My Reflections on BAT’s Smokeless World
Surprise. Doubt. Outright scepticism. These might be some of the reactions if the Chief Executive of a tobacco and nicotine company said they are actively working towards a future without cigarettes. Yet that is precisely the vision that we are pursuing at BAT.
A world without cigarettes won’t happen overnight. Despite the well-known health risks associated with smoking, the number of adult smokers globally has remained at around one billion since 1990[1], [2].
For a variety of reasons, some people still choose to smoke, but it doesn’t have to be that way. Smokeless Products, while addictive, have emerged as better alternatives to cigarettes for those who would otherwise continue to smoke.
Crucially, through significant investment and product development over many years, these new products have become much better at meeting consumer demand and encouraging adult smokers, who would otherwise continue to smoke, to switch. That is, at its core, what we mean by Building a Smokeless World and creating A Better Tomorrow™.
The best choice any adult smoker can make will always be to quit smoking altogether. For those who would otherwise continue to smoke though, Smokeless Products provide a compelling alternative to cigarettes. We believe people deserve a choice.
What is the difference between these new products and cigarettes? They don’t burn tobacco and so avoid the creation of the smoke which contains high levels of harmful chemicals associated with smoking-related diseases.
By not burning (or combusting) tobacco, significantly fewer and lower levels of toxicants are produced by these Smokeless Products, compared to conventional cigarettes‡. By providing similar satisfaction to smoking in their nicotine delivery, use and experience, but without the combustion, we believe these products offer adult smokers a better alternative experience.
For a Smokeless World to become a reality, it will take more time, money and resources from a business perspective. Our commitment, though, is clear: today, we have a multi-billion-pound Smokeless Products business. By 2035, I want Smokeless Products to account for at least 50% of our revenue globally. We also want to have 50 million adult consumers# of our Smokeless Products by 2030.
“We continue to invest in our Smokeless Products, guided by robust science and evidence, and we’re progressing towards our target of 50 million adult consumers# of Smokeless Products by 2030.”
Tadeu Marroco
Chief Executive
We cannot do this alone. Achieving an accelerated reduction in the number of adult smokers globally will require governments, regulators, and public health authorities to agree that adult smokers should be given better choices. Unfortunately, many countries restrict our ability to offer these smokeless alternatives for sale, or the regulatory frameworks in place are not conducive to encouraging adult smokers who would otherwise continue to smoke to switch to Smokeless Products.
For our part, we have invested billions of pounds into product development and science behind these Smokeless Products. More needs to be done, but it’s clear that these products represent far better alternatives to cigarettes. They are better choices for adult smokers*†.
The benefit of a consumer choice-led approach is just that; adults can make a choice. The choice between a cigarette and, if we’ve done our job, products that are both enjoyable and pose less risk*†.
Will every smoker choose one of these Smokeless Products to completely replace cigarettes? I don’t know. But we are certainly trying to get as many adult smokers, who would otherwise continue to smoke, to do just that. It is what is meant by Tobacco Harm Reduction, a concept which the Omni™ will explore in detail.
Why is Tobacco Harm Reduction something that we at BAT would want to draw attention to? Because we believe it is an issue of such importance that we have built our purpose, vision, and mission around it.
“BAT is transforming. Building on a rich heritage with over 120 years of experience, our future is promising. Our journey to a Smokeless World is real and it’s happening now.”
Tadeu Marroco
Chief Executive
Our Purpose, Vision and Mission
Critically, what’s contained in the Omni™ is grounded in science, both our own and that of third parties.
My hope is that you find the information contained in the Omni™ insightful and thought-provoking. We believe we are at a moment when there is a real opportunity to create A Better Tomorrow™. It won’t be easy. We acknowledge that.
All I ask is that you look carefully at the science and become familiar with what kind of regulatory actions are driving significant declines in smoking rates in a number of countries around the world.
We are also open to discussion. For Tobacco Harm Reduction to become a reality, we must work constructively with key stakeholders to reduce smoking-related disease through new product offerings.
Footnotes
# Adult smokers are adult consumers who smoke daily. Adult smokeless product consumers are adult consumers who use any smokeless product category at least on a weekly basis. BAT smokeless product consumers are defined as adults who consume Vapour, Heating Products, Modern Oral pouches or Traditional Oral pouches at least on a weekly basis. For cross-manufacturer estimates, the smokeless products category excludes Traditional Oral pouches. For full definitions, please refer to the cautionary statement.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Products sold in the U.S., including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claim will be made as to these products without agency clearance.
‡ Comparison with smoke from a scientific standard reference cigarette (approximately 9mg of tar) in terms of the average of the nine harmful components the World Health Organization recommends to reduce in cigarette smoke.
References
A full list of references for this page can be found in the section 11. References.
Exclusive access to the Omni™ Newsletter
Join the conversation shaping A Better Tomorrow™. Sign up to receive exclusive access to the Omni™ Newsletter and future Omni™ updates.
Signing up to the Omni™ Newsletter does not constitute consent to receive marketing communications.