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Smoking Cessation and E-cigarettes - UK - February 2015

“Vaping has become a lifestyle choice, whether by choice due to health or money-saving benefits, or from long-term use as a smoking cessation method. Changing legislation will help consumers understand how to use it as a smoking cessation method, which may impact long-term usage. The smoking cessation market could learn from the experiential and personalised shopping experience offered by many E-cigarette retailers, as well as focusing more on innovation to bring attention back to smoking cessation brands and products.”

Roshida Khanom, Senior Personal Care Analyst

This report covers the following issues:

  • E-cigarettes; a lifestyle choice
  • Expertise and personalisation drive shopping
  • Big pharmas are slow to respond to E-cigarettes

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best and worst-case forecast of UK retail value sales of smoking cessation products, 2009-19
            • Market factors
              • Companies, brands and innovation
                • Figure 2: Brand shares in UK value sales of smoking cessation products, year ending November 2014
              • The consumer
                • Figure 3: Vaping status, by smoking status, November 2014
                • Figure 4: Reasons for vaping, November 2014
                • Figure 5: Consistency of E-cigarette usage/usage of non-prescription NRT methods in the last 12 months, November 2014
              • What we think
              • Issues and Insights

                  • E-cigarettes; a lifestyle choice
                    • The facts
                      • The implications
                        • Expertise and personalisation drive shopping
                          • The facts
                            • The implications
                              • Big pharmas are slow to respond to E-cigarettes
                                • The facts
                                  • The implications
                                  • Trend Application

                                      • Trend: Sense of the Intense
                                        • Trend: Make it Mine
                                          • Trend: Second Skin
                                          • Market Drivers

                                            • Key points
                                              • Less affluent socio-economic groups more likely to smoke
                                                • Figure 6: Prevalence of cigarette smoking, by socio-economic status, 2011 and 2012
                                              • Rising price of tobacco
                                                • Figure 7: Household expenditure on tobacco in the United Kingdom, at current prices, 1993-2013
                                              • Rise in children may impact future legislation
                                                • Figure 8: Trends in the age structure of the UK population, by gender, 2009-19
                                              • Rising population increases the strain on the NHS
                                                • E-cigarette users are limited to smokers
                                                  • Figure 9: Proportion of adults who use E-cigarettes, by cigarette smoking status, Q1 2014
                                                • Changes in legislation affecting E-cigarettes
                                                  • The impact of plain cigarette packaging
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • 2014 saw a rise in new launches
                                                        • Figure 10: New smoking cessation lozenge launches, 2014
                                                      • Own-label remains competitive
                                                        • Figure 11: New smoking cessation own-label launches, 2014
                                                      • The personalised approach
                                                        • Tracking data to encourage smoking cessation
                                                          • Tobacco companies lead innovation in E-cigarettes
                                                            • Alternatives to E-cigarettes
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Smoking cessation market takes a hit
                                                                  • Figure 12: UK retail value sales of smoking cessation products, 2009-19
                                                                • Further decline predicted
                                                                  • Figure 13: Best and worst-case forecast of UK retail value sales of smoking cessation products, 2009-19
                                                                • Forecast methodology
                                                                • Market Share

                                                                  • Key points
                                                                    • NiQuitin shows biggest loss in market share
                                                                      • Figure 14: Brand shares in UK value sales of smoking cessation products, 2013 and 2014 (year to November)
                                                                    • E-cigarette market may see consolidation
                                                                    • Companies and Products

                                                                      • Johnson & Johnson (McNeil Healthcare)
                                                                        • Background and structure
                                                                          • Strategy and financial performance
                                                                            • Figure 15: McNeil Healthcare (UK) Limited financial performance, 2012 and 2013
                                                                          • Product range and innovation
                                                                            • Marketing and advertising
                                                                              • Novartis
                                                                                • Background and structure
                                                                                  • Strategy and financial performance
                                                                                    • Figure 16: Novartis Consumer Health UK Limited financial performance, 2012 and 2013
                                                                                  • Product range and innovation
                                                                                    • Figure 17: Examples of new product launches by Novartis in the smoking cessation market, 2014
                                                                                  • Marketing and advertising
                                                                                    • GlaxoSmithKline
                                                                                      • Background and structure
                                                                                        • Strategy and financial performance
                                                                                          • Figure 18: GlaxoSmithKline UK Limited financial performance, 2012 and 2013
                                                                                        • Product range and innovation
                                                                                          • Figure 19: Examples of new product launches by GlaxoSmithKline in the smoking cessation market, 2014
                                                                                        • Marketing and advertising
                                                                                          • Vype
                                                                                            • Background and structure
                                                                                              • Strategy and financial performance
                                                                                                • Figure 20: British American Tobacco financial performance, 2012 and 2013
                                                                                              • Product range and innovation
                                                                                                • Marketing and advertising
                                                                                                  • Lorillard Inc
                                                                                                    • Background and structure
                                                                                                      • Strategy and financial performance
                                                                                                        • Figure 21: Lorillard Inc. financial performance, 2012 and 2013
                                                                                                      • Product range and innovation
                                                                                                        • Marketing and advertising
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Smoking cessation sees decline in advertising spend in 2014…
                                                                                                              • Figure 22: Main media advertising expenditure on smoking cessation products, by media type (excluding advertising for NHS Stop Smoking services), 2012-14
                                                                                                            • …whilst E-cigarettes show sharp increase
                                                                                                              • Figure 23: Main media advertising expenditure on E-cigarettes, by media type, 2012-14
                                                                                                            • Nicorette leads advertising in nicotine replacement therapies
                                                                                                              • Figure 24: Main media advertising expenditure on smoking cessation and E-cigarettes, by top 10 and other brands, 2014
                                                                                                          • Channels to Market

                                                                                                            • Key points
                                                                                                              • Rise of discount retailers
                                                                                                                • Figure 25: UK retail sales of smoking cessation aids, by outlet type and value, 2013 and 2014
                                                                                                            • The Consumer – Smoking/Vaping Status

                                                                                                              • Key points
                                                                                                                • Young people are more likely to smoke
                                                                                                                  • Figure 26: Smoking status, November 2014
                                                                                                                • Less than two in five vape
                                                                                                                  • Figure 27: Vaping status, November 2014
                                                                                                                • Non-smokers do not vape
                                                                                                                  • Figure 28: Vaping status, by smoking status, November 2014
                                                                                                              • The Consumer – Reasons for Vaping

                                                                                                                • Key points
                                                                                                                  • Long-term smokers may be looking for an alternative to smoking
                                                                                                                    • Figure 29: Reasons for vaping, November 2014
                                                                                                                  • Safety over convenience
                                                                                                                    • External influence is low
                                                                                                                      • Taste has low appeal
                                                                                                                      • The Consumer – Quitting Smoking

                                                                                                                        • Key points
                                                                                                                          • Older people less interested in quitting
                                                                                                                            • Figure 30: Quitting smoking status, November 2014
                                                                                                                          • Over a third of quitters currently vape
                                                                                                                            • E-cigarettes are the most popular smoking cessation method
                                                                                                                              • Figure 31: Methods used to quit smoking, November 2014
                                                                                                                            • Young people use NHS Stop Smoking services
                                                                                                                            • The Consumer – Places of Purchase

                                                                                                                              • Key points
                                                                                                                                • Availability of expertise drives purchase location
                                                                                                                                  • Figure 32: Places of purchase, November 2014
                                                                                                                                • Availability is changing E-cigarette purchasing channels
                                                                                                                                  • Young people shop at multiple channels
                                                                                                                                  • The Consumer – Usage of Smoking Cessation Methods

                                                                                                                                    • Key points
                                                                                                                                      • E-cigarettes are more likely to be used for longer
                                                                                                                                        • Figure 33: Usage of smoking cessation methods in the last 12 months, November 2014
                                                                                                                                      • E-cigarette users more likely to use them continuously
                                                                                                                                        • Figure 34: Consistency of E-cigarette usage/usage of non-prescription NRT methods in the last 12 months, November 2014
                                                                                                                                    • The Consumer – Attitudes towards E-cigarettes

                                                                                                                                      • Key points
                                                                                                                                        • Support for restrictions on usage in front of children
                                                                                                                                          • Figure 35: Attitudes towards E-cigarettes, November 2014
                                                                                                                                        • A confusing category
                                                                                                                                          • More effective for cutting down rather than quitting
                                                                                                                                            • Advertising causes conflicting views

                                                                                                                                            Companies Covered

                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                            Smoking Cessation and E-cigarettes - UK - February 2015

                                                                                                                                            £1,995.00 (Excl.Tax)