Smokeless Consumer Growth
Added 4.7 million smokeless consumers in 2025, bringing the total to 34.1 million, driven mainly by strong performance in modern oral and described as the company's strongest growth acceleration to date.
Group results at top end of guidance
Delivered 2025 group results at the top end of guidance: group revenue increased 2.1% (constant currency), adjusted profit rose 3.4%, adjusted profit from operations grew 2.3%, and adjusted diluted EPS was up 3.4%.
Modern Oral outperformance
New categories revenue up 7% with modern oral up 48%; Velo Plus delivered over 300% growth in the U.S., doubled its consumer base, reached #2 in U.S. volume and value share gains (~+18 pp volume, ~+14 pp value), and Velo achieved global modern oral volume share leadership across top markets.
Improved new category profitability and scale
Gross profit in new categories increased by over GBP 200 million and category contribution reached GBP 442 million; company reports a GBP 1.4 billion improvement in category contribution since 2021 and new category contribution growth up 77% for the full year (constant rates).
Combustible resilience and U.S. strength
Combustible revenue grew 1% with gross profit and category contribution up 2.5%; U.S. combustibles revenue rose 4.6%, total U.S. revenue increased 5.5%, and U.S. adjusted profit grew 5.9%; gained 30 basis points of U.S. combustibles value share.
Regional outperformance in AME
AME delivered robust results with revenue growth of over 3%, combustible up >2%, new category revenue up 4.3% and modern oral up >17%; AME adjusted operating profit grew nearly 10% driven by operating leverage and efficiency gains.
Strong cash generation and returns to shareholders
Declared a 2% increase in dividend and increased share buyback to GBP 1.3 billion (up GBP 200 million); company returned GBP 34 billion of cash to shareholders since 2020 and remains on track to generate over GBP 50 billion of free cash flow by 2030.
Productivity and margin actions
Delivered GBP 1.2 billion in productivity savings since 2023, absorbed around GBP 300 million of inflationary cost increases in 2025, and expects a further GBP 2 billion in productivity savings by 2030; group operating margin broadly flat at 44% with ~10 basis points expansion at current rates.
Fit to Win program and transformation investment
Fit to Win expanded, targeting GBP 600 million of annualized incremental savings by 2028 (around GBP 500 million by 2027); program expected to incur around GBP 600 million of associated costs over the next two years, with GBP 500 million treated as adjusting.
Vapor H2 recovery and regulatory progress
Vuse returned to revenue growth in H2 2025 in the U.S. supported by early enforcement activity and competitor exits; favourable ITC developments (partial monetization gain ~GBP 900 million noted) and FDA pilot program for nicotine pouches seen as positive steps for regulated market recovery.