BAT's Vuse Market Share Grows in 2022 Report

Feb.11.2023
BAT's Vuse Market Share Grows in 2022 Report
BAT's Vuse saw increased market share in the US and Europe, but a decline in total e-cigarette market share.

According to the 2022 annual report by BAT, Vuse's market share reached 35.9% in 2022, representing a YoY increase of 2.5%.


Vuse has achieved a leading market share in the United States, with a market share of 40.9% and a year-on-year growth of 8.4%. It is in the lead position in 35 states. The number of consumers has grown by 1.6 million, reaching 10 million.


In Canada, BAT has launched its first connected vapor device, Vuse ePod2+, expanding its leading market share position. Vuse ePod2+ grew by 8.9% in 2022, reaching 89.5% and making up 72% of all tracked channel sales.


In Europe, Vuse's revenue has grown by 37.9% and its sales have increased by 13.9%. Its disposable market share continues to rise, reaching 64.3% and growing by 8.3%. However, BAT has stated that the growth of disposable e-cigarettes will affect its overall market share for e-cigarette products, causing it to decrease by 16.7% by 2022.


In France, the market share is at 38.8%, a decrease of 6.3%, but still maintaining its position as the market leader.


In Germany, it holds a market share of 21.4%, which is a decrease of 37.9%, but it still retains its leading position in the market.


In the UK, the value share decreased by 14.7%, now accounting for 14.8%.


Furthermore, in the second half of 2022, BAT launched a new disposable product called Vuse Go in multiple markets including the UK, France, and Germany. It ranks second in the disposable e-cigarette sub-market.


Reference:


New category growth to boost profitability through 2024.


Related Reading


The annual report of BAT (British American Tobacco) states that their electronic cigarette business in the United States is the fastest growing, with emerging markets experiencing growth of more than 50%.


British American Tobacco (BAT) is expected to generate revenue of £27.7 billion in 2022. Their electronic cigarette business is expected to turn a profit one year earlier than previously anticipated.


British American Tobacco announces its complete withdrawal from the markets of Russia and Belarus by the year 2023.


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