British American Tobacco in Tobacco

February 2023

British American Tobacco is a highly successful global tobacco company, holding leading positions in cigarette, vapour, HTP and oral nicotine categories. The tobacco industry is under scrutiny from public health and sustainability officials and in response BAT has invested in stricter ESG measures and alternative RRPs. Furthermore, BAT’s venture capital arm invests in cannabis, consumer goods and wearable technology. This report outlines BAT’s performance and potential future developments.

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This report comes in PPT.


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.

Key findings
Top companies at a glance
BAT looks towards “A Better Tomorrow”
Regional overview
British American Tobacco’s global footprint
Pandemic and nicotine use (1/2)
Pandemic and nicotine use (2/2)
Middle East and Africa to mitigate declines in other cigarettes regions
High taxation on cigarettes boosts downtrading in Australia
BAT relying on cigarettes value generation
Leading cigarettes markets experience mixed progression
Emerging and developing markets lead cigarettes growth
War in Ukraine devastating Russian market
High inflation threatens tobacco margins
BAT benefits from PMI’s shift away from cigarettes
Smokeless tobacco
Shift to smoke free alternatives gaining momentum
Varying category performances will continue in US market
US e- vapour developments threatened by stricter regulations
E- vapour’s rough regulatory road leads to global market uncertainty
Despite regulation, US remains top market for e- vapour products
Japan testing ground for success of heated tobacco
Heated tobacco and nicotine pouches showing great potential
BAT will growth THP share from Europe, not the US
Rapid US expansion to fuel nicotine pouches growth but regulatory outlook unclear
Europe a key market for modern oral’s growth
Leadership across countries and categories
Focus remains in priority cigarettes markets
Increasing emphasis on new category products
Revenue still the main goal
The mirage of sustainability in the tobacco industry
Sustainability: Cigarette butt littering in the spotlight
Sustainability: BAT’s practices
Sustainability: BAT’s Vuse contradictions
Latest acquisitions and product developments
Investments through Btomorrow Ventures
Investments through Btomorrow Ventures
Reaching into new markets: Cannabis
Executive summary
Regional Breakdown (1)
Regional Breakdown (2)
Projected company sales: FAQs (1/2)
Projected company sales: FAQs (2/2)


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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