As with many things in Saudi Arabia, consumer behavior has dramatically transformed over the last decade. Christian Akiki, Managing Director of Philip Morris Saudi Arabia Trading, an affiliate of Philip Morris International observes today's Saudi consumer as being more digitally connected, globally aware, and attuned to international market developments.

Akiki notes that a newfound heightened awareness has led Saudi consumers to be more open to new experiences and better capable of influencing market trends.

They increasingly seek authentic and balanced relationships with brands and are more vocal about their level of satisfaction, prompting companies to listen attentively and respond to their expectations with respect and transparency.

He believes the success of any brand in the Saudi market depends on its ability to truly understand consumer needs and deliver the experience they expect, while communicating with clarity.

This philosophy, Akiki explains, is perfectly aligned with PMI’s global strategy over the past decade, which has driven innovation in smoke-free products such as IQOS devices, nicotine pouches, and e-cigarettes.

These advanced products are now an integral part of the Saudi market, reflecting the nation’s broader transformation and technological evolution.

Furthermore, increased awareness amongst Saudi consumers, paired with their continuous exposure to international experiences in markets like Japan and Italy, cultivates more willingness to explore smoking alternatives and to be active participants in this transformation journey.

Akiki stresses that PMI's vision for a smoke-free future is intrinsically linked to close cooperation with regulatory authorities. Meaningful progress, he asserts, simply cannot be achieved without strong regulatory partnerships.

He particularly appreciates the openness of Saudi ministries and agencies, especially the Saudi Food and Drug Authority (SFDA), to engage in discussions grounded in science and research.

The Kingdom's openness to scientifically backed smoke-free alternatives was evident in the launch of nicotine pouches by Badael - a PIF company - two years ago.

Akiki believes that alignment between industry and regulators creates a shared platform to advance the smoke-free transition.

The most important next step, he emphasizes, is to transparently transfer scientific knowledge to consumers, empowering them to make informed decisions based on reliable data rather than assumptions.

The role local talent plays in PMI’s success in the Saudi market cannot be overstated, Akiki highlights, noting that strategies effective in other markets, such as Japan, may not necessarily resonate the same way in Saudi Arabia.

Local teams are essential in understanding and interpreting the unique needs and preferences of Saudi consumers. Saudi Arabia’s advanced technological infrastructure also provides a key advantage, allowing the company to engage with consumers through modern and effective channels, using innovative approaches to share information about healthier alternatives.

Akiki believes this Saudi ecosystem, consisting of informed consumers, supportive regulators, and the SFDA, creates an ideal environment for science-based dialogue, with initiatives that succeed here often becoming strong indicators of global viability.

In conclusion, Akiki explains that PMI's strategy in Saudi Arabia is built upon a deep understanding that Saudi consumers are increasingly informed and open to digital experiences and healthier alternatives, making direct and transparent engagement paramount.

He says the company's success hinges on its ability to understand these evolving consumer needs and deliver a seamless experience. This, he adds, is critically supported by collaboration with regulatory bodies to ensure accurate scientific communication and foster the transition to less harmful alternatives.

Innovation and technology remain central to PMI’s approach, enabling the company to deliver advanced products in alignment with Saudi Vision 2030, while continuous investment in local talent empowers the company to effectively navigate the Kingdom’s rich cultural and geographic diversity.