12/03/2025
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12/03/2025
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KUWAIT CITY, March 12: An experiential destination, Levels is known for curating immersive events that celebrate local culture, creativity, and entrepreneurship. It brings together a mix of independent brands, culinary experiences, and interactive activations, offering a dynamic space for collaboration and expression. Furthermore, the venue serves as a platform for innovators and entrepreneurs to connect, creating a thriving community.
As part of its commitment to supporting local initiatives, Philip Morris International (PMI) played a key role in fostering this event, reinforcing its dedication to empowering homegrown talent and Kuwaiti-led efforts. By backing platforms like Levels, PMI continues to champion innovation, entrepreneurship, and cultural expression in Kuwait, providing opportunities for creative communities to flourish. In line with its vision for innovation, PMI also introduced an experiential booth at the event, allowing visitors to explore cutting-edge technology in products such as IQOS and gain insights into the science behind it.
At the event, Arab Times spoke with Ross Donovan, General Manager of Philip Morris Kuwait, about PMI’s vision for supporting local initiatives and its commitment to fostering meaningful collaborations that contribute to Kuwait’s evolving cultural and entrepreneurial landscape.
Ross Interview
AT: Let's start with the vision for your smoke-free products. Do you see them eventually replacing cigarettes?
Ross: Absolutely. Philip Morris has committed to creating a smoke-free world. There are about a billion smokers globally, and around a million in Kuwait. For those who would otherwise continue smoking, we aim to transition them to scientifically substantiated smoke-free products like IQOS and VEEV.
This is a huge shift for our company because for decades, Philip Morris was best known for traditional cigarettes. However, we invested heavily in developing alternatives that reduce harm while still delivering satisfaction to smokers. Our ultimate goal is to phase out cigarettes entirely.
AT: Do you think this transition is realistic?
Ross: Yes, and we've already made incredible progress. IQOS is now a bigger brand than Marlboro globally, available in over 95 countries.
We've spent years not only developing the technology but also educating consumers and regulators. The challenge is that smoking is deeply ingrained in culture and habits, so changing that takes time. But when we look at markets like Japan, where in some cities over 50% of smokers have switched to IQOS, we see that change is possible.
AT: Philip Morris is already successful with traditional cigarettes. Why push for this change?
Ross: Great question. Not many companies disrupt their own industry, but we chose to. A classic example is Kodak, which invented the digital camera but failed to embrace it, leading to its decline.
For decades, governments, regulators, and public health organizations have urged tobacco companies to create a better alternative. The problem was that technology didn’t exist—until now.
We invested billions in R&D, and now we have products that deliver nicotine satisfaction while eliminating combustion, which is the main cause of smoking-related diseases. So, rather than waiting for someone else to disrupt us, we chose to lead the change ourselves.
AT: Do you envision Philip Morris stopping cigarette production entirely in 10–20 years?
Ross: I certainly hope so. We’re working hard to make this transition as fast as possible. But it’s not just up to us—governments, regulators, and society all play a role.
One of the biggest challenges is misinformation. Some regulators treat IQOS and traditional cigarettes the same way, which slows adoption. If policymakers support alternatives that are scientifically proven to be less harmful, the transition can happen much faster.
AT: So your products are aimed at existing smokers rather than new users?
Ross: Exactly. We are not encouraging smoking—we are fighting it in our own way.
Our approach is very clear:
We do not market to non-smokers.
We do not market to young people.
We only target existing smokers who don’t want to quit but want a better alternative.
For example, when someone approaches our IQOS team, we ask two questions:
Are you 21 or older?
Are you a current smoker?
If the answer to either is no, we do not sell the product. We've done extensive research to ensure IQOS does not appeal to non-smokers.
AT: Is there scientific evidence that e-cigarettes are significantly less harmful than traditional cigarettes?
Ross: Yes. The harm from cigarettes comes from combustion—when tobacco burns, it produces thousands of toxic chemicals.
IQOS heats tobacco instead of burning it, eliminating combustion. Scientific studies show that IQOS reduces harmful chemicals by approximately 95% compared to cigarettes.
Now, to be clear, it is not 100% risk-free. The best choice is always to quit entirely, but for those who would otherwise continue smoking, switching to smoke-free alternatives is a better option.
AT: Do these products also benefit the environment?
Ross: Yes. For example, with our VEEV disposable vapes, we have 15 recycling points in Kuwait where consumers can return used vapes. These are recycled by EnviroServe, ensuring materials like metal and circuit boards don’t go to waste.
Also, carbon monoxide emissions from traditional cigarettes are eliminated with smoke-free alternatives, making them better for air quality.
Beyond products, we also take corporate responsibility seriously. We have organized beach cleanups, litter collection campaigns, and sustainability initiatives. Being a good corporate citizen is part of our mission.
AT: What percentage of your sales now come from smoke-free products?
Ross: In Q4 last year, over 40% of our global revenue came from IQOS, nicotine pouches, and other smoke-free products.
In Kuwait, the percentage is lower but growing rapidly. With the launch of IQOS Iluma, we saw a 50% increase in smoke-free revenue last year.
AT: Are some regions adopting this transition faster than others?
Ross: Yes. Japan was our first IQOS market a decade ago, and today, in some cities, IQOS holds over 50% market share.
Europe is also advancing, though adoption rates vary. Success depends on product availability, regulatory support, and consumer awareness. The better we communicate the health benefits, the more willing people are to switch.
AT: Cost is a major concern for consumers. Are there plans to reduce prices?
Ross: Good question. Like any new technology, initial costs are high—think about how expensive the first iPhones were.
We’ve already made price adjustments. For example, the TEREA sticks (used in IQOS) originally cost 1,000 per pack but were reduced to 800 per pack, making them cheaper than a pack of Marlboro.
Device prices also vary—some models start at 12 KD, while premium models go up to 28 KD. Over time, as with any technology, prices will likely decrease.
AT: Since launching in Kuwait, have you noticed changes in consumer behavior?
Ross: Definitely. I arrived in Kuwait in 2021, shortly after COVID restrictions started easing. Initially, we had to rely on digital education, but once we could engage directly with consumers, adoption increased significantly.
We've hosted events, partnered with coffee shops and shisha lounges, and visited diwaniyas to educate smokers. The more people understand the benefits of switching, the more they make the change.
AT: How long do IQOS devices last, and can the battery be replaced?
Ross: Like smartphones, IQOS devices use rechargeable batteries that degrade over time. After one to two years, performance may decline, and users might choose to replace the device.
While battery replacement isn't an option yet, we are exploring device recycling programs in some countries and may introduce them in Kuwait.
AT: Any final thoughts?
Ross: Our mission is to educate adult smokers about better alternatives to cigarettes. Everyone—including regulators, media, and society—has a role to play in this transition.
Ultimately, our goal is a smoke-free future, and we are committed to making that a reality as quickly as possible.
By Saeed Mahmoud Saleh
Arab Times Staff
