Question · Q4 2025
Bonnie Herzog questioned the expected elasticities and volume impact from the excise tax increases and price adjustments in Japan, asking if the incremental pricing would be sufficient to drive margin expansion. She also asked for the key growth drivers underpinning the 2026 top- and bottom-line guidance and the assumed increase in planned investment spend.
Answer
Group CEO Jacek Olczak and CFO Emmanuel Babeau explained that the full impact of Japan's excise increases will be seen from April 1, with two steps in 2026. They anticipate long-term margin expansion through pricing and cost management. For 2026, key drivers include the dynamic smoke-free portfolio (despite Japan's one-off situation and U.S. ZYN's high comparison base) and the resilient combustible business (offsetting volume declines from Turkey, India, and Mexico excise increases). They noted that investment spend continues the trend of past years, leveraging existing IQOS infrastructure for ZYN and VEEV, with no significant rupture.
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