IQOS Enters Kantar BrandZ Top 100 Most Valuable Global Brands for 2026
IQOS, the world’s leading tobacco heating system from Philip Morris International (PMI), has officially debuted in the Kantar BrandZ Top 100 Most Valuable Global Brands ranking for 2026, securing the #74 position.
This milestone highlights the brand’s rapid ascent and its cultural impact among adult nicotine users transitioning away from cigarettes.
Within just a decade of its inception, IQOS has achieved over $10 billion in annual net revenues, outpacing many established technology firms and serving as the cornerstone of PMI’s broader smoke-free business, which generated nearly $17 billion in 2025.
The inclusion of IQOS in this prestigious ranking validates the success of PMI’s science-backed innovation and consumer-centric design.
By focusing on heated tobacco technology—which eliminates combustion to reduce the formation of harmful chemicals—the brand has successfully positioned itself at the intersection of technology, design, and culture.
With over 35 million users worldwide, IQOS continues to play a pivotal role in PMI’s mission to make cigarettes obsolete and accelerate the global shift toward a smoke-free future.
