


Our year in numbers 2022
Our performance metrics
Our purpose
Our purpose is to reduce the health impact of our business by offering a greater choice of enjoyable and less risky products*† for our consumers.
We are clear that combustible cigarettes pose serious health risks.
The only way to avoid these risks is not to start or to quit. However, we encourage those who would otherwise continue to smoke to switch completely to scientifically-substantiated, reduced-risk alternatives*†.
To deliver this, BAT is transforming into a truly multi-category consumer products business, with a mission to stimulate the senses of new adult generations.


A Strategy for Accelerated Growth
In 2022, 15% of Group revenue was from non-combustible products. This was achieved through a multi-category approach which is the very essence of our purpose to build A Better Tomorrow™ – providing adult consumers with a range of enjoyable and less risky*† choices for every mood and moment.
Short-Term Deliverables to Fuel A Better Tomorrow™

Simplify the Business
Our ongoing simplification programme, Project Quantum, which had realised £1.9 billion of annualised savings through simplification and efficiencies by the end of 2022.

Ensure a Step Change in New Categories Performance
With our unique cross-category
consumer understanding, we are
clear there is a huge opportunity
for our New Categories.

Drive Value From Combustibles
We drive value from combustibles to fuel our investment in, and transition revenue to, New Categories.
A Decade of Portfolio
Transformation

2013
Our first Vapour product launched in the UK
2016
Our first Tobacco Heating
Product launched in Japan
2017
Our Modern Oral nicotine
pouches are launched
2019
Our New Category portfolio is consolidated under three global brands - Vuse, Velo and glo
2020
Our evolved strategy to deliver A Better TomorrowTM by reducing the health-impact of our business is launched
2021
Vuse becomes number one global vaping brand by value share and the first global carbon neutral vape brand
Our Consumer-Centric Multi-Category Portfolio
BAT is a leading consumer-centric, multi-category consumer goods business dedicated to stimulating the senses of adult consumers worldwide. Our portfolio reflects our commitment to meeting the evolving and varied needs of today’s adult consumer who seeks sensorial enjoyment for different moods and moments.
Strategic portfolio
The Group sold 605 billion cigarette sticks and 16 billion OTP (stick equivalents) in 2022. The Group operates in over 170 markets, with 41 fully integrated cigarettemanufacturing facilities in 39 markets.
Brands

U.S. Specific

Our global business
To build A Better Tomorrow™, our marketplace analysis delivers insights regarding consumer trends and segmentation. This facilitates our geographic brand prioritisation across our regions and markets.
To achieve a step change in New Categories, we are creating the Enterprise of the Future – building new capabilities around the world focused on science, innovation and digital information. Consumer preferences and technology are evolving rapidly, and we are staying ahead of the curve with our digital hubs, the creation of innovation hubs and further development of our world-class R&D laboratories. We are also leveraging the expertise of our external partners and are looking forward to exciting results from our venturing initiative, Btomorrow Ventures.
Select a region to learn more
Map is accurate as at 31 Dec 2022 and is representative of general geographic regions and does not suggest that the Group operates in each country of every region.
Our business is divided into four complementary regions, with a balanced presence in both high-growth emerging markets and highly profitable developed markets.
regions
major product
categories
employee
nationalities
employees
Our business model
As a global business, we strive to understand our diverse consumers, develop products to satisfy their preferences and ultimately distribute them across 170+ markets. Taking into account feedback from stakeholders also enables us to refine our strategy, deliver sustainable value and build A Better Tomorrow™.
A Better Tomorrow™ for:
and investors
Accelerating the Enterprise of the Future
QUEST is our Group-wide programme designed to accelerate our transformation into the Enterprise of the Future: a global, consumer-centric, multi-category company, with sustainability at its core.

Quantum
has achieved annualised savings of £1.9bn whilst we continue simplifying the organisation.
productivity savings in 2022
new Global Business Services (GBS) Hubs embedded in Mexico, Poland and Pakistan
new capabilities added to our GBS Hubs, such as our Customer & Consumer Engagement Centres
Unleash Innovation
is transforming our capabilities to win as a multi-category business.
global device development centre in Shenzhen, China
engineers, scientists and product developers recruited
New Categories R&D spend vs 2021
Empowered Organisation
is strengthening our talent pool.
new capability hires since 2019
global graduates from 39 markets at our graduate academy for future leaders
consecutive years as a
certified Global Top Employer
Shaping Sustainability
continues to put sustainability front and centre of everything we do.
ground-breaking studies with New Category product consumers1
key environmental metrics tracked as part of our new, dynamic Green Impact Analytics tool
stakeholder dialogues undertaken as part of our first Double Materiality Assessment
Technology & Digital
is creating new channels to connect with our consumers and enabling the simplification of our organisation.
consumers in our contactable consumer database (2021: 14.2m)
increase in Active Subscriptions – delivering 31.8% of total
e-commerce revenue
hours saved via 290 new Robotic Process Automation bots
1. indicating that consumers, who switched completely to Velo or to glo, had better results for several biomarkers linked to early developmental processes of smoking-related diseases compared with smokers.
† Our Vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S., are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.