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.
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