New research reveals a significant decline in cigarette smoking and a substantial surge in shisha users over the past 12 months in the USA, Germany, Spain, Saudi Arabia, UAE and Iraq.
The data from AIR Global’s latest research in these markets has found cigarette smoking has decreased by a fifth (21 per cent), signalling a shift in preferences towards alternative options.
This decline aligns seamlessly with an increasing interest in shisha:
- An average of 18.5 per cent new users in 2023, contributing to the growth in the number of shisha users, which has now reached 20.8m
- This surge is predicted to drive the industry towards 24.6m shisha users in 2024, an increase of 18.27 per cent, and 32.3m shisha users by 2026, reflecting an increase of 55.28 per cent
- The global shisha market, currently valued at $19bn, is projected to expand to $22bn per cent by 2026
Shisha market growth
This surge in demand for shisha is fuelled by a growing appetite for more innovative and cleaner products.
OOKA, launched last year by AIR Global, is the world’s first charcoal-free, pod-based shisha device.
It eliminates carbon monoxide production and offers a 94 per cent reduction in harmful chemicals, making it a reduced-risk product for users and the environment.
The success of OOKA since its launch in UAE in May 2023 is evident, with the first devices selling out in under a month and sales continuing to outperform expectations, highlighting the strong consumer demand for this revolutionary product.
Ronan Barry, Chief Legal and Corporate Affairs Officer at AIR Global, said: “We’re seeing a huge surge in popularity of shisha, and a key part of this growth is down to people wanting to enjoy cleaner, sociable experiences.
“We’re also seeing a heightened awareness of eco-conscious choices among consumers which is underscoring the evolving landscape of inhalation preferences.
“Shisha is the emerging frontrunner in meeting these demands of a more health-conscious and environmentally aware global population.”
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