Dubai Duty Free (DDF) has reported strong performance across the shisha segment in 2018.

The contribution of shisha to the cigarettes/tobacco category grew from 1.42% in 2017 to 2.66% in 2018 and the retailer is optimistic the trend will continue in 2019.

This is on the back of last year’s growth, strong marketing support from major shisha players and the listing of additional top-selling flavours.

“We further anticipate the shisha segment to grow double-digits in 2019”, Saba Tahir, Senior Vice President Purchasing told TRBusiness: “Last year, the shisha segment grew by +120% in retail sales value compared to 2017.”

STEADY EVOLUTION

Shisha sales have evolved positively over the last four-five years with a steady increase in sales. Tahir commented: “This is largely based on demand from the millennial group of passengers for self-consumption as well as for gifting purposes.”

Taking into account the steady additional sales being generated year-on-year, DDF has increased the space allocated to shisha. “The shisha category currently occupies 2% of the space allocated to the cigarettes/tobacco/cigars category.

“We currently have five shisha brands available in Dubai Duty Free which are Al Fakher, Nakhla, Mazaya, Afzal and Malaki. Al Fakher and Nakhla are the top-selling brands, while double apple and mint are the best-selling flavours.”

See the February issue of TRBusiness for an in-depth report on the current state of the DF&TR and shisha market.