Introduction
The last decade has seen a huge reversal in the world of smoking. Smokers are searching for cleaner, more intelligent options, and many are finding them in IQOS, a heated tobacco system by Philip Morris International (PMI). Unlike regular cigarettes, Iqos heats tobacco rather than burns it, delivering a more intense smoking experience and a stronger nicotine kick without the noxious smoke and tar odour.
Although IQOS has taken off worldwide, it has been particularly popular in the Middle East — in countries such as the UAE, Saudi Arabia, and Egypt. From cultural cachet to regulatory benefits, IQOS has become a leading choice for adult smokers in the market.
But how did this shift begin? And why is IQOS the company’s most popular product in the Middle East? Let’s break it down.
What is IQOS?
The term IQOS stands for “I Quit Ordinary Smoking.” It is a revolutionary new tobacco product that is capable of heating, rather than burning, a specially formulated tobacco stick to approximately 350°C. This process provides a true tobacco taste and less chemical exposure vs traditional cigarette smoke.
A Brief History of IQOS
IQOS was created by PMI as part of their efforts to reduce smoking and move toward a “smoke-free future”.
As opposed to vaping that utilises e-liquids, IQOS provides a familiar tobacco flavor by heating real tobacco, minus the burning, ash and lingering smell of cigarettes.
In other words, IQOS was developed as an option for adult smokers who wanted to move away from traditional cigarettes, but were not yet ready to migrate to vaping.
The Initial Phase of IQOS in International Markets
IQOS first launched in Japan and Italy in 2014.
“They were chosen to gauge consumer reaction, and the reaction was better than expected.”
In Japan, where vaping is restricted by law, IQOS soon had a huge share of the tobacco market.
Global Rollout
After seeing success in early markets, PMI launched IQOS in Europe, Asia and North America, and updated the device as the company received feedback. Consumers flocked to the cleaner experience with less-smelly aftermath that IQOS offered; suddenly, smoking became something else entirely.
Middle East Market Entry
Staggered rollout in UAE, Egypt and Saudi Arabia
The Middle East was one of the first markets for IQOS, following its launch worldwide. Countries such as the UAE and Egypt were early adopters and were quickly enabled by local partnerships and retail networks. PMI worked with key distributors such as Abdullah Al Hussaini to help it enter markets and comply with the law.
How It Gained Traction
In places such as Dubai, IQOS very quickly became a hit due to its modern design, mild scent and unobtrusive use, perfect for modern lifestyles.
An early success was creating a buzz with:
- Word-of-mouth
- Strategic promotion
- Exposure in luxury boutiques
Marketing also stressed that IQOS releases no smoke, in harmony with Islamic tenets in countries where smoking is discouraged in public or at home.
The Main Drivers of IQOS Popularity in the Middle East
Cultural Compatibility
In traditional and family-focused societies, products that do not generate smoke or strong odors are inherently more acceptable.
“The IQOS experience“ Even though that sounds a bit like some punk with a chain through his nose, ‘the most advanced smokeless cigarette yet’ fits perfectly into a socially responsible setting such as a family home, office or coffee shop.
Smoke-Free Public Spaces
With more and more limited indoor smoking — in malls, air-conditioned places, in hotels — IQOS is becoming a less invasive legal solution for adult smokers in many places.
Modern Lifestyle Appeal
With cities like Dubai, Riyadh and Doha pushing for modernisation and living that prioritises wellness, the consumer seeks cleaner alternatives. IQOS fits the bill for these evolving lifestyle pickings.
Supportive Retail Ecosystem
Retailers and online service providers such as:
- Terea Zone
- Terea Heets Dubai
- All Heets Dubai
…have made the IQOS and accessories accessible with quick delivery to all cities in the UAE with the aid of product training and service to consumers.
Government Regulations and Acceptance
Legal Framework
- UAE: IQOS is legal and taxed under federal tobacco laws. It’s only sold and imported by licensed distributors.
- Saudi Arabia & Qatar: You can find IQOS, but remember each country has its own import laws and tobacco tax policy.
- Egypt: IQOS was launched in the country alongside local partners based on the government’s more general anti-smoking aims.
Health Classification
IQOS is considered a tobacco harm reduction product in some countries, but its long-term effects are still being assessed.
Yet it has been recognised as a safer alternative for adult smokers than traditional cigarettes.
Most Common IQOS Devices in the Region
Several versions of IQOS have, over the years, become popular in the Middle East, particularly among urban professionals, frequent flyers and health-conscious adults.
Most Used Models
The popularity of the IQOS ILUMA series in the region can be attributed to its stylish design and improved functionality.
The most popular models include:
- IQOS ILUMA I: The baseline model that utilises induction heating and requires no cleaning.
- IQOS ILUMA I Prime: A signature edition with leather or fabric wrap for a more tactile touch.
- IQOS ILUMA I ONE: A portable all-in-one version designed for use on the go.
Consumer Preferences
Middle Eastern customers prefer refined colours such as:
Fresh deals with:
- Pack deals of multiple TEREA packs
- Travel chargers
- Cases
These become quite popular, especially during:
- Ramadan offers
- UAE National Day
- Other seasonal deals
TEREA Stick Availability
The TEREA tobacco sticks, made specifically for the ILUMA collection, can be found in:
- UAE
- KSA
- Egypt
Popular flavors include:
- TEREA Smooth Regular – Milder and tastes more like one traditionally bought with cigarettes
- TEREA Mint – Fresh and cool
- TEREA Purple Wave – A fruitier, berry taste popular with younger smokers
Online retailers such as Terea Zone have fast shipping and new flavor stock for these variations, so repeat orders are easy and trustworthy.
How a U.S. Tobacco Giant Helped Shift Saudi Smoking Laws After 28 Years
IQOS was not just a new device; it was a new state of mind. The introduction of IQOS led to a marked change in the behaviour of smokers in the area.
From Cigarettes to Heat-Not-Burn
A lot of adult smokers switched from cigarettes to IQOS because it:
- Smells less
- Doesn’t create ash
- Causes less indoor air pollution
IQOS has already been adopted as the preferred option at:
- Home
- In the car
Where people transport others and commonly share the space, especially so in Lebanon.
Health-Conscious and Young Adult Appeal
As wellness culture and healthy living catch on in cities like Dubai and Riyadh, the vast majority of these consumers choose less harmful alternatives to cigarettes because they believe they may pose less risk to their health.
IQOS cashed in on this segment with:
- Minimalist design
- Tech-heavy branding
- Guilt-free positioning
Obstacles IQOS Needs to Overcome in the Middle East
Regulatory Hurdles
Tobacco imports, advertising, and sales are subject to different individual laws in each country.
In a number of markets, regulatory uncertainty or delayed approval timing delayed the launch of IQOS.
Public Misunderstanding
There remains confusion among consumers and policymakers about what exactly heated tobacco products are, and if they are indeed safer than smoking cigarettes.
Public health officials are wary, and in a few nations, media reports on IQOS have contained erroneous statements.
IQOS ILUMA Prime Kit Review 2025: Premium Design Meets Advanced Heating Tech
Competition from Other Alternatives
The I.Q.O.S. competes with:
- E-cigarettes
- Pod systems
- Nicotine pouches
Many of which are less expensive and come in a greater variety of flavors.
Even so, IQOS enjoys a dedicated following for its genuine tobacco satisfaction and sleek style.
Role of E-Commerce and Online Retailers in Market Growth
Widespread Access Across the Middle East
E-commerce has been instrumental in ensuring IQOS is widely available in the Middle East.
Digital-First Growth
Online platforms such as:
- Terea Zone
- Terea Heets Dubai
- All Heets Dubai
…are accessible at the click of a button, allowing users to:
- Browse
- Compare
- Buy IQOS products in the comfort of their own home
Delivery features include:
- Same-day or next-day delivery in large cities such as Dubai, Abu Dhabi, Riyadh, and Jeddah
- COD and online payment
- Chat and WhatsApp customer service
The Future of IQOS in the Middle East
IQOS isn’t just a fad; it’s a lifestyle change.
What’s Coming in 2025 and Beyond?
- New ILUMA iterations could follow, with even smarter temperature controls and a longer battery life
- Additional TEREA stick flavors that cater to regional tastes, such as cardamom, rose, or Arabic coffee-based concoctions
TEREA stick flavors
Regional Expansion Plans
PMI will likely strengthen its efforts further in local marketing and distribution collaborations by expanding into:
- Oman
- Kuwait
- Bahrain
We may also witness PMI lobby for increased regulatory acknowledgment of IQOS as a harm-reduction product—an argument that has already garnered approval in the UK and Japan, among other countries.
Conclusion
As a technical invention, it has provided the smoker a cleaner, more discreet and socially acceptable counterpart to the cigarette.
Regulatory hurdles and rivals notwithstanding, IQOS remains the leader in the region, propelled by robust marketing, extensive retailing backing, and maturing consumer confidence.
IQOS is not just a tobacco device anymore — it’s a culture, a lifestyle.
Best Place to Buy Electronic Cigarettes in Dubai | Vape Shop UAE
FAQ
Is IQOS legal in the UAE?
So yes. IQOS is legal under UAE federal law.
Which place is the best to buy IQOS and TEREA sticks in Dubai?
You can purchase from certified sellers and online stores such as Terea Zone with fast delivery.
Does IQOS smell? Is it like cigarettes?
No. IQOS emits much less smell and no smoke, so it is also more discreet.
