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News analysis

BAT’s heated tobacco sales decline, but offset by strong growth in modern oral

Written by || 14th February 2025 || News analysis | Financial results | Heated tobacco | Major brands | Market sizes | Modern oral | GeographiesAfrica Asia Australasia Australia Austria Bangladesh Belarus Czech Republic Europe Finland Italy Norway Pakistan Poland Russia Sweden United Kingdom United States Virginia

British American Tobacco (BAT) reported a drop in its heated tobacco category in 2024, partially offset by significant growth in the modern oral segment – particularly in the US.

During the presentation of its yearly results, the London-based company reported an 11.6% decline in volume for its heated tobacco brand, Glo, with revenue down 7.6%, impacted by the disposal of its businesses in Russia and Belarus in 2023. However, Glo showed signs of volume share growth in Poland and the Czech Republic, with stabilisation in Italy.

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Antonia Di Lorenzo

Newsdesk editor/EU lead reporter
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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