Transformation Momentum and Financial Flexibility
The company sharpened execution and delivered improved performance in the second half of the year, with smokeless accounting for 17.5% of group revenue, up 1 percentage point versus last year. New category contribution improved by GBP251 million and a 7 percentage point increase in category contribution margin on an organic constant rates basis.
New Category Revenue Growth
Group revenue grew by 1.3%, and new category revenue grew by 8.9%. Adjusted operating profit rose 1.4%, and diluted EPS increased by 3.6%. Modern Oral revenue grew 53% in 2024, with strong growth across all regions.
Commitment to Shareholder Returns
Progress in financial flexibility enabled the initiation of sustainable share buyback, with leverage within the target range at 2.4 times, alongside a progressive dividend with 2% growth announced.
Strong Performance in Europe
New category growth enabled the European business to exceed group mid-term revenue guidance, with significant increases in absolute category contribution through scale and efficiencies.
U.S. Market Recovery
Investments in the U.S. market have begun to pay off, with volume share stabilizing and plans for a return to growth in 2025, despite macroeconomic pressures and illicit trade challenges.