Getting closer to our consumers

We start with the consumer. To be more precise, we start with our consumers.

It is our focus on getting closer to these consumers that empowers us to deliver stronger brands. It has brought more rigour and innovation to both our combustible business and NGP. And we see further opportunities ahead.

A challenger approach to building brands

As a challenger, we are focused on meeting the needs of selected consumers, rather than outright market dominance. That means we get to know our consumers – the people our brands resonate with the most – better than anyone else.

We have a broad portfolio with a distinctive mix of international and ‘local jewel’ brands. We use insights to build brands which are focused, differentiated and address our consumers’ particular needs. We can then specifically innovate towards those needs to inspire passion and loyalty.

How we focus on our consumers

We have designed a way of working where our consumer is at the centre. We understand:

• When and where consumers use our products
• Who our consumers are and how we can target them
• How consumers use our products and what improvements they are seeking

Our consumers give immediate feedback on our prototype designs or new blends and flavours; our SenseHub centres in Liverpool and Hamburg allow our product and science teams to innovate in a live environment, reacting to consumer feedback in the moment.

We have also done extensive work to identify consumer typologies, which give us a nuanced understanding of our consumers’ mindsets, habits and lifestyles.

Combining these approaches, we can identify and listen to our target consumers, define what our brands stand for and innovate to improve our offerings.

Rapidly delivering what our consumers want

We innovate rapidly using deep insights from our consumers. That means we can deliver the things they want – trusted, differentiated brands, authentic flavours, innovative products – faster.

Everything we do is driven by a deep understanding of our consumers. We now have better consumer capabilities – a clearer view of who they are and what they want. Our consumers are an integral part of our innovation process.

All that leads to strong, distinctive brands.