Lebanon is not usually the first country mentioned in global discussions around tobacco harm reduction. Yet in recent years it has quietly become the leading reference point in the Middle East for how tobacco alternatives can gain real traction in markets long dominated by cigarettes.

What makes Lebanon stand out is not aggressive regulation or top down policy intervention but consumer driven change.

In Beirut and other major cities nicotine pouches are now widely available over the counter. Beyond convenience stores they are increasingly sold in pharmacies a channel traditionally reserved for products viewed as legitimate alternatives rather than short term trends. For industry analysts and public health observers pharmacy distribution is widely seen as a clear signal that a category has moved beyond experimentation and into mainstream acceptance.

According to industry estimates roughly one thousand five hundred pharmacies across Lebanon currently stock nicotine pouches. In many cases they are the only nicotine products offered in these outlets. Pharmacists consistently report that the majority of customers are adult smokers actively looking for substitutes rather than new nicotine users.

This pattern strongly suggests that growth in the category is driven primarily by substitution rather than curiosity.

One of the earliest and most consistent drivers of this shift has been REBEL Nicotine Pouches which entered the Lebanese market approximately three years ago. While several competing brands appeared and later disappeared REBEL maintained a stable presence. Retailers and distributors often cite this consistency as a key factor in building long term trust and normalizing consumer demand.

More recently KRATOS a performance focused nicotine pouch brand launched in Europe in twenty twenty five has also entered the Lebanese market. Distributors view its arrival as further confirmation that the category has matured and entered a phase of broader adult adoption.

Both brands are developed and distributed internationally by Tobacco International Inc which operates across multiple European and international markets.

Lebanon’s experience differs markedly from that of neighboring Middle Eastern markets where regulatory frameworks often precede consumer adoption. In Lebanon tobacco alternatives entered the market under general consumer protection rules with health warnings in place but without excise taxes or flavor restrictions. This allowed demand to develop organically and at scale.

The result has been unusually high per capita adoption. When adjusted for population Lebanon now exceeds other Middle Eastern markets including the United Arab Emirates and Saudi Arabia in tobacco alternative consumption. This is a rare outcome for a country with deeply entrenched cigarette use and positions Lebanon as the regional leader in tobacco alternatives.

Pharmacists describe a consistent motivation among consumers which is to reduce cigarette consumption or avoid smoking in indoor and social environments. While tobacco alternatives are not risk free the absence of combustion places them on a different risk continuum than cigarettes a distinction that is increasingly reflected in international regulatory discussions.

The visibility of tobacco alternatives in Lebanon has also expanded beyond traditional retail. Products are now sold in duty free outlets at Beirut Rafic Hariri International Airport where competing brand CLEW has established a presence. Airport placement is commonly viewed as an indicator of regulatory confidence and compliance rather than pure sales volume.

Public health organizations are closely monitoring Lebanon. The Global Institute for Novel Nicotine has identified pharmacy distribution as one of the clearest indicators that tobacco alternatives are moving beyond fringe status.

Pharmacy distribution does not happen casually said Shem Baldeosingh Director of the Global Institute for Novel Nicotine. It reflects professional judgment about relative risk and sustained adult consumer demand particularly among smokers looking to move away from cigarettes.

For regulators Lebanon represents a case study rather than a template. Its relatively open regulatory environment may not be easily replicated elsewhere yet it raises important questions about whether consumer driven adoption combined with proportionate oversight can reduce smoking more effectively than restrictive measures alone.

Cigarettes continue to dominate Lebanon’s nicotine market. However the rapid normalization of tobacco alternatives particularly through pharmacies suggests that incremental change is underway. If current trends persist analysts point to the likelihood of gradual reductions in cigarette sales and smoking related health burdens over time.

In a region often characterized by regulatory caution Lebanon is offering a clear and closely watched signal of how tobacco alternatives may reshape adult consumer behavior across the Middle East and beyond.