British American Tobacco (BAT) reported a decline in revenues for the year, offset by a positive performance – driven by innovation and premiumisation – in new categories across all three regions.
In the vapour segment, the company maintained its global leadership in tracked channels, holding a 40% market value share in top vapour markets, despite a slight decline of 1.2 percentage points from 2023. Gains in Europe were countered by declines in the US and Canada, where illicit single-use vapour products continue to impact legal sales.
Antonia is a member of the editorial team and holds a masters degree in Law from the University of Naples Federico II, Italy. She moved in 2013 to London, where she completed a postgraduate course at the London School of Journalism. In the UK, she worked as a news reporter for a financial newswire and a magazine before moving to Barcelona in 2019.
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