The more popular vapour products have become, the more consumer-centric and design-led the new products need to be. Vuse also became the world’s first global carbon neutral vape brand in 2021. This demonstrates continued strong momentum across our global New Category business. With vapour being the largest New Category product by revenue and number of consumers in the nicotine sector, achieving global leadership in vaping marks an important milestone in our transformation. Revenue was up 56% to £952 million at constant currency. In July 2021, Vuse achieved global vapour value share leadership with a value share of 32.1%. According to adult population modelling studies cited in the review, a significant reduction in premature deaths could be achieved if current smokers switched exclusively to vaping rather than continuing to smoke cigarettes. This is despite a number of scientific reviews published in the same period showing that vaping products present less risk to health than cigarettes *†, so long as they are manufactured in accordance with quality standards. The review showed that the number of people who incorrectly believe vaping is as harmful or more harmful than smoking conventional cigarettes has risen in the UK, Europe, and the US over the past decade. This is a summary of more than 300 peer-reviewed scientific papers and other evidence published by around 50 institutions over the past decade. In 2021, we published a comprehensive review of the scientific evidence for vaping products, their potential health effects, and their role in tobacco harm reduction 3. It also means the UK has one of the lowest smoking incidences in Europe 2. This figure represents a significant reduction in the proportion of smokers from 2018, when 14.7% of the adult population smoked, and continues the trend in falling smoking prevalence since 2011. According to the UK’s Office for National Statistics, 6.3% of the adult population vape, and smoking levels have dropped to 14.1%, from 23% of the adult population in 2012. In the UK, for example, the Office for Health Improvement & Disparities (formerly known as Public Health England) has previously issued a series of expert reviews of the latest evidence, concluding: “based on current knowledge, vaping is at least 95% less harmful than smoking” 1. This is supported by a wealth of global reviews, studies and reports. There is growing consensus among many in the public health community and academia about the role of vapour products as a reduced-risk *† alternative to smoking.
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