British American Tobacco said it remained confident of its ability to push through price increases in 2010, in spite of further evidence that cigarette sales are softening as smokers feel the pinch of the recession.

“I think there are a number of markets where we see good opportunities for prices to go up in 2010,” said Paul Adams, chief executive. “The industry pricing momentum has been good up to this point in time and I see no reason why that can’t continue.”