Vaping helps British American Tobacco reach over 20 million cigarette-free customers

The number of people vaping and using other forms of smoke-free products at British American Tobacco has passed 20 million as the FTSE 100 company continues to seek out a future beyond the cigarette.

BAT said 2.1 million more people were using its “non-combustible” range -- which include tobacco heating products as well as vapes and snuff -- taking the total number of customers around the world to 20.4 million.

Vapes are seen as a way to help people give up cigarettes and have even been linked with NHS stop-smoking initiatives. But the products have also been at the centre of controversy about their appeal to young people, including those who have never smoked.

BAT’s flagship e-cigarette, Vuse, helped its vaping revenues grow by 48% to £590 million, while overall sales were almost £13 billion, up 6%.

The company, which remains best known for its traditional cigarette brands including Lucky Strike and Dunhill, will launch a throw-away version of Vuse. The rechargable device faces growing competition from disposable rivals.

Jack Bowles, chief executive, said BAT was “not immune “to the increasing macro-economic pressures, exacerbated by the conflict in Ukraine,” as the soaring cost of living erodes customers’ spending power around the world.

“However, we are well positioned to navigate the current turbulent environment due to our powerful brands, operational agility and continued strong cash generation.”

Shares in BAT slipped 0.2% in London on Wednesday to 3470p.