Message from our Chief Financial Officer

03 Apr 2025
Emmanuel Babeau, Chief Financial Officer, Philip Morris International
Emmanuel Babeau, CFO, PMI

As Chief Financial Officer, I am committed to providing a comprehensive view of our company’s performance that encompasses both financial and nonfinancial dimensions. This integrated perspective is particularly crucial as we navigate the complexities of our business transformation while maintaining our unwavering commitment to a smoke-free future.

In 2024, our smoke-free business accounted for approximately 39 percent of PMI’s total full-year 2024 net revenues, with an acceleration in organic growth to around 17 percent. This is a significant achievement in our decade-long transformation journey.

During the year, our cigarette business demonstrated stable performance. This occurred in a context where the global cigarette industry primarily grew in markets without smoke-free alternatives, such as Brazil, India, and Turkey, while it generally declined in other markets where these options are available.

Notably, while the progress in our smoke-free revenue ratio may appear modest year-on-year, it was impacted by the resilience of our cigarette business, influenced by the absence of smoke-free alternatives in certain markets and the impact of inflation-driven pricing adjustments.

The path to transformation is rarely linear, and our experience this year reinforces a crucial truth: Achieving a smoke-free future requires a collective effort that extends beyond our company’s direct control. Despite allocating our R&D investments almost entirely toward smoke-free products for the past four years, continuously expanding our market presence, and strengthening our scientific foundations, regulatory headwinds in certain markets continue to present obstacles. When regulations favor conventional cigarettes over less harmful alternatives, they effectively slow the pace of positive change that could benefit public health.

Nevertheless, we remain resolute in executing what is within our control. Our organization-wide incentive structures continue to reward progress toward transformation. Our commercial investments prioritize smoke-free alternatives, and our market expansion strategies focus on broadening access to these better choices. The cigarette category’s resilience presents an ongoing challenge but make no mistake—our ultimate goal remains unchanged: To create a smoke-free world where cigarettes become obsolete.

From a financial perspective, we are encouraged by investors’ recognition of our strategic direction. Our approach clearly differentiates us through our unwavering commitment and demonstrated success in providing widespread access to smoke-free products. In 2024, we issued an updated business transformation-linked financing framework, complementing the initial framework issued in 2021 and leveraging our 2030 business transformation aspirations. We believe that these frameworks not only help to reinforce our commitment to reinvent our company, but also allow investors and lenders to further engage with and support our industry-leading transformation.

Our sustainability leadership continued to earn recognition from key external stakeholders. We have maintained a position on CDP’s Climate A List for the past 11 years and I’m particularly proud that we ranked first in Forbes’ 2024 Net Zero Leaders ranking, advancing from seventh place last year. The Wall Street Journal named us among the Top 10 best managed companies, jumping from 32nd place last year, where our rise came from the strong increase in our scores for both innovation and sustainability. For the fifth consecutive year, the World Business Council for Sustainable Development ranked our Integrated Report as a top performer, affirming our commitment to transparency and comprehensive nonfinancial reporting.

The tension between our current reality and our aspirational future is one we acknowledge openly. We continue to compete in the cigarette market while simultaneously working to transform it. This duality is not a contradiction but rather a necessary phase in our journey. The access to the retail trade and adult smokers provided by our cigarette business is a critical enabler in establishing and growing smoke-free products. Moreover, the operating cash flows from our conventional business remain essential for funding the innovations and infrastructure needed to accelerate our smoke-free transformation.

Over the past decade, our employees have demonstrated extraordinary commitment to transformation, delivering record share price performance and sustainability leadership recognized as best-in-class in our industry. These achievements reflect the dedication of thousands of employees who have embraced and driven our smoke-free vision. Looking ahead, we see significant opportunities to advance our purpose, even as we navigate near-term challenges. Our financial strength, combined with our clear strategic focus and sustainability commitment, positions us well to continue investing in the future we envision. We remain confident that our integrated approach—linking financial success with positive societal impact—is the right path forward.

The road to transformation requires patience, persistence, and partnership. While we cannot control all variables that influence our progress, we can and will continue to demonstrate our commitment through concrete actions, transparent reporting, and an unwavering focus on our smoke-free vision. Our financial strategy, sustainability commitment, and business objectives remain perfectly aligned toward this goal.

I invite you to explore this Integrated Report for a deeper understanding of how we are managing both the challenges and opportunities of our transformation. Together with our stakeholders, we continue working toward a future where our success is measured not just in financial terms, but also in our contribution to positive change in society.

This letter is an excerpt from PMI’s Integrated Report 2024

Integrated Report 2024

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This online content about our Integrated Report should be read in conjunction with PMI’s Integrated Report 2024. This report includes metrics that are subject to uncertainties due to inherent limitations in the nature and methods for data collection and measurement. The precision of different collection and measurement techniques may also vary. This report includes data or information obtained from external sources or third parties. Unless otherwise indicated, the data contained herein cover our operations worldwide for the full calendar year 2024 or reflect the status as of December 31, 2024. Where not specified, data comes from PMI financials, nonfinancials, or estimates.

Unless explicitly stated, the data, information, and aspirations in this report do not incorporate PMI’s wellness and healthcare business, Aspeya. Regarding the Swedish Match acquisition, completed late 2022, unless otherwise indicated, this report includes information pertaining to its sustainability performance. Please also refer to "This report at a glance" on page 2 of the PMI’s Integrated Report 2024 for more information. Aspirational targets and goals do not constitute financial projections, and achievement of future results is subject to risks, uncertainties and inaccurate assumptions, as outlined in our forward-looking and cautionary statements on page 206. In PMI’s Integrated Report 2024 and in related communications, the terms “materiality,” “material,” and similar terms are defined in the referenced sustainability standards and are not meant to correspond to the concept of materiality under the U.S. securities laws and/or disclosures required by the U.S. Securities and Exchange Commission.

 

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