Saudi consumer awareness and regulatory collaboration bolster Philip Morris’ efforts toward a smoke-free future: Akiki
January 13, 2026 by saudigazette.com.sa
Saudi consumer awareness and regulatory collaboration bolster Philip Morris’ efforts toward a smoke-free future: Akiki
Christian Akiki, Managing Director of Philip Morris Saudi Arabia Trading, says that Saudi consumers are increasingly digitally connected, globally aware, and open to new experiences, influencing market trends. He notes that this shift aligns with Philip Morris International’s strategy of offering smoke‑free products like IQOS, nicotine pouches, and e‑cigarettes. Akiki emphasizes that achieving a smoke‑free future relies on close collaboration with Saudi regulators, especially the SFDA. He also highlights the importance of transparent communication with consumers and leveraging local talent to implement strategies effectively.
16.60% of the adult population are current smokers. There are approximately 4.2 million current smokers in Saudi Arabia 24.30% of men are current smokers but only 3.10% of women.
SOURCE: GSTHR
