Philip Morris International: IQOS Trial Sales in The US Will Be Extended To The Fourth Quarter, And The ILUMA Series Is Expected To Obtain FDA Authorization Next Year

Philip Morris International: IQOS trial sales in the US will be extended to the fourth quarter, and the ILUMA series is expected to obtain FDA authorization next year

Philip Morris International will postpone the trial marketing of its heated tobacco device IQOS in the United States to the fourth quarter. In addition, the company is also waiting for the FDA to obtain market authorization for its IQOS ILUMA device, which is expected to be obtained in the second half of 2025.

According to Reuters on July 23, Philip Morris International (PMI) will postpone the trial marketing of its heated tobacco device IQOS in the United States to the fourth quarter and lower its annual forecast for the heated tobacco business. The pilot was originally scheduled to be carried out in Austin, Texas in the second quarter. The company declined to comment on the reasons for the delay.

Faced with stricter regulations and declining smoking rates in some markets, PMI has invested billions of dollars to promote and expand its portfolio of alternatives to traditional combustible cigarettes, and its flagship heat-not-burn device launched in the United States has also faced resistance from health activists.

In addition, the company is also waiting for the US Food and Drug Administration (FDA) to obtain market authorization for its IQOS ILUMA device, which is expected to be obtained in the second half of 2025.

The European Union's ban on flavoured heated tobacco has already hit shipments this year, with PMI saying the impact was "slightly greater" than previously expected, leading the company to lower its full-year forecast for heated tobacco category volume growth to around 13% from an earlier forecast of 14% to 16%.