While traditional combustible cigarettes still make up the bulk of BAT’s sales, the company’s New Categories portfolio continues gaining share in overall group revenues. BAT continues to expand and improve its portfolio of reduced-risk products, leading e-vaping with Vuse, and ranking second in heated tobacco and nicotine pouches. BAT has been adding to its RRPs line-up in 2025 with the Vuse Ultra and glo Hilo premium product launches.
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Overview:
Euromonitor International's report on British American Tobacco Plc delivers a detailed strategic analysis of the company's business, examining its performance in the Tobacco market and the global economy. Company and market share data provide a detailed look at the financial position of British American Tobacco Plc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of British American Tobacco Plc.
This report examines:
- Company share by region and sector
- Brand portfolio
- New product developments
- Marketing and distribution strategies
A detailed SWPT analysis of British American Tobacco Plc provides strategic intelligence on:
- Strengths and weaknesses
- Category and country opportunities for growth
- Challenges and threats from current competition and future prospects
- Global and regional market positions
Research you can trust:
Euromonitor International's company profile reports are written by our Tobacco research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.
Scope
Executive summary
Top companies at a glance
British American Tobacco’s global footprint
Company overview
BAT’s New Category division records double-digit revenue growth in H2 25
Smoke-free portfolios continue to expand their footprint
Daily usage rebounds across categories
BAT launches new premium Vuse Ultra in 2025 after share losses in 2024
BAT launches the premium glo Hilo device in 2025
BAT expanding the Grizzly brand into nicotine pouches
Nicotine pouches expected to continue seeing strong growth in the coming years
Combustion remains a key revenue contributor
Regulatory landscape
Shift to smoke-free alternatives gaining momentum
Nicotine pouches offer the best growth prospects in the US over 2024-2029
Stricter regulation shows the potential fragility of the e-vapour market
Illicit e-vapour market penetration reveals a troubling reality
Japan will remain the major heated tobacco market
BAT expands its Grizzly traditional oral brand into nicotine pouches
R elative performance
Key brands
Key categories and markets
Vuse Ultra looks to expand range for premium vapour products
BAT premiumising with the new glo Hilo
BAT invests in synthetic nicotine products
BAT leads the charge into CPG products with several investments
Key findings
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)
Tobacco
Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.
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