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Reported m vs 2024 % Impact of exchange m Reported at cc m Reported at cc vs 2024 % Reported m New Categories: Vapour 934 -6.4 % 29 963 -3.4 % 998 HP Modern Oral 317 +296.9 % 10 327 +309.6 % 80 Total New Categories 1,251 +16.1 % 39 1,290 +19.8 % 1,078 Traditional Oral 1,006 -5.0 % 31 1,037 -2.0 % 1,058 Combustibles 9,218 +1.4 % 295 9,513 +4.6 % 9,094 Other 59 +23.2 % 4 63 +27.5 % 48 Revenue 11,534 +2.3 % 369 11,903 +5.5 % 11,278 For the year ended 31 December 2025 2024 AME Reported m vs 2024 % Impact of exchange m Reported at cc m Reported at cc vs 2024 % Reported m New Categories: Vapour 543 -11.2 % (1) 542 -11.4 % 611 HP 470 +6.2 % 1 471 +6.2 % 443 Modern Oral 800 +18.3 % (6) 794 +17.3 % 676 Total New Categories 1,813 +4.8 % (6) 1,807 +4.3 % 1,730 Traditional Oral 37 +9.9 % (1) 36 +5.1 % 34 Combustibles 6,974 -0.9 % 226 7,200 +2.3 % 7,039 Other 485 +10.8 % 20 505 +15.7 % 438 Revenue 9,309 +0.7 % 239 9,548 +3.3 % 9,241 For the year ended 31 December 2025 2024 APMEA Reported m vs 2024 % Impact of exchange m Reported at cc m Reported at cc vs 2024 % Reported m New Categories: Vapour 65 -41.2 % 3 68 -39.4 % 112 HP 444 -7.0 % 15 459 -3.8 % 478 Modern Oral 48 +39.8 % 1 49 +44.2 % 34 Total New Categories 557 -10.6 % 19 576 -7.6 % 624 Traditional Oral Combustibles 4,009 -11.9 % 165 4,174 -8.3 % 4,552 Other 201 +16.3 % 12 213 +23.7 % 172 Revenue 4,767 -10.9 % 196 4,963 -7.2 % 5,348 Note: cc: constant currency measures are calculated based on a re-translation of the current years results of the Group at the prior years exchange rates and, where applicable, its geographical segments or product categories