Bank of America scanner data for the four weeks ending May 30, 2026, shows British American Tobacco (BTI) is gaining momentum in alternative nicotine categories. BTI’s oral and smokeless tobacco sales surged 28.3% during the period. The company also secured a 590-basis-point increase in volume share for the segment.
In the vapour category, BTI bucked a 17.2% overall market decline by growing its own sales 8.8%. This performance resulted in an 800-basis-point gain in vapour market share.
Conversely, the company’s traditional cigarette business faced industry-wide headwinds as sales fell 5.3%. BTI recorded a 110-basis-point loss in cigarette volume share. These figures underscore BTI’s strategic transition toward smokeless products as its primary U.S. growth engine.