
British American Tobacco's Modern Oral segment grew 65.9% in H1'26 and is now the company's largest New Category while holding a 39.2% volume share in top markets. Sweden, Norway, Poland, and the US show how oral nicotine expands the pool of users as cigarettes decline. A reverse DCF shows that the shares at $55 look to price Modern Oral at a mere 16% CAGR, while this segment has been compounding at 47-66% recently.










