Shisha - Tobacco Reporter

Zimbabwean Shisha Crop Selling Rapidly

Growers of shisha tobacco in Zimbabwe sold more than a third of their crop within four days, reports The Herald, citing figures from the Tobacco Industry and Marketing Board (TIMB).

The farmers pocketed $660,000, earning an average price of $3.62 per kilogram. Out of 2,385 bales presented, 162 bales, or 6.79 percent, were rejected by buyers. The current average price is 15 percent higher than the 2023 season average.

Nonetheless, the figures make shisha tobacco less profitable for growers than flue-cured tobacco, according to Zimbabwe Tobacco Growers Association Chairman George Seremwe, although he acknowledges that producing shisha leaf is less capital intensive.

While shisha is a type of flue-cured tobacco, it is derived from imported seeds and produced using different agronomic practices. To obtain the desired low nicotine levels, the tobacco fields are planted much more densely than is typical with cigarette tobaccos, ensuring fierce competition among the plants for nutrients.

Cavendish Lloyd is the only shisha leaf merchant registered and licensed with the TIMB. Tobacco Reporter profiled the company in its May 2022 print edition (see “Great Expectations”).

May 8, 2024

Shisha Ban Overturned

Kenya’s ban on shisha is unlawful, a Mombasa court ruled, reports The Star.

In overturning the measure, Shanzu Law Courts Senior Principal Magistrate Joe Mkutu noted that Kenya’s health cabinet secretary had failed to submit the regulations to Parliament for approval as stipulated in a 2018 High Court directive.

As a result of the ruling, the magistrate ordered the immediate release of 48 individuals arrested and charged for selling and smoking shisha in January 2024.

Since December 2023, the National Authority for the Campaign Against Alcohol and Drug Abuse arrested more than 60 people in separate club raids in Nairobi and Mombasa.

The operations have also resulted in the confiscation of a substantial quantity of shisha paraphernalia, including shisha bongs and charcoal pipes.

Shisha smoking was outlawed in 2017. The ban covered the use, import, manufacture, sale, promotion and distribution of the product based on health concerns.

March 31, 2024

Boost in Noncigarette Tobacco Use: U.K.

The number of people in the U.K. who smoke pipes, shisha and cigars has increased fivefold over the past 10 years, according to The Guardian.

Based on a study published in Nicotine and Tobacco Research, in 2023, there were 772,800 exclusive noncigarette tobacco users compared to 151,200 in 2013. The study is based on research by University College London academics who surveyed 1,700 adults a month between 2013 and 2023 on their smoking habits.

Young adults showed the largest increase in use of noncigarette tobacco. Of the surveyed 18-year-olds, 3 percent used noncigarette tobacco while 1.1 percent of 65-year-olds used these products. Men and current vapers showed a higher prevalence of noncigarette tobacco use as well.

Experts argue that use of noncigarette tobacco can be more harmful than smoking traditional cigarettes. The British Heart Foundation has stated that smoking a shisha pipe for 20 minutes to 80 minutes amounts to the same amount of smoke inhaled from more than 100 cigarettes. The organization also stated that tobacco-free shisha still produces dangerous toxins in the smoke.

The increase in noncigarette tobacco use could be attributed to a belief that these forms of smoking are less harmful than traditional cigarettes or to financial reasons, according to the study.

“Tobacco kills one person every five minutes in the U.K.,” said Ian Walker, executive director of policy at Cancer Research U.K. “Research like this shows that the issue of smoking isn’t just about cigarettes—all tobacco products are harmful and cause cancer, no matter what form they come in.

“That’s why it’s crucial that the government’s age-of-sale legislation applies to all tobacco products. If implemented, this policy will be a vital step toward creating a smoke-free U.K., preventing future generations from ever becoming addicted to tobacco.”

“This 10-year-long study captures the shift in trends of noncigarette tobacco use and paints a concerning picture,” said Sarah Jackson, lead author of the study. “Although rates of cigarette smoking have fallen, our data show there has been a sharp rise in use of other smoked tobacco products, particularly among young people.

“It’s vital that smoking cessation services are adequately funded and available across the U.K. so that the around 772,800 people who use noncigarette tobacco products, and the millions who use cigarettes, are given the support they need to quit.”

March 7, 2024

Sindh Bans Shisha and E-cigs in Public

The government of Sindh, Pakistan, has banned the use of shisha and e-cigarettes in public places. The government directed authorities to implement the Prohibition of Smoking and Protection of Nonsmokers Health Ordinance 2002.

The ban includes hotels, restaurants, parks, cafes and picnic areas; however, the ordinance is not being implemented in “true and spirit,” according to Pakistan Today.

The health department has directed authorities to “take relevant action against the violators” of the ban.

February 28, 2024

Zimbabwean Shisha Production Set to Triple

Zimbabwe is poised to produce more than 800 million kg of shisha tobacco this season, reports The Herald, citing statistics from the Tobacco Industry and Marketing Board.

According to the regulator, tobacco growers have planted 407 hectares of the crop this year, marking a 270 percent increase over last year’s hectarage.

Cavendish Lloyd, the only registered shisha tobacco contractor in Zimbabwe, expects better quality and yields this year as growers had gained experience and put into practice last year’s recommendations from buyers.

A company representative said he anticipated yields of between 2,000 kg and 2,300 kg per hectare.

Derived from imported seed varieties, the shisha flue-cured tobacco requires different agronomic practices than Zimbabwe’s traditional flue-cured crop.

The shisha tobacco is characterized by low nicotine levels (below 1 percent) and high sugar levels (above 25 percent). To achieve the lower nicotine levels, farmers grow 3,000 plants per hectare—double the number that is typical for Zimbabwe’s traditional flue-cured crop. The density ensures the plant competes more fiercely for nutrients, which in turn reduces nicotine levels.

In its inaugural year of commercial production (2023), shisha tobacco farmers earned an average of $3.15 per kilogram.

Tobacco Reporter profiled Cavendish Lloyd’s Zimbabwean shisha operations in its May 2022 print edition (see “Great Expectations”).

February 27, 2024

‘Hookah Suppliers Skipping Warnings”

A new study from the Boston University School of Public Health (BUSPH) shows that only half of hookah packages assessed included required nicotine warnings two years after a national requirement to do so took effect in the United States.

In August 2018, the U.S. Food and Drug Administration mandated that all hookah manufacturers include a nicotine warning on their packaging to communicate the harms of the tobacco in their products.

Published in the journal JAMA Network Open, the study found that only three brands out of 33 brands assessed were 100 percent compliant with all warning label requirements, which mandated a range of placement and formatting elements.

The study is the first to examine this compliance with warning requirements on hookah packaging in the country.

Hookah tobacco smoke contains many of the same harmful components found in cigarette smoke, including nicotine, tar, heavy metals and carbon monoxide. But people who smoke hookah may inhale as much as 70 times more tar and 11 times more carbon monoxide from water pipes than from cigarettes, due in part to the length of hookah smoking sessions, which typically last at least one hour. These toxic exposures can increase hookah smokers’ risk of developing cancers, heart disease, respiratory issues, and blood pressure complications, according to the FDA and Centers for Disease Control and Prevention.

“We know that warnings are an effective way to communicate to people the harms associated with smoking all types of tobacco, but to be effective, they must exist to begin with,” says study lead and corresponding author Jennifer Ross, associate professor of health law, policy and management at BUSPH, in a statement. “We hope this study will bring attention to the low levels of compliance among hookah manufacturers so that additional action can be taken to increase compliance. We also hope that these findings will lead to efforts to further increase the impact of warnings for hookah, such as implementing more warnings and in more locations to increase people’s exposure to the warning labels.”

“Young people often have misperceptions about the dangers of smoking tobacco in a hookah, such as thinking that the water in the waterpipe ‘purifies’ the tobacco, which is not true,” Ross says.

For the study, Ross and colleagues from Wake Forest University School of Medicine and East Carolina University identified all hookah brands available for online purchase in 2020—a total of 66. They narrowed their analysis to 33 brands, including a total of 181 packages, based on a combination of highest product prevalence and random selection.

The team found that 97, or about half, of the observed packages had the required nicotine warning statement. Of the 33 brands in the sample, 10 of them included no nicotine warnings on their packages at all. Among the packages with nicotine warnings, nearly one-third did not display the warnings in the area of the packaging that the FDA required (on the front, or on the top and back). Similarly, nearly one-third of hookah packages with the warnings did not adhere to the FDA’s style and formatting requirements for the labels.

“This is the first study to assess compliance with the federal law on hookah warnings, and our results show that many brands are not in compliance,” says study senior author Erin Sutfin, professor of social sciences and health policy at Wake Forest University School of Medicine. “The ultimate goal of warnings is to provide information about health harms of product use directly to consumers so they can make informed decisions. We hope these findings are useful to the FDA and will promote enforcement action against noncompliant companies.”

February 14, 2024

Zimbabwe: Commercial Shisha Hectars Increase

Zimbabwe’s shisha flue-cured tobacco commercial production increased 270 percent to 407 hectares this season, according to Tobacco Industry and Marketing Board (TIMB) statistics, reports The Herald.

Last year, 101,559 kg of shisha were marketed at an average of $3.15 per kilogram. It reached a high price of $5.40 per kilogram.

Currently, Cavendish Lloyd is the only TIMB registered and licensed shisha merchant.

“Consideration of the dreaded El Nino weather pattern led to farmers planting 407 hectares, a figure less than the planned over 500 this season,” said Tinashe Mukadzambo, Cavendish Lloyd CEO. “In our maiden commercial season last year, we did 110 hectares from 10 commercial growers.”

More commercial, semi-commercial and small-scale growers, in addition to the 10 commercial growers, were added this year, said Mukadzambo.

Tobacco Reporter profiled Cavendish Lloyd’s operations in its May 2022 print edition (see “Great Expectations”).

January 18, 2024

Oman Bans Shisha and Vaping Products

The chairman of the Consumer Protection Authority states that a fine of up to OMR2,000 ($5,196) for multiple violations will be imposed on anyone who trades in e-cigarettes, shisha, and their accessories in the Sultanate of Oman.

His Excellency Sulayem bin Ali Al-Hakmani issued Ministerial decision No. 756/2023 on Sunday, January 7, 2024, creating the ban, according to media reports.

Article One stipulates that the circulation of e-cigarettes, shisha, and their accessories is prohibited.

Article Two states that, “without prejudice to the penal penalties stipulated in the aforementioned Consumer Protection Law, an administrative fine not exceeding OMR1,000 shall be imposed on anyone who violates the provisions of this decision, and the fine shall be doubled in the event of a repeat violation.

“If this violation continues, an administrative fine of OMR 50 will be imposed for each day that the violation continues, provided that its total does not exceed OMR 2,000. The seized quantities of electronic cigarettes, shishas, and their accessories will be destroyed in accordance with the controls in force at the Consumer Protection Authority.”

The new bill also repealed an earlier Resolution (No. 698/2015), as well as any laws or rules that contravene the current resolution or conflict with its provisions.

It also stipulates that the decision “shall be published in the Official Gazette, and shall be effective from the day following the date of its publication.”

January 8, 2024

A Heady Mixture

AIR Global is revolutionizing shisha smoking with a mixture of technology and tradition.

By George Gay

As anybody who has tried it will be aware, dabbling with tradition is usually fraught, but it can be done successfully provided the rituals of the tradition remain largely the same and any changes introduced are aimed exclusively at improving the experience of taking part in the traditional activity. This idea came to mind while taking part in a Q&A with Ronan Barry, chief corporate and regulatory affairs officer at Advanced Inhalation Rituals Global (AIR Global), because the focus at one point turned to the company’s latest product, OOKA, which Barry described as the “future of shisha.”

Tobacco Reporter: Can you describe what sets OOKA apart and the philosophy behind it?

Ronan Barry: With OOKA, we’ve successfully blended the rich traditions of shisha with cutting-edge technology, offering a shisha experience like no other. Our philosophy at AIR Global revolves around pushing the boundaries of traditional shisha experiences, with a particular focus on reducing toxicants in shisha aerosol while delivering cleaner, more consistent and higher quality inhalation rituals.

Before you go into the details of OOKA, could you briefly describe traditional shisha consumption?

Traditionally, flavored shisha involves the heating of the shisha mixture rather than burning, setting it apart from combustible tobacco products. Shisha itself is a moist mixture comprised primarily of glycerin and fructose and a relatively small amount of tobacco. The mixture heats to a temperature of about 200 degrees Celsius, creating vapor that is fundamentally different from tobacco smoke. However, the conventional heat source is charcoal, which does burn and emits toxicants such as carbon monoxide. These emissions can, depending on how the shisha is set up, penetrate the waterpipe device and also pollute indoor environments.

But your new product is different?

Very much so. Our latest innovation, OOKA, introduces a revolutionary concept. It is the world’s first pod-based, charcoal-free shisha device, which heats the molasses in a micro-oven powered by a rechargeable battery. Its innovative heating element, in collaboration with an integrated microchip, heats the shisha to its optimal temperature. This ensures users enjoy a consistent and pleasurable experience, drawing a parallel to the precision that coffee enthusiasts seek in achieving the perfect brew. Importantly, OOKA’s innovative design brings the traditional shisha ritual into the modern era by removing the need for charcoal to heat the shisha and, in turn, removing charcoal “smoke” from the experience. As such, OOKA provides the cleanest shisha experience available for both users and the environment. It offers, on average, a 94 percent reduction in a range of harmful chemicals and nondetectable levels of carbon monoxide.

Are there other advantages?

Certainly. The new system eliminates any inconvenience of preparation, ash and mess. It reduces the preparation time to five minutes—four times faster than conventional waterpipe devices on the market. The pods contain the prepared shisha, and OOKA’s smart technology monitoring system checks the temperature 25 times per second before it passes through the water for inhalation. This offers consumers the ease of a lounge experience at home at a drastically reduced price.

Would you describe your company briefly?

AIR Global, which was founded in 1999, is majority owned by London-based private equity firm Kingsway Capital. We are headquartered in Dubai, United Arab Emirates (UAE), with offices in the U.S., U.K., the UAE, [the] KSA [Kingdom of Saudi Arabia], India, Poland and Germany, and factories in Ajman, [the] UAE and Poland. Reinhard Mieck is the CEO of AIR Global, which he joined in May 2021, bringing with him a wealth of experience from a 19-year career in FMCG and nine years in the luxury industry.

Is AIR Global a profitable company?

Yes. Our growth over the years is a testament to our commitment to innovation, product quality and customer satisfaction. Partly by expanding our customer base to more than 100 countries today, we have consistently outperformed the market. We are currently the leading company in the global shisha market, with 47 percent market share. Beyond our current success, we envision significant long-term growth, reflecting the promising future of the entire shisha category. Presently, the global shisha market is valued at $19 billion, and by 2026, it is forecasted to rise to $22 billion, underscoring the potential for continued expansion and innovation.

Our philosophy at AIR Global revolves around pushing the boundaries of traditional shisha experiences, with a particular focus on reducing toxicants in shisha aerosol while delivering cleaner, more consistent and higher quality inhalation rituals.

Ronan Barry, chief corporate and regulatory affairs officer, AIR Global

What products do you offer beyond OOKA?

The most significant is Al Fakher, the world’s leading brand of shisha molasses. We have recently launched Shisha Kartel, the fastest-growing shisha brand in Europe, and we offer Zodiac, which is a non-nicotine, nontobacco tea-based product. Our influence extends to various aspects of the shisha industry, and through our online platforms, such as Hookah-Shisha.com in the U.S. and Shisha World in Europe, we sell a range of shisha devices and accessories. In particular, we promote the use of heat management devices in place of aluminum foil in the setup of a shisha session to deliver a cleaner shisha cloud with minimal toxins to every consumer.

Where, geographically, does AIR Global currently sell its products? Is that geographical spread increasing or decreasing?

AIR Global currently sells its products in more than 100 countries, showcasing our global reach and commitment to serving diverse communities. While the Middle East, the United States, Europe and Africa are our largest markets, our presence continues to expand.

Are AIR Global’s volumes increasing or decreasing, and is this increase or decrease driven by particular markets?

Our sales volumes have been on an upward path, reflecting the appeal of our innovative products such as OOKA. The launch of OOKA made a significant impact, with its charcoal-free and smoke-free design. In fact, OOKA achieved remarkable success in the UAE, where it quickly sold out within a month of launching due to its unique appeal. Our dedication to innovation and product quality continues to drive growth and customer satisfaction in various markets.

Are consumer preferences changing, especially perhaps in respect of shisha flavors?

Consumer preferences are evolving in respect of shisha, and our commitment to staying ahead of these preferences ensures that we continue to provide an exciting and evolving range of shisha flavors to satisfy our customers. Shisha enthusiasts today have a growing appetite for a wider range of flavors and experiences. This has driven us to expand our flavor offerings and introduce innovative options that cater to diverse tastes, such as Zodiac nicotine-free tea-based shisha flavors, which come in both the traditional shisha format as well as in pods designed for the OOKA system, making this shisha experience available to a wider audience. We anticipate substantial growth in the nicotine-free segment, similar to the trend toward alcohol-free beers, wines and spirits.

How does the regulatory landscape for shisha look?

The fundamental differences between shisha and other tobacco and nicotine products are increasingly appreciated by regulators. Recently, the state of California prohibited all flavored tobacco and nicotine products but created a specific exemption for shisha. The reasons for this were the social and cultural importance of shisha as well as the fact that it is not conducive to youth use and tends to be consumed occasionally rather than compulsively. The global average consumption frequency among regular shisha users is two sessions per week.

Do you have any idea of the age profile of shisha users?

External sources, such as data published by the CDC [Centers for Disease Control and Prevention] and FDA [Food and Drug Administration] annually in the United States, demonstrate that shisha is very much an adult-oriented pastime. For several years now, the rate of experimentation by minors with shisha has been in the low single digits and the lowest among tobacco and nicotine products. This is not surprising as shisha is a time-consuming ritual, usually enjoyed in social settings, and cannot be consumed inconspicuously or on the go.

Why do people consume shisha?

People consume shisha for various reasons, making it a multifaceted experience. Shisha is often a cultural and social ritual that brings people together. It serves as a means of relaxation, enjoyment of diverse flavors and a platform for engaging in conversations with friends and family. The rich heritage and centuries-old tradition associated with shisha contribute to its appeal, fostering a sense of connection and shared experience among enthusiasts.

Given the often strongly social aspects of shisha consumption, did the pandemic have a negative effect on sales?

Yes and no. On the one hand, social engagement was limited during the pandemic; shisha bars were closed in many countries, and that did have an impact. On the other hand, border closures had the effect of substantially cutting down smuggling, which was a boon to legally operating businesses and mitigated some of the negative impacts of the pandemic.

Are counterfeit products a major problem in respect of shisha markets?

Counterfeit products can be a concern in the shisha market, and we take this issue very seriously. The production of counterfeit shisha products creates multiple risks to consumers and can tarnish the reputation of legitimate manufacturers. We are committed to addressing this problem through a multifaceted approach to protect the health and safety of end users and uphold industry standards. For instance, the OOKA pod system incorporates patent-protected smart technology and a counterfeit-resistant design. It uses RFID [radio-frequency identification] technology for heating profiles, an NFC [near-field communication] chip to ensure only AIR Global-approved pods work with OOKA, 128-bit AES [advanced encryption standard] encryption to prevent counterfeit pods from functioning, and microchips for traceability.

How is shisha taxed relative to other tobacco products, and do taxation levels play any part in exacerbating the illegal trade?

Shisha is often unfairly taxed in relation to other tobacco products because of the outdated approach of taxation based on weight. This practice fails to consider the unique characteristics of shisha, which include a significantly lower presence of tobacco and toxicants compared to combusted tobacco. Shisha should be classified as a distinct category with its own taxation framework that doesn’t penalize the weight of nontobacco ingredients in the product. Adopting a more considered taxation system that aligns with the nature of shisha would not only protect consumers from unfair taxation but would also help address the issues of black market and counterfeit shisha products, ensuring the health and safety of end users while preserving government revenue.

Finally, are there going to be any major changes to AIR Global or the way it operates in the near future?

As a forward-looking company, we are continually exploring opportunities for growth and innovation. Our commitment remains unchanged—to deliver the highest quality products and services to our customers. Our focus continues to be on pushing the boundaries of the shisha experience, ensuring that we stay at the forefront of the industry and continue to offer unparalleled shisha experiences.

George Gay is Tobacco Reporter’s European editor, but his territory spans the globe. Based in London, George has covered the tobacco industry since 1982, initially for a U.K.-based publication and since 2004 for Tobacco Reporter. George’s understanding of industry issues, combined with his keen sense of observation and dry wit, have earned him a loyal following among Tobacco Reporter’s readers.

November 1, 2023

Istanbul Bans Public Shisha Smoking

Istanbul has banned shisha smoking in public places in order to mitigate risks of forest fires and other potential hazards, reports Xinhua News.

“Smoking shisha will be strictly prohibited in various locations, including beaches, forests, recreational areas and parks throughout Istanbul,” wrote Governor Davut Gul on Twitter. “However, it is important to note that licensed shisha lounges operating outside of these designated areas are not affected by this ban.”

July 6, 2023

Tag: Shisha

AIR Global is revolutionizing shisha smoking with a mixture of technology and tradition.