From Tradition to Transition
By adrian_ilie825
With the launch of its Sixhill heated-tobacco brand, Firstunion is offering smokers in the Middle East a less risky alternative to smoking.
By Stefanie Rossel
The Middle East is one of the last growth markets for combustible cigarettes. Tobacco has been deeply rooted in the culture since the 1600s, and regional smoking rates are among the highest in the world. With a male smoking prevalence of 57.6 percent in 2022, Jordan tops the list, followed by 49.1 percent in Egypt and 42.9 percent in Lebanon, according a report published by THR.net.
Smoking is generally a male habit in the region. While cigarettes dominate the Middle Eastern tobacco market, other popular products include shisha, also known as waterpipe or hookah, and dokha, a powdered tobacco that comes in different varieties and strengths and is often mixed with spices, herbs and other substances.
While the World Health Organization projects smoking rates in the Middle East to decrease from 33.3 percent in 2020 to 31 percent in 2025, this is the smallest anticipated decline among all WHO regions. Embracing tobacco harm reduction (THR) could accelerate the decline of smoking prevalence. Demand for e-cigarettes in the region has been growing in recent years, with some places adopting heated-tobacco products (HTPs) and nicotine pouches as well.
“Increasing awareness of the health risks associated with smoking is driving demand for alternatives like HTPs and e-cigarettes, which are perceived as less harmful,” confirms Wayne Wu, senior director of business development (HTP BU) at Firstunion—Sixhill. “Younger demographics, particularly in countries such as the United Arab Emirates (UAE) and Saudi Arabia, are increasingly turning to e-cigarettes and heated-tobacco products as they become more conscious of lifestyle choices and trends.”
While vape products are still banned in a few countries, including Iran, Omar and Qatar, most Middle Eastern states now permit the sale of e-cigarettes. Legislation differs by nation, with many countries regulating e-cigarettes using the European Union Tobacco Product Directive as a blueprint. However, several states, including Jordan, Bahrain, Saudi Arabia and the UAE, tax vapes and heated-tobacco products at a rate of 100 percent or more in an attempt to curb the spread of electronic smoking devices, particularly among children, and to address the disparities in taxes between traditional cigarettes and smoking alternatives.
According to Wu, the evolution of the regulatory environment reflects ongoing efforts to improve product quality and advertising standards. “Additionally, some countries have established specific regulations for e-cigarettes and HTPs, defining product specifications, advertising and sales standards to foster more orderly market development,” he says.
High-Potential Markets
Founded in 2004 and headquartered in Shenzhen, China, Firstunion was a pioneer in the field of electronic atomization. The company offers a vast range of electronic nicotine-delivery system (ENDS) technologies, heated-tobacco solutions and atomizing equipment. In the Middle East, Firstunion launched its proprietary heated-tobacco brand, Sixhill, which it distributes through extensive partnerships in countries such as Saudi Arabia, Egypt, Bahrain and Iraq. “Firstunion focuses on the research, design and production of heated-tobacco products,” Wu explains. “We collaborate closely with major international HTP manufacturers, with our products marketed globally. We aim to provide premium, technology-driven and competitive products to our THP [tobacco-heating products] customers throughout the Middle East. We look forward to building deeper, stronger strategic collaborations with more clients across the region.”
According to Wu, the Middle East markets that offer the highest potential for innovative HTP technology are the UAE, Saudi Arabia and Egypt. The UAE is one of the most open and affluent countries in the region, and since e-cigarettes and HTPs were legalized in 2019, demand for these products has steadily increased. “Young consumers and expatriates in the UAE show a high acceptance of HTP products, especially among middle-[income] and high-income groups focused on health and quality of life,” says Wu.
“The UAE’s positive stance toward technological innovation makes it easier for new products and technologies to enter the market and potentially expand to other Middle Eastern countries. Furthermore, the UAE’s well-structured regulatory system allows compliant international brands to enter the market, which benefits the long-term growth of companies.”
Saudi Arabia, the largest economy in the Middle East, has gradually relaxed regulations on smoking alternatives. Since 2019, the kingdom has permitted the sale of HTP products, fueling demand. “With Saudi Arabia’s economic transformation and a rising young population, especially under the Vision 2030 initiative, there is an increasing demand among young people for modern lifestyles and innovative technology,” says Wu. “Saudi Arabia’s substantial market size, combined with a strong consumer preference for international brands and high-tech products, offers significant growth opportunities for companies with innovative heated-tobacco technology.”
Egypt, with its large population, is a crucial market too. Although HTP regulations are still evolving, the market holds immense potential, according to Wu. “There is a large number of smokers in Egypt, and demand for traditional cigarette alternatives, such as HTP products, is rising, particularly among young people and the middle class,” he says. “Given the market’s high price sensitivity, companies that can provide cost-effective, innovative technology will hold a competitive advantage in Egypt. Additionally, Egypt can serve as a gateway to the broader North African market.”
Rise of Local Brands
Regarding THR, Wu describes several trends in the Middle East, including the rise of local and international brands. “Leading international tobacco companies are actively expanding into the Middle East market, offering products that cater to local smokers seeking healthier and trendier options,” he says. “There also is an emergence of local brands: With a growing focus on health, many new tobacco brands have recently emerged across various Middle Eastern countries. These companies provide consumers with more health-conscious vaporized products and offer a more comprehensive, diverse service experience for local customers.” Firstunion collaborates with some of these brands, he adds.
HTPs and e-cigarette products are now widely available in physical stores, such as supermarkets and convenience stores, as well as through online channels, making it easier for consumers to purchase these products, according to Wu. “Major global and local retail chains are increasing their offerings of heated tobacco and e-cigarette products,” he says.
In recent years, the vaping industry in the region has diversified. “Besides traditional tobacco, products such as e-cigarettes, nicotine pouches, herbal cigarettes and heated tobacco have flooded the market, offering richer flavors and more advanced technology,” says Wu. “While smokers now have a broader range of differentiated choices, market competition has also intensified. Among these options, HTPs are increasingly favored by consumers.”
Currently, Firstunion is promoting three heating technologies in the Middle East: Atine, which works with resistance heating; Insheat, which heats with induction; and Breelight, which is powered by infrared heating. Soon, the company plans to introduce its latest technology in the region: Alkaid technology. Launched this year and recognized with a “Best HnB innovation Award” at the 2024 Alternative Awards, Alkaid leverages the high-speed propagation of light to directly deliver energy to the tobacco, bypassing spatial constraints (see sidebar).
Complex Environment
Despite increasing demand, HTPs face several challenges in the region. “There is significant variation in tobacco product regulations across Middle Eastern countries, which increases complexity for manufacturers,” says Wu. “Regulations may change quickly due to public health campaigns or international agreements, making it challenging for manufacturers to remain compliant.”
He also names cultural sensitivity, with views on smoking and e-cigarettes differing widely due to cultural and religious beliefs across the region. “Many consumers still favor traditional tobacco products such as shisha and cigarettes, which may hinder the adoption of e-cigarettes and heated-tobacco products,” says Wu.
In addition, increasing concerns about health risks associated with e-cigarettes and HTPs could lead to stricter scrutiny and more stringent regulations, whereas misunderstandings about the safety and risks of HTPs may foster a negative public image, influencing regulatory actions. Strict advertising regulations could limit how manufacturers promote their products, affecting brand visibility and consumer awareness. Certain countries in the region may impose import restrictions or tariffs on e-cigarettes and HTPs, impacting pricing and supply.
“Overall, HTP and e-cigarette manufacturers in the Middle East must operate within a complex landscape of regulations, cultural attitudes, competition and market dynamics,” Wu stresses. “Addressing these challenges effectively is essential for successful market entry and ensuring sustainable growth in the region.”
Firstunion has made significant strides in the Middle East, focusing on establishing a strong market presence through partnerships, product innovation and strategic marketing, Wu says. “Our future plans include expanding our distribution network, customizing products for local markets, ensuring regulatory compliance and enhancing brand visibility to capitalize on the growing demand for e-cigarettes and heated-tobacco products in the region.”
As Middle Eastern consumers increasingly prioritize sustainability, the company plans to integrate eco-friendly practices into its production and packaging processes. “This commitment to sustainability enhances our appeal to environmentally conscious consumers,” says Wu.
The Power of Light
Firstunion’s Alkaid heated-tobacco technology works with light. The emitted wavelength of Alkaid technology ranges from 200 nm to 1 mm, enabling energy transfer in a noncontact heating process through a vacuum, significantly reducing the limitations of traditional heat conduction.
Alkaid’s light heating technology provides a continuous spectrum similar to sunlight, including ultraviolet, visible light, short-wave and mid-wave to long-wave infrared. The different wavelengths allow for varying penetration depths, achieving uniform and thorough heating of the entire tobacco segment, greatly enhancing nicotine and smoke release.
In this mode, the temperature of the tobacco remains below traditional heating levels, effectively avoiding pyrolysis temperatures, which significantly reduces the release of harmful substances.
Alkaid uses fully automated assembly line production, ensuring stable performance and a long lifespan, with tested cycles exceeding 10,000 times. Its outer casing is made from a material with high electromagnetic wave transparency, and the heating element can reach peak temperatures up to 2,000 degrees Celsius, effectively transferring energy through radiant heat. According to Firstunion, this excites nicotine and flavor compounds within the medium, delivering a rich and refined flavor with a higher nicotine conversion efficiency. —S.R.
