Philip Morris International (PMI) says rapid shifts in consumer behavior are reshaping the tobacco and nicotine market in Saudi Arabia, driven by greater digital connectivity, global exposure, and rising expectations around transparency and product experience. In an interview with the Saudi Gazette, Christian Akiki, managing director of Philip Morris Saudi Arabia Trading, said Saudi consumers are increasingly informed, vocal, and open to alternatives, pushing brands to better understand local preferences while maintaining clear and authentic communication. This evolution, he said, has supported growing interest in smoke-free products such as heated tobacco devices, nicotine pouches, and e-cigarettes, which have become more established in the Kingdom over the past decade.
Akiki said PMI’s smoke-free strategy in Saudi Arabia relies heavily on cooperation with regulators, particularly the Saudi Food and Drug Authority, emphasizing that progress depends on science-based dialogue and aligned oversight. He pointed to the earlier launch of nicotine pouches by Badael, a Public Investment Fund company, as evidence of regulatory openness to alternative products. PMI also highlighted the importance of local talent and market-specific strategies, noting that approaches successful in other countries do not automatically translate to Saudi Arabia. According to Akiki, Saudi Arabia’s advanced digital infrastructure and Vision 2030 agenda provide a favorable environment for innovation, positioning the market as a potential benchmark for science-driven tobacco harm reduction initiatives globally.