As the dangers of tobacco consumption have become better known, global cigarette consumption has seen a slight decrease from 5.8 trillion cigarettes in 2009 to 5.5 trillion cigarettes in 2016. In fact, the number of current adult smokers in the United States has seen an overall decline in the past fifty years, a sign that Philip Morris Intl. will need to evolve with the changing times.
From 2012 to 2017, the global cigarette volume of Philip Morris decreased from 927 billion cigarettes to about 762 billion cigarettes. Despite this, the company’s global net revenue and number of employees has remained somewhat stable over the past several years. In 2017, the European Union generated the highest amount of revenue for Philip Morris of any world region, while the region comprising of Eastern Europe, the Middle East, and Africa consumed the most cigarettes.
In the United States there has been a concerted effort to reduce cigarette consumption among the youth by highlighting the consequences of tobacco and nicotine consumption using educational television segments, school programs, and many other methods. In addition, there are laws putting restrictions on advertisements for tobacco products, and in some major cities in the U.S. there are punishing taxes placed on cigarettes which could act as a deterrent against smoking for some individuals. All these factors have caused cigarette smoking to decrease significantly among young people in America, with only about 13 percent of Americans between the ages of 18 and 24 smoking cigarettes, while about 18 percent of older adults under the age of 65 are current smokers.