Leading the growth of a new category
We launched our first vapour product in 2013 and today we are one of the world’s leading vapour companies.
Under our flagship global Vuse brand, our vapour products play a major role in providing smokers with a reduced risk*† alternative to cigarettes. We will continue to invest and innovate to deliver even greater choice and satisfaction for our consumers.
Vapour products do not contain tobacco and do not involve combustion. As a result, the vapour contains fewer and lower levels* of the toxicants found in the smoke produced when tobacco is burned.
BAT’s Vuse ePen 3 and Vuse ePod vapour products contain around 99%** less toxicants than traditional cigarette smoke. As the longest established category of alternative products, there is a growing body of evidence to support the role of vapour products as reduced-risk** compared to traditional cigarettes. Our scientific vapour data has been published in more than 80 peer-reviewed manuscripts and adds to the wealth of evidence supporting the category’s role in Tobacco Harm Reduction.
The scientific evidence
There is growing consensus among many in the public health community and academia about the role of vapour products as a reduced-risk*† alternative to smoking. This is supported by a wealth of global reviews, studies and reports. In the UK, for example, the Office for Health Improvement & Disparities (formerly known as Public Health England) has previously issued a series of expert reviews of the latest evidence, concluding: “based on current knowledge, vaping is at least 95% less harmful than smoking”1. According to the UK’s Office for National Statistics, 6.3% of the adult population vape, and smoking levels have dropped to 14.1%, from 23% of the adult population in 2012. This figure represents a significant reduction in the proportion of smokers from 2018, when 14.7% of the adult population smoked, and continues the trend in falling smoking prevalence since 2011. It also means the UK has one of the lowest smoking incidences in Europe2.
In 2021, we published a comprehensive review of the scientific evidence for vaping products, their potential health effects, and their role in tobacco harm reduction3. This is a summary of more than 300 peer-reviewed scientific papers and other evidence published by around 50 institutions over the past decade. The review showed that the number of people who incorrectly believe vaping is as harmful or more harmful than smoking conventional cigarettes has risen in the UK, Europe, and the US over the past decade. This is despite a number of scientific reviews published in the same period showing that vaping products present less risk to health than cigarettes*† , so long as they are manufactured in accordance with quality standards. According to adult population modelling studies cited in the review, a significant reduction in premature deaths could be achieved if current smokers switched exclusively to vaping rather than continuing to smoke cigarettes.
Number one global vaping brand
In July 2021, Vuse achieved global vapour value share leadership with a value share of 32.1%. Revenue was up 56% to £952 million at constant currency. With vapour being the largest New Category product by revenue and number of consumers in the nicotine sector, achieving global leadership in vaping marks an important milestone in our transformation. This demonstrates continued strong momentum across our global New Category business. Vuse also became the world’s first global carbon neutral vape brand in 2021.
Designed with purpose
The more popular vapour products have become, the more consumer-centric and design-led the new products need to be. Our commitment to fundamental science and precision engineering helps ensure our vaping products are designed to prevent the common problems seen in many other products – such as dry-wicking, caused by a lack of e-liquid reaching the heater, leading to overheating and an unpleasant aftertaste. In an effort to make vaping more acceptable to cigarette smokers, our scientists are constantly experimenting to try to replicate the smoking experience, but without the high levels of toxicants created by combustion. Our application of nicotine salts in Vuse vPro liquids and our continued research into optimisation of those formulations is part of a continued R&D effort to make vaping more acceptable to smokers4. Flavour is also a key driver of vapour product satisfaction. We have pioneered the use of biomimetic technology in our e-liquids to replicate aroma profiles, such as of cured tobacco leaf or naturally sourced mint, with the aim of offering our consumers an unrivalled portfolio of authentic, differentiated flavours.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Our products as sold in the US, including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
**These products are not risk free. This is a comparison between smoke from a 1R6F reference cigarette (approx. 9mg tar) and vapour from the Vuse ePod and ePen 3 in terms of the average of the 9 harmful components the World Health Organization recommends to reduce in cigarette smoke.
1 McNeill A, Brose LS, Calder R, Bauld L, Robson D. (2018). Evidence review of e-cigarettes and heated tobacco products. A report commissioned by PHE. London: PHE. https://www.gov.uk/government/publications/e-cigarettes-and-heated-tobacco-products-evidence-review/evidence-review-of-e-cigarettes-and-heated-tobacco-products-2018-executive-summary.
2 Office for National Statistics (2020). Adult smoking habits in the UK: 2019. Cigarette smoking habits among adults in the UK, including the proportion of people who smoke, demographic breakdowns, changes over time and use of e-cigarettes.
3Camacho, Oscar M., Ebajemito, James K., Coburn, Steven, Prasad, Krishna, Costigan, Sandra and Murphy, James J. (2021). Evidence From the Scientific Assessment of Electronic Cigarettes and Their Role in Tobacco Harm Reduction. Contributions to Tobacco & Nicotine Research, vol.30, no.2, 2021, pp.63-108. https://doi.org/10.2478/cttr-2021-0007
4 Ebajemito JK, McEwan M, Gale N, et al. (2020). A randomised controlled single-centre open-label pharmacokinetic study to examine various approaches of nicotine delivery using electronic cigarettes. Sci Rep 2020; 10: 19980. https://doi.org/10.1038/s41598-020-76610-4