21/01/2026
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21/01/2026
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KUWAIT CITY, Jan 20: Philip Morris is reaffirming its commitment to Kuwait as a central market in its smoke-free strategy, highlighting growing local interest in reduced-risk alternatives.
The company has maintained a long-standing presence in the country, which is home to approximately 1 million adult smokers, of whom around 70,000 have already switched to smoke-free options such as IQOS.
The initiative focuses on education and empowerment, providing adult smokers with accurate information to help them make informed decisions for their long-term health.
IQOS has a dedicated presence in Kuwait, staffed by trained experts who engage only with adult smokers who would otherwise continue smoking.
In 2025, Philip Morris introduced "IQOS ILUMA i" in Kuwait, which is its most advanced device to date. The product features a bladeless SMARTCORE Induction System™, Touch Screen, Pause Mode, and FlexPuff, offering a cleaner, more personalized experience.
IQOS devices generate, on average, 95 percent lower levels of harmful chemicals compared with conventional cigarettes. While not risk-free, they offer a significant reduction in exposure for adult smokers who do not quit.
The device features state-of-the-art technology designed to provide a cleaner, more personalized experience for adult smokers seeking alternatives to conventional cigarettes.
PMI’s presence at LEVELS, a dedicated space for IQOS users, focuses on education and empowerment, offering adults the information they need to make informed choices about their long-term health. The initiative reflects the company’s commitment to promoting smoke-free options and supporting public health in Kuwait.
Philip Morris International (PMI) continues to position itself as a global leader in smoke-free innovation, advancing its mission to create a smoke-free future while expanding its portfolio to include products beyond tobacco and nicotine.
Smoke-free products are now available in 100 markets worldwide. As of October 21, 2025, over 41 million adult consumers legally use PMI’s smoke-free products, many of whom have either quit cigarettes or significantly reduced their consumption. In the first nine months of 2025, smoke-free products accounted for 41 percent of PMI’s total net revenues.
Since 2008, PMI has invested more than $14 billion to develop, scientifically validate, and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, aiming to phase out the sale of cigarettes ultimately.
It is worth highlighting that the U.S. Food and Drug Administration (FDA) has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches, along with versions of PMI’s IQOS devices and consumables, which are the first authorizations of their kind in their respective categories. Some of these products have also received Modified Risk Tobacco Product (MRTP) status.
Beyond tobacco, PMI’s long-term ambition includes expanding into wellness and healthcare, with the goal of enhancing life through seamless health experiences. The company is committed to scientific transparency and collaboration, sharing its research with the global scientific community, governments, and regulators to gather feedback, meet regulatory standards, and provide clear visibility into its scientific findings and results.
Since 2008, PMI has published more than 541 peer-reviewed papers and book chapters, with its scientists regularly presenting their findings at international scientific forums and to regulatory authorities.
PMI reaffirmed its commitment to responsible communication and science, emphasizing that all its campaigns and activations are directed strictly at adults aged 21 and over, without targeting youth.
The company has developed world-class scientific assessment capabilities, including pre-clinical systems toxicology, clinical and behavioral research, and post-market studies. PMI’s long-term goal is the complete elimination of cigarette sales by offering scientifically validated alternatives for adults who would otherwise continue to smoke.
As part of its local engagement, PMI partnered with Kuwaiti designer Abrar Zenkawi to create limited-edition IQOS sleeves and accessories inspired by traditional heritage motifs, including Sadu weaving and desert-inspired color palettes. The collaboration reflects IQOS’s ‘Curious Minds’ philosophy, merging art, technology, and culture to create products that feel authentically Kuwaiti.
Globally, PMI’s smoke-free vision now reaches over 41 million adult users and demonstrates the company’s significant investment in innovation, design, and science-driven solutions to reduce the harm of smoking.
Below are details of the interview held with the General Manager of PMI in Kuwait, Ross Donovan:
Question: Are nicotine pouch products coming to Kuwait?
Answer: At present, Kuwait does not have specific regulations for nicotine pouches. However, other GCC countries are moving ahead, and we hope Kuwait will soon follow the lead of its neighbors and introduce a clear regulatory framework, so adult consumers can access these products safely and legally.
Q: What are the regulations like in other GCC countries?
A: The UAE introduced technical regulations for nicotine pouches effective July 2025. Bahrain has approved national technical standards, and Saudi Arabia allows product classification and evaluation by the authorities.
Q: Is IQOS risk-free?
A: No, IQOS is not risk-free. It contains nicotine, which is addictive. However, scientific studies show that IQOS emits, on average, 95 percent lower levels of harmful chemicals compared to cigarettes. The best choice is always to quit tobacco and nicotine entirely, but for adults who would otherwise continue smoking, switching completely to a scientifically substantiated smoke-free alternative can be a better option.
Q: What is PMI’s position on youth access and marketing?
A: Our products and communications are strictly for adults 21 and over. We have robust measures in place to prevent youth access, including age verification at points of sale and clear marketing guidelines. We do not target or appeal to youth in any of our activities.
Q: What about the price and affordability of IQOS in Kuwait?
A: We do not comment on specific pricing, but our goal is to make smoke-free alternatives accessible to adult smokers who would otherwise continue to smoke. Pricing is set in accordance with local regulations and market conditions.
Q: How does PMI ensure product safety and quality?
A: PMI has invested over $14 billion in research and development since 2008, building world-class scientific and quality assessment capabilities. All our products undergo rigorous testing for safety, quality, and performance before reaching consumers.
Q: What is PMI’s long-term vision for Kuwait?
A: We want Kuwait to be part of our global smoke-free transformation. Our ambition is to replace cigarettes with better alternatives for adults who would otherwise continue to smoke, and to support Kuwait’s public health goals through science-based innovation and responsible communication.
Q: Are there plans for more local collaborations or community initiatives?
A: We are always looking for ways to engage with and celebrate Kuwaiti culture. Our recent collaboration with Abrar Zenkawi is just one example. We look forward to exploring more partnerships that resonate with local communities and support our smoke-free vision.
By Saeed Mahmoud Saleh
Arab Times/Al-Seyassah Staff
