Notes to Editors
About the Survey
The Tobacco Harm Reduction survey is opinion-based research commissioned by BAT and conducted by third-party market research firm, Kantar, in 2024 & 2025 based on the opinions of different categories of respondents including Nicotine Users (n=6.000), Policy Experts (n+450), and Medical Professionals (n+600) across 15 markets: Australia, U.S., UK, Canada, France, Germany, Italy, Poland, Romania, Sweden, Brazil, Japan, South Korea, Pakistan, and New Zealand.
BAT has applied its understanding of the scientific literature to the THR survey results to draw conclusions about survey participants’ general understanding and awareness of THR. This research reflects BAT’s commitment to reducing the health impact of its business and advancing science-based dialogue with public health authorities, regulators and scientists on Tobacco Harm Reduction.
Notes
- Former Govt officials, Academia & Research leaders, Members of NGOs & Advocacy groups, Senior Legal experts, Members of relevant Non-Governmental Institutions (NGIs), Policy & Advocacy experts.
- Nicotine User (using nicotine product at least weekly) aware of at least one smokeless product (E-cigarettes or vaping products, Heating products, Oral Nicotine pouches).
- HCPs (GPs, FPs, Oncologists, Pulmonologists, Cardiologists), Outpatient Clinical Specialists, Pharmacists, Community Healthcare Workers, Mental Health Practitioners and Nurses.
- The data points across the two years are not directly comparable due to changes in question wording; however, since the response scale was maintained, they may still provide indicative insights into relative trends.
- Multi-market findings based on average of scores obtained across 15 markets: Australia, U.S, UK, Canada, France, Germany, Italy, Poland, Romania, Sweden, Brazil, Japan, South Korea, Pakistan and New Zealand.
- Compared to the scores among other cohorts (Nicotine users and Medical professionals).
- Active users of a category defined as at least weekly users of the category.
- Smokers defined as daily users of cigarettes who have tried or are open to trying at least one new category (E-cigarettes or vaping products, Heating Products, Nicotine Pouches) in the future.
Forward-looking statements
This release contains certain forward-looking statements, including “forward-looking” statements made within the meaning of the U.S. Private Securities Litigation Reform Act of 1995. These statements are often, but not always, made through the use of words or phrases such as “believe,” “anticipate,” “could,” “may,” “would,” “should,” “intend,” “plan,” “potential,” “predict,” “will,” “expect,” “estimate,” “project,” “positioned,” “strategy,” “outlook”, “target” and similar expressions. These include statements regarding our customer target ambition, New Categories revenue targets and our ESG targets.
All such forward-looking statements involve estimates and assumptions that are subject to risks, uncertainties and other factors. It is believed that the expectations reflected in this release are reasonable but they may be affected by a wide range of variables that could cause actual results to differ materially from those currently anticipated. A review of the reasons why actual results and developments may differ materially from the expectations disclosed or implied within forward-looking statements can be found by referring to the information contained under the headings “Cautionary Statement” and “Group Principal Risks ” in the 2024 Annual Report and Form 20-F of British American Tobacco p.l.c. (BAT).
Additional information concerning these and other factors can be found in BAT’s filings with the U.S. Securities and Exchange Commission (“SEC”), including the Annual Report on Form 20-F and Current Reports on Form 6-K, which may be obtained free of charge at the SEC’s website, http://www.sec.gov and BAT’s Annual Reports, which may be obtained free of charge from the BAT website www.bat.com.
Past performance is no guide to future performance and persons needing advice should consult an independent financial adviser. The forward-looking statements reflect knowledge and information available at the date of preparation of this release and BAT undertakes no obligation to update or revise these forward-looking statements, whether as a result of new information, future events or otherwise. Readers are cautioned not to place undue reliance on such forward-looking statements.