---
title: UK tobacco & nicotine media reputation tracker – September 2026
canonical_url: https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09
type: dataset
publisher: Omniscan
sector: UK Tobacco & Nicotine
period: September 2026
coverage_start: '2026-09-01'
coverage_end: '2026-09-30'
date_published: '2026-10-04'
last_updated: '2026-10-04'
organisations: 5
articles_analysed: 471
mentions: 198
data_download: https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09/data.json
summary: BAT had the highest average monthly share of coverage (52.5%) among 5 companies
  in UK earned media from 1 September 2026 to 30 September 2026, ahead of Imperial
  Brands (27.3%) and JTI (11.1%).
---

# UK tobacco & nicotine media reputation tracker: September 2026 (1 September 2026–30 September 2026)

> BAT had the highest average monthly share of coverage (52.5%) among 5 companies in UK earned media from 1 September 2026 to 30 September 2026, ahead of Imperial Brands (27.3%) and JTI (11.1%). Imperial Brands had the most favourable net tone (+26). Omniscan analysed 471 articles containing 198 mentions of the companies tracked.

Interactive version: https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09

## UK Tobacco & Nicotine ranking by share of coverage, September 2026

| Rank | Organisation | Average monthly share of coverage | Mentions | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- | --- | --- | --- |
| 1 | BAT | 52.5% | 104 | 30% | 54% | 16% | +13 |
| 2 | Imperial Brands | 27.3% | 54 | 31% | 63% | 6% | +26 |
| 3 | JTI | 11.1% | 22 | 23% | 68% | 9% | +14 |
| 4 | Philip Morris | 5.6% | 11 | 18% | 55% | 27% | −9 |
| 5 | Elf Bar | 3.5% | 7 | 29% | 43% | 28% | 0 |

## Companies in detail

### BAT

**BAT’s 2030 strategy anchors September’s smoking-alternatives coverage**

BAT ranked 1st of 5 by average monthly share of coverage (52.5%) in the UK Tobacco & Nicotine benchmark for September 2026, with 104 mentions and a net tone of +13.

Reuters reported that BAT expects annual revenue from smoking alternatives, including vapes and nicotine pouches, to grow at a mid-teens percentage rate through 2030. BAT ranked first with 104 mentions, representing 52.5% of tracked-company mentions. Financial results and shareholder returns dominated the subject mix with 65 mentions, followed by leadership and strategy with 16, regulation and the generational ban with eight, and smoke-free products and vapes with six. Morningstar reported that the 2030 strategy also targets a contribution margin of at least 30%, while BAT reaffirmed its 2026 guidance at the lower end of its ranges. Regulatory coverage included BAT urging retailers to respond to proposed UK restrictions on tobacco and vape packaging, display and marketing, alongside The Times’ report on its sponsorship of Reform UK’s conference. Financial and product coverage included the South African dividend, Heidelberg factory closure and broker assessments linking Velo, Vuse and balance-sheet progress with BAT’s prospects.

Key messages:

- BAT accounted for 52.5% of tracked-company mentions and ranked #1 among 5 in September 2026.
- Coverage concentrated on Financial Results & Shareholder Returns and Leadership & Strategy.
- 104 captured company mentions were recorded in September 2026.
- BAT predicts fast growth in smoking alternatives for the next decade — Reuters

Leading themes:

- Financial Results & Shareholder Returns: 62.5% of BAT's coverage (theme index 1.55, net tone +15)
- Leadership & Strategy: 15.4% of BAT's coverage (theme index 2.41, net tone +50)
- Regulation & the Generational Ban: 7.7% of BAT's coverage (theme index 0.56, net tone −12)

Notable positive coverage:

- 3 September 2026, theglobeandmail.com: [UBS Reaffirms Their Buy Rating on British American Tobacco (BATS)](https://www.theglobeandmail.com/investing/markets/markets-news/Tipranks/4432656/ubs-reaffirms-their-buy-rating-on-british-american-tobacco-bats/). UBS maintained a Buy rating on BAT with a £56 price target. The syndicated item cites the company's latest quarterly revenue and profit figures and positive insider-share-buying sentiment.
- 18 September 2026, proactiveinvestors.co.uk: [Jefferies backs BAT on nicotine pouch growth](https://www.proactiveinvestors.co.uk/a/d9c7d6cf/jefferies-backs-bat-on-nicotine-pouch-growth). Jefferies rates BAT a buy, arguing that growth in Velo nicotine pouches and vaping products could accelerate earnings and support a valuation re-rating. The broker cites BAT's improving balance sheet while noting competition, cigarette-volume decline and regulatory risks.
- 23 September 2026, proactiveinvestors.co.uk: [Leading US bank backs BAT ahead of US capital markets day](https://www.proactiveinvestors.co.uk/a/bdc32319/leading-us-bank-backs-bat-ahead-of-us-capital-markets-day). Citi reiterated its buy rating for BAT ahead of its US capital-markets day, citing progress in profitable smokeless products, Vuse and debt reduction. The bank expects BAT to focus on earnings growth, cash generation and shareholder returns, with Velo identified as a key growth asset.

Notable negative coverage:

- 29 September 2026, independent.co.uk: [FTSE 100 falls as bond worries offset lower oil](https://www.independent.co.uk/news/business/andy-burnham-donald-trump-ag-barr-vesuvius-iran-b3058482.html). BAT said current foreign-exchange rates were expected to reduce its 2026 adjusted diluted EPS growth by 2% to 2.5%. The company’s shares declined after the update.
- 14 September 2026, thetimes.com: [British American Tobacco sponsored Reform UK conference](https://www.thetimes.com/business/companies-markets/article/british-american-tobacco-sponsored-reform-conference-wwhpjq0m5). BAT sponsored lanyards at Reform UK's conference, whose leadership has pledged to repeal the incoming generational smoking ban. Politicians and health campaigners criticised the sponsorship, while BAT said it was part of engagement with policymakers.
- 4 September 2026, cityam.com: [Surge in third-party funding sparks wave in FTSE shareholder lawsuits](https://www.cityam.com/surge-in-third-party-funding-sparks-wave-in-ftse-hareholder-lawsuits/). BAT is facing further UK High Court shareholder group claims alleging inadequate disclosure of historical North Korea sanctions breaches. The article situates the BAT cases within a wider rise in FTSE shareholder litigation.

- [BAT deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09?entity=bat&view=deep-dive)
- [BAT PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09/reports/bat.pdf)

### Imperial Brands

**Buybacks, valuation scrutiny and nicotine expansion shape Imperial’s month**

Imperial Brands ranked 2nd of 5 by average monthly share of coverage (27.3%) in the UK Tobacco & Nicotine benchmark for September 2026, with 54 mentions and a net tone of +26.

Morningstar’s assessment led the month’s evidence, finding Imperial Brands shares undervalued despite concerns about combustible-market share and limited profitability from next-generation products. Imperial ranked second with 54 mentions and a 27.3% share of tracked-company mentions. Financial results and shareholder returns dominated the subject mix, accounting for 36 mentions, including reporting on the £1.45 billion buyback programme and share-price activity. Strategy coverage included the SEK515 million acquisition of Yoik Group and its Helwit nicotine-pouch brand, expanding Imperial’s smokeless portfolio and Swedish market position. Regulation also featured as Imperial urged convenience retailers to respond to the Tobacco & Vapes Act consultation while supporting measures to prevent youth access. Retail coverage reported the launch of Paramount Red Superkings for UK independent and wholesale outlets, extending the company’s value-cigarette range.

Key messages:

- Imperial Brands accounted for 27.3% of tracked-company mentions and ranked #2 among 5 in September 2026.
- Coverage concentrated on Financial Results & Shareholder Returns and Regulation & the Generational Ban.
- 54 captured company mentions were recorded in September 2026.
- Morningstar examined Imperial Brands’ valuation, combustible-market exposure and next-generation-product profitability — global.morningstar.com.

Leading themes:

- Financial Results & Shareholder Returns: 66.7% of Imperial Brands's coverage (theme index 1.43, net tone +31)
- Regulation & the Generational Ban: 11.1% of Imperial Brands's coverage (theme index 1.07, net tone 0)
- Leadership & Strategy: 11.1% of Imperial Brands's coverage (theme index 1, net tone +33)

Notable positive coverage:

- 7 September 2026, asiantrader.biz: [Imperial Brands acquires modern oral nicotine business](https://www.asiantrader.biz/imperial-brands-acquires-black-buffalo). Imperial Brands has acquired Swedish oral-nicotine company Yoik Group, owner of the Helwit pouch brand, for an initial SEK 515 million. The deal expands Imperial's next-generation nicotine portfolio, with Helwit already available in some UK retail outlets.
- 8 September 2026, 2firsts.com: [Imperial Brands Acquires Helwit Owner Yoik Group for SEK 515 Million, More Than Doubling Swedish Nicotine Pouch Share](https://www.2firsts.com/news/imperial-brands-acquires-helwit-owner-yoik-group-for-sek-515-million-more-than-doubling-swedish-nicotine-pouch-share). Imperial Brands has agreed to acquire Swedish nicotine-pouch business Yoik Group and its Helwit brand for SEK515 million plus deferred consideration. Helwit has selected UK retail distribution, while the acquisition is intended to expand Imperial's smokeless portfolio and Swedish market share.
- 30 September 2026, conveniencestore.co.uk: [Imperial Brands adds red variant to Paramount range](https://www.conveniencestore.co.uk/products/imperial-brands-adds-red-variant-to-paramount-range/724264.article). Imperial Brands has launched Paramount Red Superkings, extending its value cigarette range in UK independent and wholesale outlets. The company says the launch responds to growth in value-priced UK cigarette sales.

Notable negative coverage:

- 25 September 2026, ad-hoc-news.de: [Imperial Brands stock closes at 2,441 pence, down 1.37 percent at the LSE close](https://www.ad-hoc-news.de/boerse/news/nachboerse/imperial-brands-stock-closes-at-2-441-pence-down-1-37-percent-at-the-lse/70184768). Imperial Brands shares closed down 1.37% on the London Stock Exchange, underperforming the FTSE 100. The report also notes its ongoing share buyback programme and forthcoming dividend payment.

- [Imperial Brands deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09?entity=imperialbrands&view=deep-dive)
- [Imperial Brands PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09/reports/imperialbrands.pdf)

### JTI

**Illicit-trade action and Nordic Spirit partnership define JTI’s September**

JTI ranked 3rd of 5 by average monthly share of coverage (11.1%) in the UK Tobacco & Nicotine benchmark for September 2026, with 22 mentions and a net tone of +14.

JTI and The Times hosted a London discussion calling for coordinated action against illicit tobacco and its links to organised crime. JTI ranked third, with 22 mentions and an 11.1% share of tracked-company mentions. Illicit trade and enforcement led the subject mix with 12 mentions, followed by smoke-free products and vapes with four, marketing and youth-access controversies with five, and retail and distribution with one. JTI-backed test purchasing found illicit tobacco sales at 64% of independent Coventry stores visited and 14 of 41 shops tested in east Bristol, supporting its calls for stronger penalties, licensing and enforcement funding. Separately, Nordic Spirit became Co-op Live’s official nicotine-pouch partner under a long-term agreement covering venue sales and adult-consumer activations. As context, The Grocer’s examination of HMRC’s enforcement response cited estimates from JTI and Philip Morris suggesting that illicit tobacco was more extensive than official figures indicated.

Key messages:

- JTI accounted for 11.1% of tracked-company mentions and ranked #3 among 5 in September 2026.
- Coverage concentrated on Illicit Trade & Enforcement and Marketing & Youth-Access Controversies.
- 22 captured company mentions were recorded in September 2026.
- London illicit-tobacco discussion hosted by JTI and The Times — Convenience Store

Leading themes:

- Illicit Trade & Enforcement: 54.5% of JTI's coverage (theme index 19.2, net tone 0)
- Marketing & Youth-Access Controversies: 22.7% of JTI's coverage (theme index 5.71, net tone 0)
- Smoke-Free Products & Vapes: 18.2% of JTI's coverage (theme index 2.91, net tone +50)

Notable positive coverage:

- 2 September 2026, talkingretail.com: [Co-op Live partnership for Nordic Spirit](https://www.talkingretail.com/products-news/tobacco/co-op-live-partnership-for-nordic-spirit-02-09-2026/). JTI UK's Nordic Spirit has become Co-op Live's official nicotine-pouch partner in a long-term deal. The pouches will be promoted to adult consumers and sold at selected bars in the Manchester arena.
- 3 September 2026, theedinburghreporter.co.uk: [Nordic Spirit Mint, Spearmint and Every Flavour In Between: The Complete UK Guide](https://theedinburghreporter.co.uk/2026/09/nordic-spirit-mint-spearmint-and-every-flavour-in-between-the-complete-uk-guide/). A promotional UK guide profiles JTI's Nordic Spirit nicotine-pouch range, including flavours, strengths, pricing and use. It describes Nordic Spirit as the UK's best-selling nicotine-pouch brand while noting that nicotine is addictive and products are for adults only.
- 8 September 2026, bristolpost.co.uk: [Undercover operation catches Bristol shops selling illegal tobacco](https://www.bristolpost.co.uk/news/bristol-news/undercover-operation-catches-one-three-11146396). A JTI-backed undercover operation found that 14 of 41 independent shops tested in east Bristol sold illicit tobacco, with some products stored off-site. JTI called for stronger penalties, larger fines and more enforcement funding, with evidence to be passed to Trading Standards and HMRC.

- [JTI deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09?entity=jti&view=deep-dive)
- [JTI PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09/reports/jti.pdf)

### Philip Morris

**ZYN Melts and retail recognition shaped Philip Morris coverage**

Philip Morris ranked 4th of 5 by average monthly share of coverage (5.6%) in the UK Tobacco & Nicotine benchmark for September 2026, with 11 mentions and a net tone of −9.

2Firsts reported the UK launch of ZYN Melts, a four-product range of dissolvable oral nicotine tablets, while Talking Retail covered Philip Morris being named Tobacco & Vaping Supplier of the Year at the Spar Scotland Awards. Philip Morris recorded 11 mentions, representing 5.6% of tracked-company mentions and fourth place in September. Financial results and shareholder returns, regulation and the generational ban, and marketing and youth access each had two mentions, while smoke-free products and vapes had two. A Yahoo Finance industry outlook discussed Philip Morris alongside UK-listed British American Tobacco, citing cigarette-volume pressure, costs and regulation as challenges and smoke-free products as an opportunity. The launch and supplier award provided specific UK product and retail developments within a month that also included meaningful secondary appearances in wider reporting. Context: wider sector articles addressed illicit tobacco estimates, nicotine-pouch age verification, lobbying links and planned restrictions on youth access and marketing.

Key messages:

- Philip Morris accounted for 5.6% of tracked-company mentions and ranked #4 among 5 in September 2026.
- Coverage concentrated on Financial Results & Shareholder Returns and Smoke-Free Products & Vapes.
- 11 captured company mentions were recorded in September 2026.
- UK launch of ZYN Melts dissolvable oral nicotine tablets — 2Firsts

Leading themes:

- Marketing & Youth-Access Controversies: 18.2% of Philip Morris's coverage (theme index 3.4, net tone −100)
- Financial Results & Shareholder Returns: 18.2% of Philip Morris's coverage (theme index 0.34, net tone +50)
- Smoke-Free Products & Vapes: 18.2% of Philip Morris's coverage (theme index 2.62, net tone 0)

- [Philip Morris deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09?entity=philipmorris&view=deep-dive)
- [Philip Morris PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09/reports/philipmorris.pdf)

### Elf Bar

**Elf Bar foregrounds regulation and nicotine reduction**

Elf Bar ranked 5th of 5 by average monthly share of coverage (3.5%) in the UK Tobacco & Nicotine benchmark for September 2026, with 7 mentions and a net tone of 0.

Independent editorial coverage led with Elf Bar’s UK survey arguing that proposed restrictions on flavour names, packaging, device colours and retail displays could deter adult smokers from vaping. Lost Mary also sought consumer feedback on a Reduced Nicotine Kit offering 2%, 1% and 0% nicotine pods to support gradual reduction. Elf Bar recorded seven tracked-company mentions, representing a 3.5% share and fifth place among the tracked cohort in September. Regulation and the generational ban accounted for five mentions, while smoke-free products and vapes accounted for two. The survey and Reduced Nicotine Kit gave the month’s coverage a combined policy and product-development focus. Wider regulation coverage cited the Elf Bar-commissioned research, Canadian findings on flavour restrictions and the forthcoming UK Vaping Products Duty without reporting further developments by the company.

Key messages:

- Elf Bar accounted for 3.5% of tracked-company mentions and ranked #5 among 5 in September 2026.
- Coverage concentrated on Regulation & the Generational Ban and Smoke-Free Products & Vapes.
- 7 captured company mentions were recorded in September 2026.
- Elf Bar survey on the potential public-health cost of proposed vaping restrictions — conveniencestore.co.uk

Leading themes:

- Regulation & the Generational Ban: 71.4% of Elf Bar's coverage (theme index 8.53, net tone −40)
- Smoke-Free Products & Vapes: 28.6% of Elf Bar's coverage (theme index 4.2, net tone +100)

Notable positive coverage:

- 23 September 2026, conveniencestore.co.uk: [Lost Mary is seeking feedback on its new vape kit concept](https://www.conveniencestore.co.uk/products/lost-mary-is-seeking-feedback-on-its-new-vape-kit-concept/723985.article). Lost Mary is seeking feedback on a Reduced Nicotine Kit containing pods at 2%, 1% and 0% nicotine strengths, designed to help smokers and vapers taper nicotine use. The brand says Tobacco and Vapes Act proposals could make switching products less identifiable and accessible.
- 23 September 2026, grocerytrader.co.uk: [LOST MARY Invites Feedback on New Reduced Nicotine Kit Concept](https://grocerytrader.co.uk/lost-mary-invites-feedback-on-new-reduced-nicotine-kit-concept/). Lost Mary is seeking UK consumer feedback on a Reduced Nicotine Kit containing pods at 2%, 1% and 0% nicotine strength to support gradual reduction. The brand says research found interest among smokers, while arguing proposed Tobacco and Vapes Act measures could discourage switching to vaping.

- [Elf Bar deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09?entity=elfbar&view=deep-dive)
- [Elf Bar PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09/reports/elfbar.pdf)

## Methodology

- **Share of coverage**: an organisation's mentions divided by all mentions of the organisations tracked in the same sector that month, in UK earned media. It is the central measure of media visibility in Omniscan benchmarks. "Average monthly share" is the mean of the monthly shares across the reporting period.
- **Mention**: one article that covers an organisation, classified as positive, neutral or negative in tone. Articles are deduplicated, and an organisation's own websites and passing sponsorship name-checks are excluded, so only earned media counts.
- **Net tone**: positive mentions minus negative mentions, as a percentage of all mentions (range −100 to +100).
- **Themes**: every article is assigned to one of the sector's editorial themes. A theme index above 1 means the organisation is covered on that theme more than its peers are; below 1 means less.
- **Calculation**: every figure is computed directly from the classified articles; narrative summaries are checked against those figures.
- **Sources**: UK national and international, trade and specialist, regional and local, and aggregator and syndication earned media.

## Other UK Tobacco & Nicotine editions

- [UK tobacco & nicotine media reputation tracker – 2026 year to date](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-ytd.md)
- [UK tobacco & nicotine media reputation tracker – H1 2026](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-h1.md)
- [UK tobacco & nicotine media reputation tracker – July 2026](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-07.md)
- [UK tobacco & nicotine media reputation tracker – August 2026](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08.md)
- [All Omniscan media benchmarks](https://www.omniscan.ai/benchmarks.md)

## How to cite

Omniscan, "UK tobacco & nicotine media reputation tracker", September 2026 (1 September 2026–30 September 2026), published 4 October 2026. https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09