
Shisha demand set to skyrocket in Germany as 83% of hospitality venues predict imminent growth
The study, conducted with 400 hospitality businesses which offer shisha in Germany, Spain, the US and the UAE, aimed to explore future demand and trends in four of the world's largest and fastest-growing shisha markets. It reveals that 83% of businesses in Germany expect to see demand for shisha increase over the next two years, with strong backing seen across the country.
With the rising demand for shisha, the research also reveals that businesses are exploring ways to meet evolving consumer expectations and gain a competitive advantage. Over three-quarters (77%) of venues in Germany say they are open to introducing charcoal-free alternatives, recognizing the value of offering a cleaner, safer and more efficient experience that aligns with the growing focus on health-conscious options.
Furthermore, many German venue owners believe such innovation in their shisha offering could significantly improve their operations, with 28% seeing a reduction in staff workload and 27% anticipating its appeal to health-conscious consumers, cleaning charcoal smoke out the ambient air and out of the consumer experience. Significantly, 25% expect it to boost revenue.
A major challenge cited by German venue owners offering shisha has been complying with local regulations around air quality, emissions, and fire safety, with 84% agreeing that these issues have created hurdles when introducing the product in their premises. As a result, 25% of venue owners view charcoal-free technology as a solution that helps meet these regulatory requirements.
Ronan Barry, Chief Legal & Corporate Affairs Officer at AIR said: 'These findings show that shisha continues to go from strength to strength. But to make the most of this opportunity, standing still will not cut it – we must continue to innovate as consumer preferences evolve.
'Venues that embrace cutting-edge shisha innovations are not only future-proofing their operations but also building loyalty by enhancing the overall customer experience. By improving operational efficiency and meeting evolving expectations, these businesses are positioning themselves for long-term success in an increasingly competitive market.
'The future of shisha is undeniably bright, and those who embrace innovation today will reap the rewards tomorrow. We work closely with hospitality businesses in Germany and around the world to provide innovative, clean and sustainable solutions that help venues stay ahead of the curve.'
Holger Bösch, President of the Nightclub Association Germany and owner of Club Index in Schüttorf recently introduced OOKA Pro to his venue's offering. Commenting on the impact it's had, he said: ' We've always wanted to offer shisha at our venue, but charcoal emissions and local regulations made it too difficult. OOKA has been a complete game changer as it's allowed us to introduce a premium shisha experience without compromising on air quality or customer safety. Our guests love it, especially the clean, consistent flavour and the design. It's opened up a whole new revenue stream for us, and we've seen a noticeable increase in repeat visits.'
AIR is committed to leading the way in shisha innovation and customer experience. Just under two years ago it launched OOKA, a revolutionary device that eliminates the need for charcoal, offering a cleaner, safer and more efficient shisha experience to consumers.
Following extremely positive feedback and strong sales, AIR launched OOKA Pro, aimed specifically at hospitality venues. Designed to support up to eight sessions on a single charge - more than double its predecessor - it ensures uninterrupted service, especially in high-traffic venues. It features an LED design with customizable lighting, allowing venues to tailor it to their specific ambiance and enhance the overall customer experience. OOKA Pro is a step forward in shaping the future of shisha, helping venues offer the cleaner, more efficient service they and their customers' demand.
Note to editors:
About the research
400 business owners (aged 18+) at hospitality venues offering shisha were surveyed by Censuswide between 19.02.2025 and 24.02.2025 – with 100 respondents in each market: the UAE, Spain, Germany, and the US.
Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
About AIR
AIR is the market leader in the $19 billion global shisha market, with an aim to provide superior physical, emotional, and mental benefits through inhalation. Launched in 1999 and headquartered in Dubai, the business has a multinational presence in over 100 countries across the UAE, Europe, North America, India, and Africa. AIR holds 47% of the shisha category market share in the markets it is present in and is the leading business in a market set to grow to $22 billion in 2026. Its portfolio of companies includes Al Fakher, the world's leading shisha brand; Hookah-Shisha.com, the world's number one e-commerce platform for hookahs and shisha; OOKA, the world's first charcoal-free shisha device, among others. AIR's science program, conducted in partnership with independent accredited laboratories, enables the development of innovative products that combine centuries of tradition with cutting edge innovation to minimize harm and maximize enjoyment for millions around the world.

Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles


Business Wire
an hour ago
- Business Wire
Biocytogen Upgrades Preclinical Service Platform and Launches Revamped Global Website
BEIJING--(BUSINESS WIRE)--Biocytogen Pharmaceuticals (Beijing) Co., Ltd. (Biocytogen, HKEX: 02315), a global biotechnology company that drives the research and development of novel antibody-based drugs with innovative technologies, today announced a comprehensive upgrade to its preclinical business division. The upgrade features an expanded portfolio of genetically engineered animal models—including target-humanized, immune-humanized, transgenic, and immunodeficient mice—alongside a full suite of preclinical services such as efficacy studies, PK/PD analysis, biomarker evaluation, and non-GLP toxicology testing. In parallel, the company also launched its new official website ( featuring an intuitive structure, enriched content, and an optimized multilingual user experience to serve global clients and partners better. Extensive Model Portfolio with Over 1,100 Target-Humanized Mouse Models In 2021, Biocytogen launched the 'BioMice' sub-brand to advance its portfolio of genetically engineered mouse models. Leveraging its proprietary gene-editing platform, the company has developed more than 1,100 target-humanized mice. These models are generated using precise in situ gene replacement technology, which substitutes mouse genes with human sequences while preserving endogenous gene regulation. This approach enables a more accurate simulation of human physiological and pathological conditions, establishing BioMice as the gold-standard platform for evaluating the efficacy and safety of various therapeutic modalities, including antibody drugs, cell therapies, bispecific/multispecific antibodies, ADCs, and oligonucleotide-based treatments. The company has established high-value disease models for oncology, autoimmune, metabolic, and neurological disorders, including CD3 (TCEs), HER2 (TAAs), TL1A (IBD), TSLP (AD), GLP1R (muscle gain/weight loss), and TFR1 (BBB delivery). These models are widely used for target validation, mechanistic studies, and preclinical evaluations. To date, safety data generated from these models have supported 15 IND approvals by China's NMPA and 5 IND approvals by the U.S. FDA (including 4 dual submissions). Biocytogen also offers immune-humanized mouse models (e.g., huPBMC-B-NDG, huHSC-B-NDG, huHSC-B-NDG hIL15, and huPBMC-B-NDG MHC I/II DKO plus), transgenic mice, and immunodeficient strains to support evaluations of immuno-oncology agents, T/NK cell therapies, and immunostimulatory drugs, building a comprehensive and multi-dimensional model portfolio. Global Animal Supply Network Supporting Efficient Preclinical Research Biocytogen operates three AAALAC-accredited animal facilities in Haimen (Jiangsu), Daxing (Beijing), and Boston (USA), covering a total area of 55,000 m² and offering an annual supply capacity of over 800,000 laboratory animals. With a robust quality control system and standardized microbial monitoring, Biocytogen has established an international distribution network spanning Asia, Europe, and North America. The company's mouse models have been successfully delivered to clients in over 20 countries and regions, providing reliable model support for global drug development efforts. Integrated Preclinical Services to Accelerate IND Filing and Clinical Translation Leveraging its proprietary animal models, Biocytogen provides one-stop, non-GLP preclinical products and services, including in vivo efficacy testing, PK/PD analysis, biomarker assessment, and early toxicology studies. With a vast collection of CDX and PDX tumor models and customizable study designs, Biocytogen serves over 20 therapeutic areas—including solid tumors, hematologic malignancies, autoimmune diseases, metabolic disorders, and neurodegenerative diseases—and supports a variety of drug modalities such as antibodies, small molecules, ADCs, bispecifics, cell therapies, nucleic acids, and vaccines. As of now, Biocytogen has completed more than 5,300 drug evaluation studies for nearly 900 pharmaceutical and academic institutions worldwide. Over One Million Fully Human Antibodies Empowering Antibody Drug Discovery Beyond preclinical services, Biocytogen also leads in antibody discovery through its proprietary RenMice ® platforms—including RenMab™ (fully human antibody), RenLite ® (common light chain), RenNano ® (VHH antibody), RenTCR™ (fully human TCR), and RenTCR-mimic™ (fully human TCR-mimic antibody). The company has built a library of over one million fully human antibody sequences against more than 1,000 potential therapeutic targets, with diverse structures and functional profiles. As of December 31, 2024, Biocytogen has signed approximately 200 drug co-development, licensing, or transfer agreements, including over 50 target-based RenMice ® platform collaborations with multinational pharmaceutical companies. Multiple clinical-stage antibody candidates have also been successfully out-licensed to global partners. Biocytogen's integrated capabilities in antibody discovery, screening, and engineering are accelerating the transition from target validation to clinical candidate selection, empowering global biopharmaceutical innovation. New Official Website Launched to Serve Global Clients To enhance global service capabilities, Biocytogen has officially launched its new website: Designed for a clean and intuitive user experience, the new site features streamlined architecture, upgraded content organization, improved search functionality, and multilingual support in Chinese, English, Japanese, and Korean. Structured around its two main business divisions—BioMice ® for preclinical products and services and RenBiologics™ for antibody discovery and collaboration—the site offers a comprehensive overview of Biocytogen's model products, antibody assets, project portfolios, and service capabilities. It provides an efficient and direct information portal for global partners and supports the company's ongoing internationalization strategy. About Biocytogen Biocytogen (HKEX: 02315) is a global biotechnology company that drives the research and development of novel antibody-based drugs with innovative technologies. Founded on gene editing technology, Biocytogen leverages genetically engineered proprietary RenMice ® (RenMab™/ RenLite ® / RenNano ® / RenTCR-mimic™) platforms for fully human monoclonal/bispecific/multispecific antibody discovery, bispecific antibody-drug conjugate discovery, nanobody discovery and TCR-mimic antibody discovery, and has established a sub-brand, RenBiologics™, to explore global partnerships for an off-the-shelf library of >1,000,000 fully human antibody sequences against over 1000 targets for worldwide collaboration. As of December 31, 2024, approximately 200 therapeutic antibody and multiple clinical asset co-development/out-licensing/transfer agreements and over 50 target-nominated RenMice ® licensing projects have been established around the globe, including several partnerships with multinational pharmaceutical companies (MNCs). Biocytogen pioneered the generation of drug target knock-in humanized models for preclinical research, and currently provides a few thousand off-the-shelf animal and cell models under the company's sub-brand, BioMice™, along with preclinical pharmacology and gene-editing services for clients worldwide. Headquartered in Beijing, Biocytogen has branches in China (Haimen Jiangsu, Shanghai), USA (Boston, San Francisco, San Diego), and Germany (Heidelberg). For more information, please visit


CNBC
an hour ago
- CNBC
U.S. trade deal offers initial relief but leaves Europe on the backfoot
After an initial sigh of relief at the U.S. and European Union avoiding further escalation by striking a trade agreement, concerns have grown that the framework deal is "unbalanced" and leaves Europe on the backfoot. The two trading partners on Sunday announced an agreement that includes a 15% tariff rate on most EU goods to the U.S. Some goods like aircraft components and certain chemicals are not set to be hit by tariffs, while autos will see duties reduced to the 15% rate. The agreement also includes provisions for the EU purchasing U.S. energy and increasing its investments in the country. The agreement halves the 30% tariff rate U.S. President Donald Trump had threatened the EU with and avoids any further escalation through for example countermeasures. Yet analysts and economists remain cautious as to the impact on both sides as negotiations are still set to take place. "It's a climb down from a much worse place," Cailin Birch, global economist at The Economist Intelligence Unit, told CNBC's "Europe Early Edition" on Monday. However, she noted, "a 15% tariff is still a big escalation from where we were pre-Trump 2.0." Birch also pointed out that a lot of uncertainty remains, with details about the steel and pharmaceutical sector still being unclear. European leaders struck similar notes overnight, with German Chancellor Friedrich Merz saying that while the EU was able to protect its core interests, he would have welcomed further easing of transatlantic trade. France's minister for Europe, Benjamin Haddad, meanwhile said in a Google-translated social media post that while the deal would bring "temporary stability" to some sectors, it is "unbalanced" overall. Holger Schmieding, chief economist at Berenberg, warned that while the "crippling uncertainty" was over, the damage for Europe is more frontloaded in comparison to the long-term impact on the U.S. "The deal is asymmetric. The US gets away with a substantial increase in its tariffs on imports from the EU and has secured further EU concessions to boot. In his apparent zero-sum mentality, Trump can claim that as a "win" for him," he said. As it will take some time for U.S. consumers to feel the impact of tariffs, Trump's supporters may not immediately realize they are being hurt by the president's policies, Schmieding explained. This may encourage Trump to continue to pursue economic policies that are "bad" for the U.S., he added. The Economist Intelligence Unit's Birch meanwhile pointed out that the U.S. also did not get everything it may have wanted from the deal. "Both sides are, are kind of set back a bit from this deal," she said. "The U.S. didn't make any headway on a lot of issues that have in recent history been critical to their trade approach to the EU. So agricultural standards, the tech industry regulating standard that has been a big bugbear, there was no real mention of those standards whatsoever," Birch explained, acknowledging that the deal is not yet done.


Newsweek
an hour ago
- Newsweek
Global Markets Welcome US-EU Trade Deal
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. Financial markets around the world welcomed a framework trade agreement on Monday between the United States and the European Union with a 15 percent U.S. tariff on most EU goods and billions of dollars of European investment. U.S. President Donald Trump and European Commission President Ursula von der Leyen announced the agreement on Sunday at Trump's luxury golf course in Scotland following months of difficult negotiations. Why It Matters The deal averts a devastating trade war between the two economies, which represent the world's largest trade volume, encompassing hundreds of millions of people and trillions of dollars in commerce. Trump had this month threatened to impose a 30 percent tariff on goods from the E.U., which would have meant American consumers facing higher prices on everything from French cheese to German electronics and Spanish pharmaceuticals. The EU had prepared retaliatory tariffs on hundreds of American products, including beef, auto parts, beer and Boeing airplanes, which could have sent shock waves through global economies. President Donald Trump and European Commission President Ursula von der Leyen after reaching a trade deal between the U.S. and the EU at the Trump Turnberry golf course in Turnberry, Scotland, on July 27. President Donald Trump and European Commission President Ursula von der Leyen after reaching a trade deal between the U.S. and the EU at the Trump Turnberry golf course in Turnberry, Scotland, on July 27. Jacquelyn Martin/AP What To Know The deal provides clarity for companies after months of uncertainty, and global markets breathed a sigh of relief as they opened on Monday, with stocks rising and the euro firmer. S&P 500 futures rose 0.4 percent, and the Nasdaq futures gained 0.5 percent while the euro firmed against the dollar, sterling and yen. European futures surged almost 1 percent. Under the deal, the EU seeks to invest some $600 billion in the U.S. and ramp up its purchases of U.S. military equipment and buy $750 billion worth of U.S. energy. "I think this is the biggest deal ever made," Trump told reporters in Scotland on Sunday. Von der Leyen described Trump as a tough negotiator. She told reporters that the 15 percent tariff, which applied "across the board," was "the best we could get." In Asia, MSCI's broadest index of Asia-Pacific shares outside Japan was up 0.27 percent early on Monday, just shy of the almost four-year high it touched last week. Japan's Nikkei index fell 0.8 percent after hitting a one-year high last week when Japan struck its own trade deal with the U.S., which also included a 15 percent U.S. tariff on Japanese goods. China's blue-chip stocks rose 0.3 percent on Monday morning, and Hong Kong's Hang Seng index put on 0.75 percent. The Australian dollar, often seen as a proxy for risk appetite, was at $0.657 to the U.S. dollar, near an eight-month high set last week. What People Are Saying European Commission President Ursula Von der Leyen told reporters: "We should not forget where we would have been on the first of August. We would have been at 30 percent, and it would have been much more difficult to get down now to the 15 percent. Fifteen percent is certainly a challenge for some, but we should not forget that it keeps us the access to the American market, and what we are also doing intensively is diversifying to other regions of the world." Prashant Newnaha, a senior Asia-Pacific rates strategist at TD Securities, told Reuters: "A 15 percent tariff on European goods, forced purchases of U.S. energy and military equipment and zero tariff retaliation by Europe, that's not negotiation, that's the art of the deal. A big win for the U.S." Marc Velan, the head of investments at Lucerne Asset Management in Singapore, told Reuters: "A major tail-risk has now been defused. … Markets are interpreting this as a sign of stability and predictability returning to trade policy." What Happens Next Trade negotiators from the U.S. and China—the world's two largest economies—are due to meet in Stockholm on Monday. China is facing an August 12 deadline to reach an agreement with the Trump administration. Many other countries are racing to finalize deals before an August 1 deadline.