Beirut, Lebanon — January 2026

Following a recent visit to Lebanon, the Global Institute for Novel Nicotine (GINN) has highlighted the country as the most advanced market in the Middle East for smoke-free nicotine alternatives, citing widespread availability, strong pharmacy participation, and clear evidence of changing consumer behavior.

Central to this development is REBEL nicotine pouches, which GINN identified as the clear category leader nationwide. Industry estimates indicate that REBEL accounts for approximately 90% of all nicotine pouch sales in Lebanon, making it the most dominant smoke-free nicotine brand in the country and positioning Lebanon as the strongest market in the region for alternatives to cigarettes.

GINN noted that nicotine pouches in Lebanon are now widely available not only in convenience stores but also in pharmacies, where they are sold over the counter without prescription. An estimated 1,500 pharmacies nationwide currently stock nicotine pouches, with REBEL representing the overwhelming majority of products available. Pharmacists interviewed during the visit consistently described pouches as a practical option for adult smokers seeking to move away from combustible cigarettes, and in many cases the only nicotine product pharmacies choose to carry.

This level of professional and retail acceptance, combined with strong consumer uptake, has resulted in what GINN describes as a measurable shift in smoking behavior. On a per-capita basis, Lebanon’s nicotine pouch consumption is believed to exceed that of several neighboring markets, reinforcing its role as a regional benchmark for smoke-free transition.

GINN also noted the entry of KRATOS nicotine pouches into the Lebanese market in 2025, expanding the category and offering adult consumers additional smoke-free options. While KRATOS represents a new phase of category development, REBEL remains the clear market anchor, having established the foundation for consumer trust, retail normalization, and long-term adoption.

“Lebanon demonstrates how access, pharmacist engagement, and credible smoke-free products can drive real behavioral change,” GINN stated following the visit. “REBEL’s scale and longevity show how one brand can meaningfully support adult smokers in moving away from cigarettes, while new entrants such as KRATOS reflect the continued evolution of the category.”

Lebanon’s regulatory environment — based on general consumer rules, health warnings, and the absence of excise or flavor bans — has created a rare opportunity for evidence-based harm reduction. GINN emphasized that, with responsible standards and continued oversight, nicotine pouches can play a meaningful role in reducing cigarette consumption and the health risks associated with smoking.

GINN reaffirmed its commitment to supporting governments, healthcare professionals, retailers, and manufacturers in building science-based frameworks that protect consumers while accelerating the shift away from combustible tobacco.

Lebanon’s experience illustrates a clear public-health trajectory: fewer cigarettes smoked, fewer smoking-related illnesses, and better choices for adult smokers seeking alternatives.