Smoking Cessation and e-cigarettes - US - March 2015
“The smoking cessation products and e-cigarettes market is in a period of flux, as e-cigarettes continue to gain mainstream acceptance and the NRT category adapts to a new pool of potential customers. Brands that can adapt to meet the needs of more consumers in more ways will be able to profit from these changes.”
-Molly Maier, Category Manager, Health, Household, Beauty & Personal Care
This report answers the following questions:
- Can NRTs turn stagnation into growth?
- How will changing regulations shape the future of the e-cigarette market?
- Will big tobacco brands push out smaller e-cigarette players?
Though smoking rates have been on the decline for decades, there are still 58 million adult smokers, at a bare minimum, in the US. These smokers are under ever-increasing pressure to quit, as smoking becomes more expensive, inconvenient, and socially unacceptable. Because quitting is extremely difficult and prone to failure, a market for smoking cessation products that promise to make quitting easier is likely to be around for years to come, even as smoking rates continue to decline. At the same time, the e-cigarette market, which didn’t exist in any significant way before 2011, has exploded.
This report looks at the ways that e-cigarettes and smoking cessation products may meet different needs for smokers but may also compete for customer dollars. It explores the remarkable success of the e-cigarette segment to date and looks forward to the ways that new regulation and new entrants to the market will shape the competitive landscape in the future.
This report covers electronic cigarettes, or e-cigarettes, which are defined as electronic devices designed to simulate smoking by producing an inhalable vapor, and smoking cessation products, which are defined as those products intended to assist and support smokers who are attempting to quit smoking.
E-cigarettes are not classified as smoking cessation devices, but they are also sometimes used by smokers or former smokers who are attempting to quit or cut down on smoking. Among the smoking cessation products included in this report are NRTs (nicotine replacement therapies), which deliver a measured dose of nicotine to a smoker that replaces the nicotine usually obtained from cigarettes. These types of products help wean the smoker from the reliance upon nicotine by providing just enough nicotine in a user’s bloodstream to mitigate cigarette cravings.
Sales data for smoking cessation gum, tablets, and patches are included. Other forms of smoking cessation products, such as filters and mouth sprays, are not included in the market size, as these products make up less than .01% of the category. Although not classified as a smoking cessation product, electronic smoking devices are also included in the market size.
This report will also include a discussion of alternative methods consumers use to quit smoking, such as prescription drugs or treatments, which are not included in the market size for this report. Additionally, alternative methods that assist with smoking cessation will be discussed, such as acupuncture, vitamins, hard candy, or non-nicotine chewing gum.
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