BAT: Accelerating Smokeless Transition, with MENA as a Global Strategic Focus

Key Points:

·British American Tobacco plays a key role in the transformation of smokeless products in the Middle East and North Africa (MENA) region. 

·Through the promotion of scientific research and regulations, harm reduction in tobacco has become a possibility in the MENA region. 

·Surveys indicate that the majority of consumers in the MENA region are willing to choose low-risk tobacco alternatives.

According to a report from Middle East Trade News, British American Tobacco (BAT) is rapidly advancing its transition towards a smoke-free future, with the Middle East and North Africa (MENA) region playing a central role in this process.

According to Alexandre Ghanem, the Middle East and North Africa Manager for British American Tobacco, the company is striving to achieve harm reduction in tobacco by introducing lower-risk smokeless products as part of their Tobacco Harm Reduction (THR) plan.

He pointed out that the MENA region plays a strategic role in the global strategy of British American Tobacco, and is crucial in their transformation journey. Due to positive responses from science, regulations, and consumers, more and more smokers in the region are switching to lower-risk products. The company plans to offer high-quality, scientifically proven low-risk nicotine replacement products for adult smokers.

Support from science and regulations is the foundation of British American Tobacco's innovation strategy. Gahanem stated that the company's global innovation center is driving innovation through cutting-edge work by over 1,750 research and development experts. The company invests over £300 million (US$400 million) annually in research and development and has introduced a range of smoke-free products, including the VELO brand of nicotine pouches launched in the United Arab Emirates.

Ganim stated that misconceptions about nicotine and smoke-free products remain a significant global challenge, as many mistakenly believe that all smoke-free alternatives are as harmful as traditional tobacco products. However, authoritative public health organizations have clearly stated that while nicotine vaporization is not risk-free, it is less harmful than smoking.

BAT reaffirms its commitment to the MENA region: through smoke-free products and talent development programs, the company aims to create a "smoke-free Middle East." Dubai has been chosen as the headquarters for its Asia Pacific, Middle East, and West Africa region to drive economic growth and talent development.

According to local research, 7.8% of UAE consumers are currently using non-combustible products, with as many as 83% of those surveyed expressing willingness to switch to these lower-risk products. This aligns with the increasing consumer demand, indicating a positive attitude towards low-risk alternatives in the region.