Philip Morris Saudi Arabia: A strategy for transitioning to a smoke-free future
Christian Akiki, General Manager of Philip Morris International (PMI) in Saudi Arabia, affirmed that the Saudi market is undergoing fundamental transformations driven by evolving consumer behavior and a developing regulatory environment, thus bolstering the company's efforts towards achieving a "smoke-free future." This transformation comes at a time when the Kingdom is experiencing significant economic and social development under Vision 2030, which aims to improve quality of life and adopt the latest global technologies.
A radical shift in consumer behavior in the digital age
Aqiqi explained that consumer behavior in the Kingdom has witnessed a remarkable evolution over the past decade, with Saudi consumers becoming among the most digitally connected in the region. This digital openness has made consumers more aware of global market trends and more receptive to new experiences, empowering them to directly influence market direction. He noted that today's consumers seek a balanced and transparent relationship with brands and clearly express their satisfaction levels, making it imperative for companies to listen to their aspirations and realistically address them.
Global context and the importance of smoking alternatives
In the context of global transformations in the tobacco sector, Aqiqi pointed out that the success of any brand in the Saudi market depends on providing a comprehensive user experience built on transparency. This strategy aligns with the global direction of Philip Morris, which has been leading a radical shift towards innovation in smoke-free products for over a decade. These products include tobacco heating devices (such as IQOS), nicotine pouches, and e-cigarettes, which have become part of the consumer landscape in the Kingdom, in line with the modern technological trends adopted by the country.
Partnership with regulatory bodies: a key pillar
Aqiqi emphasized that close cooperation with regulatory bodies is the cornerstone of the transition towards reducing the harms of smoking. He commended the openness of Saudi ministries and agencies, particularly the Saudi Food and Drug Authority, to constructive scientific discussions. This cooperation was clearly demonstrated in the launch last year by the "Badail" company of nicotine patch products, a step reflecting the alignment between the private sector and the Saudi legislature to provide scientifically proven alternatives that are less harmful to adult smokers who do not wish to quit permanently.
The role of national cadres and infrastructure
Aqiqi concluded by emphasizing the pivotal role of local Saudi talent in the company's strategic success, noting that understanding the unique characteristics of the Saudi market requires national expertise capable of grasping the needs of the local consumer. He explained that what succeeds in global markets like Japan may need to be adapted to suit the local culture. He also highlighted the Kingdom's advanced technological infrastructure, which provides an ideal environment for effective communication with consumers and the dissemination of scientifically based awareness, asserting that the success of innovative initiatives in Saudi Arabia is a strong indicator of their potential for international success.
