Oxford Economics was commissioned by BAT to assess the size and impact of the market for alternative nicotine products in the UK in 2019. Vapour products are the most important in this category, which also includes oral nicotine pouches and tobacco heating products.
We conducted an economic modelling assessment to understand the scale of the impact of BAT’s own operations in this market, including their direct operations such as R&D activity; their supply chain purchases and the spending of their staff in consumer-facing industries, as well as the impact of the operations of retailers selling BAT’s alternative nicotine products. We also considered the impact of the full UK retail market for alternative nicotine products.
Figures from the Office for National Statistics found that there were 3.1 million vapers in the UK in 2019, with BAT forecasting the total amount spent on these products to rise to £1.5bn by 2021.
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