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Operator · Operator
Eric Serotta
So starting with smoke-free or international smoke-free, your profit performance of gross margins over 70%, very impressive. You guys have spoken in the past that while you're still in the early innings of the optimizing the supply chain and really harvesting gross margins across international IQOS. As you look at [indiscernible], how much of a priority is that with your margins at very high levels and a lot of growth potential ahead and then the other question was on U.S.
ZYN. Your price gaps have certainly widened back out not that far from where they were when [indiscernible] called them out last September as being wider than you'd like. Has there been any sort of strategic change in terms of how you're thinking about what your -- sort of the trade-off between pricing and market share that you're willing to win to balance in terms of U.S.
Jacek Olczak
Thank you, Eric. So first of all, on smoke-free International margin, I mean, you're right, we continue to improve. And I would say it's a combination. First and foremost, you said it, IQOS that continued to do well. We've been increasing price in a number of markets. We're close to 3% on price increase on smoke-free and of course, IQOS is the biggest contributor to that. To be clear, that's not the top priority because we've been in many occasions, explaining the fact that on IQOS and on our smoke-free portfolio globally, we are benefiting from a higher margin than on combustible, which is very nice.
But also in dollar terms, we are significantly above more than 2x in terms of dollar per unit for revenue but also for gross profit. So maximizing volume, of course, is a big objective. But as we are building the portfolio, we are building a very attractive brand with IQOS very differentiated, but look at what we're doing with VEEV. So they are coming more like these brands, if you want, Viva in international. They are much smaller than IQOS at this stage, but we are also working on the profitability of these 2 brands.
But IQOS here is a big driver. We do, I would say, the best possible job to optimize the profit per unit, but we don't lose track from the fact that here, the name of the game is to maximize volume because that is very powerfully contributing to our overall profitability. Now your second question on ZYN in the U.S. I think, to a large extent, the premium versus competition remains the same as a few months. Let's not forget that it is a moving target because, of course, competition is also evolving their price, and we've seen globally in the market a lot of I would say, commercial aggressiveness on pricing.
Fundamentally, ZYN is the leader of the market. If you look at the brand power instant really out versus any other brand in the market in terms of differentiation, in terms of brand strength. And this is as the leader of brand that will remain as the more premium brand in the market, and it's our intention that is going to be the case. Of course, we need to permanently monitor how with the right level of premium versus competition.
And at the end of the day, while again, we're not going to lose our compass, which is to develop a leading brand with a very nice premium and profitable positioning we need to ensure that we have the best pricing for that and that we optimize all the parameter, including pricing to achieve this objective. Now of course, not able to elaborate more on pricing. This is a very sensitive matter. But at the end of the day, you should just have in mind that our objective is to keep in as the leading brand, premium brand, meeting a bit different versus competition, and then we'll navigate the parameters to achieve that.
Questions & answers
Operator · Operator
Bonnie Herzog
Q1
I maybe wanted to do a follow-up question on ZYN in the U.S. You did mention you expect performance to improve over the course of the year. So maybe I'd like to better understand what gives you the confidence in this. And curious to hear how much you're willing to, I guess, continue to sacrifice short-term profitability to drive volume growth? And then finally, we all know you've been at a disadvantage given the FDA's failure to fast-track reviews of the nic pouch applications. So curious if you consider just rolling out some of the innovation you have that you mentioned without approval.
Jacek Olczak
Yes. Sure, Bonnie. So I'm happy to take this one. I'm going to repeat what I've just been saying on what is our objective on ZYN fundamentally in the U.S. But I'm certainly happy to elaborate on why we expect a much more positive dynamic in the second part of the year. First of all, allow me to spend a few seconds on Q2. So remember last year, we still have a little bit of market reloading in Q2, much more other than in Q1.
But that means that we don't have a fully underlying performance as a basis of comparison for Q2. Second, you will remember that last year in Q2, there was, again, almost no promotional activity, which means that we had an abnormally high level of revenue per can. And therefore, in Q2, we will be facing what is the growth of ZYN in the market. And here, this year, I mean, every week, you can track the Nielsen and that giving some views.
I'm not saying it's scientifically precise, but it's giving some view on the ZYN performance. And you will have this impact on invoicing and revenue [indiscernible] Then in the second priority of the year, that's when we get to normalization of the basis of comparison in terms of revenue per can. We should have as well in term of shipment, something that is more underlying in terms of reference. There will be, of course, in Q3, this one-off operation last year of the free can that will have to be taken into account.
But as you know, it also impacted negatively our financial performance in Q3. So that's a negative element that is not going to to impact. And then as we said, we are expecting innovation to come in the coming months. I'm not going to be able to say exactly when it's going to come and when it's going to play. But of course, when we say we expect to be able to launch innovation in the coming months, that means that we expect innovation to positively impact our second part of the year.
We'll say exactly when this is going to add. So if you take all these elements, the capacity that we expect to have to come with innovation to be benefiting from some of the dynamic category, the comparison that were difficult in H1 in terms of shipment and in terms of revenue per can, all that is going to be more favorable in the second part of the year. So that -- I think that explains why we expect this dynamic. I'm not going to elaborate on innovation globally and what we intend to launch, I'm sure you appreciate that this is extremely sensitive, and we're not going to share on that. But I think we're clear on our ambition to come with innovation, which is what a leader like in deserve.
Bonnie Herzog
Q1
Fair enough. And I appreciate that color. And then if I may, just a question on IQOS. Your Q1 results came in better than your expectations. And a key driver of this really was the strength behind IQOS. And Emmanuel, you did touch on this, but I guess, hoping for some more color on the drivers behind the strength and maybe what exactly came in better than your expectations. Also I did want to just clarify if there were any timing benefits in Q1 on IQOS, I guess, just that might reverse.
And then finally, as it relates to profitability on IQOS, your margins continue to expand. And as you mentioned, you continue to invest. So wanted to understand just the key drivers of profitability growth moving forward, whether it's between pricing and productivity improvements.
Jacek Olczak
[Audio Gap] The biggest driver for our performance as combined is IQOS. I mean I don't think you have any equivalent in the smoke space in the world to IQOS, this multibillion-dollar brand, I mean, much north of $10 billion. This is a unique proposition. This is a brand that has been consistently owning around 75% of the category, which when we talk about novation is really unusual. There is a differentiation that is very clear for the consumer.
And now, of course, as we talk about the $10 billion plus brand, this is coming with a unique brand franchise and the unique impact. So at the end of the day, the success is explained by the fact that IQOS is a great product that is meeting smokers requirement and expectation and that is making a clear differentiation on any other competing product. So that is what is behind the iQOS success. I mean if I was to take 1 market to illustrate that.
And I think it's quite remarkable in this quarter. is Italy back to a strong double-digit growth. Okay, Italy has been clearly disrupted by the flavor ban and it took a few months to adjust. But we're back in -- to this [indiscernible] growth in Italy, we are reaching in some key city, very high share north of 20% and we're coming with innovation. So as I was talking about innovation for in a few minutes ago, a leading brand has to innovate.
And I think no 1 is matching IQOS in terms of innovation. Terra, what we do with DELIA, what we do with [indiscernible]. We are launching bonds and bonds is having some very good step in Italy, very interesting to watch. I think this is the DNA of a leading powerful brand, and that is really what is behind the success of IQOS. On the margin improvement, it's price. So we are increasing price, not -- of course, it's a very different, as I explained, it's a very different story versus combustible, but we are increasing price on IQOS and on iQOS consumable in a number of markets.
We keep, of course, working on the efficiency of the supply chain, the cost of electronics of the device. We are working on our supply chain on productivity to consistently and constantly improve the cost of the consumables. So that's another driver that is really what is behind IQOS success. I mean I could speak for many, many minutes about the reason for ICOS success. I could have been mentioning Taiwan. Of course, I mean, it's quite impressive in a few months, to reach 6% market share in Taiwan, March 8% in Taipei.
And the brand was not present. So I think it just showed that even in markets where IQOS is not present, the brand does exist already with a strong image. I think it's a tribute to what IQOS is today.
Operator · Operator
Unknown Analyst
Q2
Them of them, and I'll take it one by one. So firstly, on nicotine pouches in the U.S. Can you help us understand the excise tax environment. We have seen some proposals from a few states planning to increase excise taxes. And then earlier this month, in [indiscernible] data, I think the pricing for the entire category accelerated significantly. So is there something which is changing on the tax front? And how is the industry responding to those tax increases and discussions.
Jacek Olczak
Happy to take this one. Look, of course, as all of us, we are hearing in a few states, not everywhere, but in a few states, discussion about putting some excise duty on nicotine pouch. Let's be cautious. I will be much more comfortable to comment things when they happen because it's difficult to comment on project speculation. We're not saying that nicotine part should have no taxation as a general rule. I'm not talking about -- only about the U.S., I think we believe there should be in the continuum of risk, some very differentiated taxation between small free product and combustible.
And nicotine power being, of course, at a very well location in the continue risk should be particularly well treated in terms of low level of excise duty. So for us, that should be the general behavior of regulator worldwide and that should enable the smokers and the consumer towards the better product with more purchasing power. In the U.S., I would say this comment can be also valid because you have a regulator, the FDA that is clearly, I think, saying that this product are much better product than a combustible cigarette that is working to accelerate a number of PMTA because they believe that consumers should have the choice between product to maybe maximize the chance of switching away from compatible cigarettes.
And I believe that putting high taxes in that context is going against the intention and the vision of the FDA. So that -- I think that would be a PT and that we're not going in the right direction very clearly.
Pallav Mittal
Q2
Sure. And just again on nicotine pouches in the U.S., if I look at Zen volume trend, based on what Nielsen it as a dosing, it might soon become a flattish volume or maybe even a declining volume number, assuming there are still dealers in ZYN Ultra, if I extrapolate the current trend, and clearly, the PMDA timing is not in control. But what gives you the confidence that Zen Ultra once it comes into the market, it can accelerate the growth again, any particular market from where you get this confidence?
And then just also on the innovations that you are highlighting. I'm not asking you to comment on what that exactly is. But is the timing of those innovations and getting those products in the market are again dependent on the FDA, PMDA process? Or is it something which is under your control?
Jacek Olczak
Yes. First on this one, on innovation, of course, we follow the processes. So again, for obvious when this would come, but there is a process in the U.S., and we are following it extremely diligently I'm stating the obvious year. On the ZYN volume evolution, so yes, we are in the [indiscernible] around 5%, 6% growth. I'm talking about the last week. We'll see what is ever going to speculate. But obviously, our expectation is that ZYN Ultra is going to come with a proposal.
We think it's a great product, and it's going to come with a proposal that will be matching areas of strong dynamism in the nicotine pouch market today in the U.S. And therefore, we expect ZYN Ultra to be able to bring some renewed momentum to the Zen brand in the coming months. That's our expectation.
Pallav Mittal
Q2
Sure. And then just very quickly on IQOS. So looking at the growth in Europe, around 5.5%. Is it a bit lower than what you were expecting? Because historically, the growth in Europe has been high single digit, low double digits. How do you plan to accelerate that 5%, 6% growth back to the high single-digit number?
Jacek Olczak
No. The growth actually is very good in Europe because if you exclude the market that has been growing recently through the flavor ban, you are at around 8% growth. So I would say, of course, in absolute level, it would be even higher because you have a higher base, but it's very much in line with what you've seen in the past quarter. So I would say if you put aside these 2 markets. And Poland is a significant one, plus a few disruption in Ukraine.
I mean we have ongoing disruption in Ukraine, but there was a number of impact during the quarter. The rest of the market is staying extremely dynamic, and we expect Poland and Hungary, of course, to go through this disruption and put that behind them in the coming quarters as we did in other countries in Europe.
Operator · Operator
Andrei Andon-Ionita
Q3
Firstly, on in heated tobacco. Could you tell us a bit more about the early trends you're detecting in Japan after the excise tax increase on the 1st of April? And then secondly, incombustible, you mentioned in the release that in Germany, you have been seeing a discernible volume decline. Is that market share driven? Or is the industry itself seeing a slowdown in early 2026? And then finally, perhaps a bit more of a technical question.
We noticed corporate expenses registered a significant year-on-year decline. Could you tell us what it's attributable to and whether you expect that to persist into Q2 and beyond?
Jacek Olczak
[ Happy to ] take this one. So on Japan, look, if you heard the comment at that stage, of course, we're not making any comments. It was only a fortnight ago or a bit more than the the price increase was implemented in Japan. It's too early to say. The only thing I'm going to share is the fact that there is nothing in what we see in the first days that would, I would say, contradict what I mentioned about our confidence in the continuation of -- on the long term of a strong growth of the category and of the success of IQOS in Japan.
But look, let's look at what's going to be the disruption in Q2. I think we explained the reversal we expect. And in a few weeks and in a couple of months, we'll be much more able to comment on the trend in Japan after this excise duty increase. In combustible in Germany, I think there was both -- there is a market that is a bit weak. But the industry as well is a bit weak, and you have some decline. So a combination of both, I would say, with the German consumer probably a bit under pressure.
And on the corporate expense, it's largely technical. It's currency losses and transactional losses in the 125 because that's where we are putting transactional losses and it's by comparison effect, it looks better. So that's really what is behind. But it's a Q1 event, to be clear. It doesn't mean that for the rest of the year, we're not expecting things to be much more in line year-on-year on corporate expenses.
Operator · Operator
Unknown Analyst
Q4
A follow-up on some of your commentary regarding IQOS by bonds and launching nationally in Italy. Can you talk about the incrementality you're seeing from that offering versus trade down and the profitability today for IQOS by bonds compared to IQOS and how you expect that to evolve? And what type of scale you need for that evolution and profitability?
Jacek Olczak
Yes, happy to take this one. So bonds by IQOS is, as I mentioned, a very nice evolution in line with what the leaders should provide to the market. [Audio Gap] And the first step in Italy and a few other markets seem to be confirmed that there is something clearly of interest for this in [indiscernible] and that we could convince some of them that so far have not been switching to it not then to switch to a better [indiscernible] with bonds. And in terms of profitability, as you would expect, the name of the game is that it has to be at the level of combustible as a minimum. If we can do better, we'll look at. But certainly, it's not coming at a lower margin than our combustible business.
Unknown Analyst
Q4
And a follow-up on the dynamics in Japan regarding IQOS inventories. I think you've laid out the 2Q expectation pretty clearly. But as we look ahead to a second excise tax-driven price increase later in the year, was the inventory dynamic in the first quarter entirely driven by consumer pantry are there mechanisms in place to keep the wholesalers from stocking up on inventory and just how you think about that potential impact between the third and the fourth quarter and the second half of the year.
Jacek Olczak
Look, we'll see exactly it's too early to talk about October. You could have some similar features that will depend, of course, on what each player is going to do in terms of price increase. And I certainly won't comment at that stage. So we'll see, it's not impossible that there will be a similar impact, but it's too early to say. And allow me to come back on this question later this year when we'll have a better visibility.
Operator · Operator
Unknown Analyst
Q5
I'll take 2 questions, please. Both of them on SI in the U.S. or the nicotine pouches category. I guess the first question I have is on the category. If we look at recent scanner data U.S. nicotine pouch volume growth, a bit have moderated over the past 3 to 6 months. From your perspective, what are the key factors, do you think that are driving this is the first one. The second one, coming back to ZYN Ultra, I'm not really asking for timings, but how are you thinking about potential regulatory concerns around higher nicotine strengths and a broad flavor range, particularly in relation to the category attracting non-nicotine users?
Jacek Olczak
Yes. I guess on this one, and maybe I'm going to start with that. You are probably referring to this article, which were largely speculation. I think we stated very clearly that there is a very clear scientific fact that are supporting that this products are much better than smoking. You have this NYTS survey that is showing that there is no increase was even a slight decrease in the underage usage in the U.S. according to this study.
So it's difficult to see anything that has changed from the FDA perspective. And they've been giving to another product. I think it was in December, so not that long ago, which is coming with a higher nicotine content higher than what ZYN has today. And I think if they had an issue with flavor and with higher nicotine content, I doubt they would have been giving this authorization only a few months ago. [Audio Gap] too much impacted by the percentage because when you are having with high percentage, you are having gross profit with high percentage of growth.
Well, obviously, the percentage is declining, but it still means that in terms of absolute number of nicotine pouch level, it's still growing at the same time or even faster. So let's not lose track of the real underlying growth. And then maybe as we see some new consumer to the category. There could be a question mark on at least at the beginning. And very often, they are poly user when they start using nicotine pouch what is the average daily consumption of the new user.
And maybe 1 of the reasons for some very slight softening of the trend in the past months. may have been the fact that some of the newcomers for the time being are coming with a lower ADC. But frankly, beyond that, I'm not sure I can highlight anything.
Unknown Analyst
Q5
Can I squeeze in a sneaky 1 I guess, we have this high single-digit.
Unknown Executive
Apologies, we're actually running out of time, and we just want to squeeze in 1 more analyst after you, but we'll follow up with you after.
Operator · Operator
Unknown Analyst
Q6
I just follow-up I just wanted to ask a follow-up on the last question just on on U.S. ZYN and nicotine pouch consumer dynamics, just as the category continues to grow, it's also matured. And I guess, are we at a point now where you are seeing evidence of I don't know, higher per capita consumers graduating from 3 to 6-milligram pouches into higher nicotine content pouches like 9 milligrams maybe at a faster rate. than we've seen in the past, and that's obviously asked in the context of ZYN Ultra and whether or not like just a simple nature of having a higher nicotine content patch on the market to compete with is enough to drive a reacceleration in volumes
Operator · Operator
Unknown Executive
Thank you for joining us today. That concludes our call. Please contact the Investor Relations team if you have any followup. Thank you again, and have a great day.
Jacek Olczak
Thank you. Speak to you soon.
Operator · Operator
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