In 2024, British American Tobacco's modern oral products made the majority of their revenue in Europe and the Americas (excluding the U.S.), reaching *** million British pounds. Revenue in Asia-Pacific, the Middle East and Africa amounted to about ** million British pounds.
BAT's Modern Oral category primarily includes the VELO brand. This brand offers tobacco-free nicotine pouches that are placed under the lip and release nicotine and flavors. In addition to VELO, BAT has historically offered other brands such as LYFT and EPOK in the modern oral nicotine product category. However, these brands have been consolidated under the VELO brand in many markets to simplify the portfolio.
In 2023, the source revised its regional structure (from four to three): US, AME & APMEA.
Americas & Europe (AME): Belgium, Brazil, Canada, Chile, Colombia, Czechia, Denmark, France, Germany, Hungary, Italy, Mexico, Netherlands, Poland, Romania, Spain, Switzerland, Ukraine, UK.
Asia-Pacific, Middle East and Africa (APMEA): Australia, Bangladesh, Japan, Kazakhstan, Malaysia, New Zealand, Pakistan, Saudi Arabia, South Africa, South Korea, Taiwan, Vietnam.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
British American Tobacco. (February 13, 2025). Revenue of Modern Oral in 2024, by region (in million British pounds) [Graph]. In Statista. Retrieved July 05, 2025, from https://www.statista.com/statistics/1330882/modern-oral-revenue-by-region/
British American Tobacco. "Revenue of Modern Oral in 2024, by region (in million British pounds)." Chart. February 13, 2025. Statista. Accessed July 05, 2025. https://www.statista.com/statistics/1330882/modern-oral-revenue-by-region/
British American Tobacco. (2025). Revenue of Modern Oral in 2024, by region (in million British pounds). Statista. Statista Inc.. Accessed: July 05, 2025. https://www.statista.com/statistics/1330882/modern-oral-revenue-by-region/
British American Tobacco. "Revenue of Modern Oral in 2024, by Region (in Million British Pounds)." Statista, Statista Inc., 13 Feb 2025, https://www.statista.com/statistics/1330882/modern-oral-revenue-by-region/
British American Tobacco, Revenue of Modern Oral in 2024, by region (in million British pounds) Statista, https://www.statista.com/statistics/1330882/modern-oral-revenue-by-region/ (last visited July 05, 2025)
Revenue of Modern Oral in 2024, by region (in million British pounds) [Graph], British American Tobacco, February 13, 2025. [Online]. Available: https://www.statista.com/statistics/1330882/modern-oral-revenue-by-region/
