• Vapour is the largest new category by revenue and number of consumers in the nicotine sector.
• In May this year BAT also announced that Vuse became the world’s first global carbon-neutral vape brand.
BAT has announced that its vapour brand, Vuse is now the number one global vaping brand by value share.
The multi-category consumer goods business said this achievement marks an important milestone in its transformation.
Vapour is the largest new category by revenue and number of consumers in the nicotine sector.
Vuse is the category value share leader in four of the top five vapour markets (Canada, France, Germany and the UK), and BAT’s strong US momentum in vapour means Vuse is now the leader by value share in 22 states, up from 20 on July 2.
In May this year BAT also announced that Vuse became the world’s first global carbon-neutral vape brand.
BAT CEO Jack Bowles in a statement on Wednesday said Vuse recognition is proof that the company is building brands of the future, underpinned by strong innovation.
"In the first half, we delivered 50 per cent New Category revenue growth and added 2.6 million consumers of our non-combustible products, our highest ever increase, to reach 16.1 million consumers," he said.
"This momentum is powered by our strong global brands: Vuse, glo and Velo. Each New Category brand grew its category share by more than 280bps across key markets and recorded volume growth of 70 per cent or more.
"Together with award-winning campaigns and digital engagement we are committed to building the most trusted vaping brand worldwide with a clear purpose."
At its Half Year results, BAT reported that its vapour business performed strongly, with revenue up 59 per cent, volume grew by 70 per cent, and consumer numbers up by 0.9 million to reach7.5 million.
Since December 2020, Vuse’s value share is up 340bps reaching 34 per cent in July 2021.
Edited by D Tarus