Stefano Volpetti, President of Smoke-Free Inhaled Products and Chief Consumer Officer at Philip Morris International (PMI), shares insights into the company’s approach to creating innovative, smoke-free alternatives, emphasizing responsible marketing, and the importance of consumer-centric design.

From Traditional to Smoke-Free: A Consumer-Centric Approach

In January 2023, Stefano Volpetti took on the role of President, Smoke-Free Inhaled Products, and Chief Consumer Officer at PMI, having joined the company in 2019. With a robust background in consumer marketing from his 22-year career at Procter & Gamble, Volpetti's expertise has been instrumental in driving PMI’s transformation toward smoke-free products. He discussed the company's strategic focus during his recent participation at the Technovation event, where he shed light on how consumer insights are shaping the future of smoke-free alternatives.

Volpetti emphasized that transitioning smokers to smoke-free products involves understanding their habits and preferences deeply. "When you are in a journey to change a ritual, every single data point is a nugget that helps us design the best possible experience," he explained. He noted that the design of PMI’s flagship heated tobacco product seeks to replicate the sensory experience of a traditional cigarette, from the duration and number of puffs to the mouthpiece material. This attention to detail ensures that smokers switching to heated tobacco products find a familiar, yet potentially less harmful, alternative that emits on average 95% lower levels of harmful chemicals compared to cigarettes through the absence of combustion.

Ensuring Responsible Marketing and Preventing Youth Access

A key focus for PMI is ensuring that its smoke-free products are marketed responsibly and not targeted at non-smokers or underage users. "Our position is clear," said Volpetti. "If you don't smoke, don't start. If you smoke, quit. If you don't quit, change to smoke-free alternatives." This clear messaging underpins PMI's product development, marketing, and retail strategies, reinforcing the company's commitment to preventing youth access to its products.

Volpetti highlighted that PMI employs stringent measures to ensure that its marketing and product designs appeal only to legal-age smokers. This includes having a dedicated marketing code, robust policies, and partnerships with retailers to enforce age restrictions. He noted, "We do not design, market, or commercialize our products to individuals who have not used nicotine or to minors."

He further pointed out that PMI's strategy for vapes is driven by a principle he termed "Vaping Made Right," which emphasizes responsible practices around technology, ingredients, marketing, and sustainability. Given the varied regulatory landscape across the globe, PMI is cautious about entering markets where regulations around vaping are still evolving. "Our goal is to be a responsible player," Volpetti affirmed, underscoring PMI’s focus on compliance and safe practices in the vape category.

Adapting to Diverse Consumer Profiles Across 92 Markets

PMI's smoke-free products are now available in 92 markets worldwide, and the company’s journey to this global reach has been marked by innovation and adaptability. Volpetti explained that catering to different consumer profiles is a critical part of their strategy. "Whether you are with a smoker in Indonesia, Cyprus, or Sweden, these are very different profiles. Therefore, we cater to different preferences when it comes to taste and value perception," he said.

The company has expanded its portfolio not only by offering three main categories of smoke-free products—heated tobacco, oral nicotine, and vapes—but also by introducing variations across different price tiers and flavor profiles. This approach has allowed PMI to address the needs of a diverse global market, ensuring that consumers find suitable alternatives no matter where they are.

Putting the Consumer at the Center

For Volpetti, the key to PMI's success lies in keeping the consumer at the heart of its operations. "Our biggest success factor is that we put the smoker at the center of everything we do," he remarked. By observing and understanding the habits of smokers, PMI has been able to design products that facilitate a smooth transition from traditional cigarettes to smoke-free alternatives. This focus on the consumer experience has been crucial to PMI's mission of offering scientifically substantiated products that are better alternatives to cigarettes.

Looking Ahead: The Future of Smoke-Free Innovation

As PMI continues to lead the charge in the smoke-free sector, Volpetti envisions a future where responsible marketing, stringent regulations, and innovative products converge to make smoke-free alternatives more accessible and acceptable worldwide. He believes that proper regulation across all smoke-free categories—heated tobacco, oral smokeless, and vape—will enable faster and more effective conversion of legal-age smokers to scientifically proven, better alternatives.

In conclusion, Volpetti’s insights reflect a deep commitment to responsible innovation and a consumer-centric approach. With a global reach, robust policies, and a focus on safety and satisfaction, PMI is positioned to drive a future where smoke-free products become the norm for legal-age smokers who won’t quit, but seek better alternatives.