and policies that encouraged adult smokers to switch to non-combustible alternatives.

Data presented at the conference showed that Sweden’s decline in smoking has coincided with improved public health outcomes. Speakers said the country records substantially lower tobacco-related mortality rates than the European average, while Swedish men have among the lowest rates of smoking-related diseases in the European Union.

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Participants said Sweden’s experience demonstrates how consumer choice, innovation and risk-proportionate regulation can contribute to reducing cigarette use.

PMI said it has invested more than $16 billion since 2008 in the research, development and commercialization of smoke-free products, including IQOS heated tobacco products, ZYN nicotine pouches and VEEV vaping devices.

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According to the company, more than 43 million adults worldwide use its smoke-free products, with about 70 percent having completely stopped smoking cigarettes. PMI said smoke-free products accounted for 43 percent of its net revenues in 2026 and are now available in 106 markets.

Di Giovanni said PMI is continuing its transition toward becoming a smoke-free company but acknowledged that more than one billion people worldwide still smoke cigarettes.

Conference speakers noted that while nicotine is addictive and not risk-free, many smoking-related diseases are primarily caused by toxic chemicals produced during the combustion of tobacco. They said smoke-free alternatives that do not involve combustion can significantly reduce exposure to those harmful chemicals.

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Di Giovanni said achieving a smoke-free future will require cooperation among industry, regulators and society, emphasizing the importance of regulation, public acceptance and consumer adoption in accelerating the transition away from cigarettes.