BAT announced that is’ vapor brand VUSE, the “first global carbon neutral vape brand, is not the world’s leading brand in the vape category.
BAT recently announced that its VUSE e-cigarette is now “The number one global vaping brand by value share.” As such this is an important milestone for the company toward progress in its “new business” category of products; “vape” 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 vapor markets (US, Canada, France, Germany, and the UK) which as of June 2021 comprised 77% of the global vapor closed system net turnover. BAT’s strong US momentum in vapor means Vuse is now leader by value share in 22 states, up from 20 in July.
In May this year BAT also announced that Vuse became the world’s first global carbon neutral vape brand, demonstrating BAT’s commitment to being a responsible business and reducing its impact on the environment.
“We are delighted that Vuse has become the number one global vaping brand,” said Jack Bowles, chief executive at BAT. “It is proof that we are building brands of the future, underpinned by strong innovation, as part of our vision for A Better Tomorrow.
“In the first half we delivered 50% 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. This momentum is powered by our strong global brands: Vuse, glo and Velo. Each "new category" brand grew its category share by more than 280 basis points (bps) across key markets and recorded volume growth of 70% or more.
At its half year results, BAT reported that its vapor business performed strongly, with revenue up 59%, volume grew by 70%, and consumer numbers up by 0.9 million to reach 7.5 million. Since December 2020, Vuse’s value share is up 340bps reaching 34% in July 2021.
For further information see the full press release