Philip Morris International’s IQOS, the #1 tobacco heating system, has been listed for the first time as one of the top 100 most valuable brands in the world in Kantar’s BrandZ 2026 Most Valuable Global Brands.
This ranking solidifies IQOS’s global momentum and its emergence as a relevant and iconic brand for adult nicotine users seeking better alternatives to cigarettes.
According to the BrandZ 2026 Most Valuable Global Brands, IQOS achieved a ranking of #74 globally.
With more than 35mn IQOS users worldwide—most of whom have fully switched away from cigarettes—the brand continues to lead from the front and champion in a smoke-free era through science-backed innovation and consumer-centric design.
Milestone
Within ten years of inception, IQOS surpassed US$ 10bn 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 US$ 17bn in net revenues in 2025.
IQOS’s growth is also reflected across the Middle East, where the brand has steadily expanded its presence in recent years. First introduced regionally in Dubai in 2018, IQOS subsequently launched in the United Arab Emirates in 2019, followed by the opening of a dedicated boutique at The Dubai Mall in 2020.
Since then, the brand has continued to strengthen its footprint among adult nicotine users seeking less harmful alternatives than continued smoking, expanding across GCC markets including KSA, Bahrain and Kuwait as well as into neighbouring Iraq, further underscoring the region’s importance in PMI’s smoke-free transformation journey.
Iconic brand
“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 better alternatives for adults who would otherwise smoke,” explained Oggie Kapetanovic, President Heat-Not-Burn Products, Philip Morris International.
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.
“The brand era has changed. People now interact with brands in thousands of different ways. Many of these are shaped by AI, like personalized feeds or LLMs that influence what we see. Machines are increasingly surfacing and prioritizing content. That means brands need to work harder than ever to stand out as meaningful and different,” observed Martin Guerrieria, Head, Kantar BrandZ.
