Key Point:
British American Tobacco's investment plan in Spain is limited: BAT is considering establishing a new tobacco product factory in Barcelona, Spain, but is facing obstacles in the regulatory environment.
Regulatory policies questioned: Spanish Health Department intends to ban nicotine pouches and flavored e-cigarettes, BAT claims it will severely impact the legal market and fuel the black market.
Market layout affected: Spain's investment advantage is lost due to policy uncertainty compared to Croatia and the Czech Republic.
Clear business transformation goals: BAT plans to have 50% of its revenue come from new tobacco products by 2030.
According to Expansion on April 15th, British American Tobacco (BAT) is planning to invest in the construction of a new tobacco product factory in Spain, with an expected investment of 500 million euros.
Barcelona is considered a potential investment location due to its excellent geographical location and convenient transportation, making it a prime choice for BAT. However, the strict regulatory policies of the Spanish government on tobacco alternatives, particularly the restrictions on e-cigarette flavors and nicotine pouch nicotine concentrations, are causing uncertainty for BAT's investment plans. Other locations BAT is considering are Croatia and the Czech Republic.
BAT's General Manager for Spain and Portugal, Javier Álvarez Ballespín, has expressed concerns about the current regulatory policies of the Spanish government, stating that they are making the investment environment complex. Specifically, he highlighted the government's proposed "Real Decreto de Sanidad," which would limit the nicotine content in pouches to 0.99 milligrams, significantly lower than the common 4 milligrams in the market, making the product nearly unsellable. Additionally, restrictions on e-cigarette flavors are expected to impact consumer choice, leading to potential market exits and an increase in illicit trade, according to BAT.
According to Alvarez, the acceptance of new tobacco products in the Spanish market is gradually increasing, but there are still certain obstacles to growth. New tobacco products account for 17% of BAT's total revenue globally, but in Spain, this proportion reaches 25% and is expected to reach 50% by 2030. The executive warned that "if these categories are effectively banned, BAT's future in Spain will become complicated.
BAT's global strategy is to continue investing in multiple new tobacco product lines, including e-cigarettes (Vuse), heated tobacco (Glo), and nicotine pouches (Velo). Alvarez emphasized that although BAT's diversified portfolio increases operational complexity, it also provides a competitive advantage.
BAT plans to further expand the market for new tobacco products, especially in the areas of heated tobacco and nicotine pouches, with hopes of doubling or even tripling this revenue by 2030. However, Alvarez warned that if current policies are implemented, BAT will face significant challenges in Spain.
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