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Smoking Cessation Products - US - December 2012

“Sales of smoking cessation products are expected to continue to experience growth. However, growth is limited as the market faces many challenges, such as domination from private label brands and a decreasing consumer base.”

– Emily Krol, Health and Wellness analyst

Some questions answered in this report include:

  • What is the impact of smoking bans on the cessation product market?
  • How can consumers (or marketers) adopt new technologies and innovations in this market?
  • How do private label brands affect the smoking cessation market?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of smoking cessation products, at current prices, 2007-17
                          • Figure 2: Cigarette smoking usage and stop smoking attempts, May 2003-June 2012
                        • Segment snapshots
                          • Figure 3: Sales of smoking cessation aids, segmented by type, 2011 and 2012
                        • Market factors
                          • Demographics
                            • Figure 4: Population, by age, 2012 and 2017
                            • Figure 5: Smoking status, by age, August 2012
                            • Figure 6: Smoking status, by gender, August 2012, and average number of cigarettes smoked, by gender, April 2011-June 2012
                            • Figure 7: Population, by race and Hispanic origin, 2012 and 2017
                          • Lower median income
                            • Figure 8: Median household income, in inflation-adjusted dollars, 2001-11
                          • Healthcare costs
                            • Bans
                              • Graphic labels
                                • Cigarette taxes
                                  • Retailers
                                    • Figure 9: Sales of smoking cessation aids, by channel, 2012
                                  • Key players
                                      • Figure 10: MULO sales of smoking cessation products, by leading companies, 2011 and 2012
                                    • The consumer
                                      • Reasons to quit
                                        • Figure 11: Reasons for quitting, August 2012
                                      • Smoking cessation product attributes
                                        • Figure 12: Smoking cessation product attributes, August 2012
                                      • Challenges to quitting
                                        • Figure 13: Challenges to quitting smoking, by quitter groups, August 2012
                                      • What we think
                                      • Issues in the Market

                                          • What is the impact of smoking bans on the cessation product market?
                                            • How can consumers (or marketers) adopt new technologies and innovations in this market?
                                              • How do private label brands affect the smoking cessation market?
                                              • Insights and Opportunities

                                                • Retail locations
                                                  • In-store support
                                                    • Positioning
                                                      • Role of technology
                                                        • Retreats
                                                          • Natural products
                                                          • Trend Applications

                                                              • Trend: No Resting Place
                                                                • Trend: Sense of the Intense
                                                                  • 2015 Trend: Brand Intervention
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Growth for smoking cessation aids expected to continue
                                                                        • Sales and forecast of smoking cessation products
                                                                          • Figure 14: Total U.S. retail sales and forecast of smoking cessation products, at current prices, 2007-17
                                                                          • Figure 15: Total U.S. retail sales and forecast of smoking cessation products, at inflation-adjusted prices, 2007-17
                                                                        • Fan chart forecast
                                                                            • Figure 16: Total U.S. sales and fan chart forecast of smoking cessation aids, at current prices, 2007-17
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Demographics
                                                                              • Age
                                                                                • Figure 17: Population, by age, 2007-17
                                                                              • Ethnicity
                                                                                • Figure 18: Population, by race and Hispanic origin, 2007-17
                                                                              • Population of smokers
                                                                                • Figure 19: Cigarette smoking usage and stop smoking attempts, May 2003-June 2012
                                                                              • Lower median income
                                                                                • Figure 20: Median household income, in inflation-adjusted dollars, 2001-11
                                                                                • Figure 21: Average cost of smoking cessation products based on MULO sales of smoking cessation products, 2012
                                                                              • Healthcare costs
                                                                                • Education level
                                                                                  • Figure 22: Cigarette smoking usage, by education level, April 2011-June 2012
                                                                                  • Figure 23: Average number of cigarettes smoked, by education level, April 2011-June 2012
                                                                                • Efforts to reduce smoking
                                                                                  • Smoking bans
                                                                                    • Graphic labels
                                                                                      • Taxes
                                                                                      • Competitive Context

                                                                                        • Prescription smoking products
                                                                                          • E-cigarettes
                                                                                            • Alternative ways to quit smoking
                                                                                              • Not quitting
                                                                                                • Figure 24: Opinions: diet and health, by smokers and non-smokers, April 2011-June 2012
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Gum dominates smoking cessation market
                                                                                                  • Sales of smoking cessation aids, by segment
                                                                                                    • Figure 25: Sales of smoking cessation aids, segmented by type, 2010 and 2012
                                                                                                • Segment Performance – Smoking Cessation Gum

                                                                                                  • Key points
                                                                                                    • Consumers prefer to chew
                                                                                                      • Sales and forecast of smoking cessation gum
                                                                                                        • Figure 26: Sales and forecast of smoking cessation gum, at current prices, 2007-17
                                                                                                    • Segment Performance – Smoking Cessation Tablets

                                                                                                      • Key points
                                                                                                        • Tablets continue to grow
                                                                                                          • Sales and forecast of smoking cessation tablets
                                                                                                            • Figure 27: Sales and forecast of smoking cessation tablets, at current prices, 2007-17
                                                                                                        • Segment Performance – Smoking Cessation Patches

                                                                                                          • Key points
                                                                                                            • Patches losing share to other methods
                                                                                                              • Sales and forecast of smoking cessation patches
                                                                                                                • Figure 28: Sales and forecast of smoking cessation patches, at current prices, 2007-17
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • “Other” channels lead smoking cessation sales
                                                                                                                  • Sales of smoking cessation aids, by channel
                                                                                                                    • Figure 29: Sales of smoking cessation aids, by channel, 2010 and 2012
                                                                                                                  • Consumer retail purchase habits
                                                                                                                    • Figure 30: Smoking cessation product purchase locations, August 2012
                                                                                                                • Retail Channels – Drug Stores

                                                                                                                  • Key points
                                                                                                                    • Drug stores as a health and wellness partner
                                                                                                                      • Drug store sales of smoking cessation aids
                                                                                                                        • Figure 31: Drug store sales of smoking cessation aids, at current prices, 2007-12
                                                                                                                    • Retail Channels – Supermarkets

                                                                                                                      • Key points
                                                                                                                        • Increased sales at supermarkets
                                                                                                                          • Supermarket sales of smoking cessation aids
                                                                                                                            • Figure 32: Supermarket sales of smoking cessation aids, at current prices, 2007-12
                                                                                                                        • Retail Channels – Other Retail Channels

                                                                                                                          • Key points
                                                                                                                            • “Other” channels smoking hot
                                                                                                                              • Other retail channel sales of smoking cessation aids
                                                                                                                                • Figure 33: Other channels sales of smoking cessation aids, at current prices, 2007-12
                                                                                                                            • Leading Companies

                                                                                                                              • Key points
                                                                                                                                • Private label brands dominate the market
                                                                                                                                  • Manufacturer sales of smoking cessation products
                                                                                                                                    • Figure 34: MULO sales of smoking cessation products, by leading companies, 2011 and 2012
                                                                                                                                  • Most used cessation product is NicoDerm CQ
                                                                                                                                    • Figure 35: Smoking cessation brands used, by gender, April 2011-June 2012
                                                                                                                                • Brand Share – Anti-Smoking Gum

                                                                                                                                  • Key points
                                                                                                                                    • Private label brand dominates the market for gum
                                                                                                                                      • Manufacturer sales of anti-smoking gum
                                                                                                                                        • Figure 36: MULO sales of anti-smoking gum by leading companies, by leading companies, 2011 and 2012
                                                                                                                                    • Brand Share – Anti-Smoking Tablets

                                                                                                                                      • Key points
                                                                                                                                        • Strong increases for lozenges
                                                                                                                                          • Manufacturer sales of anti-smoking tablets
                                                                                                                                            • Figure 37: MULO sales of anti-smoking tablets, by leading companies, 2011 and 2012
                                                                                                                                        • Brand Share – Anti-Smoking Patches

                                                                                                                                          • Key points
                                                                                                                                            • NicoDerm CQ experienced slight decrease
                                                                                                                                              • Manufacturer sales of anti-smoking patches
                                                                                                                                                • Figure 38: MULO sales of anti-smoking patches, by leading companies, 2011-12
                                                                                                                                            • Innovations and Innovators

                                                                                                                                              • Key points
                                                                                                                                                • Product introductions come from private label brands
                                                                                                                                                  • Figure 39: Share of branded/private label smoking cessation product launches, 2007-12
                                                                                                                                                • Opportunity to introduce new flavors
                                                                                                                                                  • Figure 40: Smoking cessation product launches, by flavor, 2007-12
                                                                                                                                                • Other products
                                                                                                                                                  • Other countries
                                                                                                                                                    • Alternative methods
                                                                                                                                                    • Marketing Strategies

                                                                                                                                                      • Overview of the brand landscape
                                                                                                                                                        • Brand analysis: Nicorette
                                                                                                                                                          • Figure 41: Brand analysis of Nicorette, 2012
                                                                                                                                                        • TV presence
                                                                                                                                                          • Figure 42: Nicorette, “New Radio,” 2012
                                                                                                                                                          • Figure 43: Nicorette, “Celebrate the Win,” 2011
                                                                                                                                                        • Online initiatives
                                                                                                                                                          • Social networking
                                                                                                                                                            • Committed Quitters
                                                                                                                                                              • Brand analysis: NicoDerm CQ
                                                                                                                                                                • Figure 44: Brand analysis of NicoDerm CQ, 2012
                                                                                                                                                              • TV presence
                                                                                                                                                                • Figure 45: NicoDerm CQ, “Mountain,” 2012
                                                                                                                                                                • Figure 46: NicoDerm CQ, “Fast acting patch,” 2012
                                                                                                                                                              • Online initiatives
                                                                                                                                                                • Social networking
                                                                                                                                                                  • Print
                                                                                                                                                                    • Advertising for smoking cessation products
                                                                                                                                                                    • Identifying Smokers and Quitters

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Smokers do it daily
                                                                                                                                                                          • Female smokers struggle with quitting
                                                                                                                                                                            • Figure 47: Smoking status, by gender, August 2012
                                                                                                                                                                            • Figure 48: Average number of cigarettes smoked, by gender, April 2011-June 2012
                                                                                                                                                                          • Large portion of smokers interested in quitting, but not currently doing anything about it
                                                                                                                                                                            • Figure 49: Quitting status, by gender, August 2012
                                                                                                                                                                          • Anti-smoking campaigns may be working to deter youth
                                                                                                                                                                            • Figure 50: Smoking status, by age, August 2012
                                                                                                                                                                            • Figure 51: Average number of cigarettes smoked, by age, April 2011-June 2012
                                                                                                                                                                          • Smokers aged 45-54 struggle with quitting
                                                                                                                                                                            • Figure 52: Quitting status, by age, August 2012
                                                                                                                                                                          • Those from a lower-income household more likely to smoke, less likely to quit
                                                                                                                                                                            • Figure 53: Smoking status, by household income, August 2012
                                                                                                                                                                            • Figure 54: Quitting status, by gender and age, August 2012
                                                                                                                                                                          • Parents more likely to smoke…
                                                                                                                                                                            • Figure 55: Smoking status, by presence of children in household, August 2012
                                                                                                                                                                          • …but parents who smoke want to quit
                                                                                                                                                                            • Figure 56: Quitting status, by presence of children in household, August 2012
                                                                                                                                                                        • Profiles of Quitters

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Smoking status
                                                                                                                                                                              • Figure 57: Smoking status, by quitter groups, August 2012
                                                                                                                                                                            • Reasons to quit
                                                                                                                                                                              • Figure 58: Reasons for quitting, by quitter groups, August 2012
                                                                                                                                                                            • Smoking cessation product attributes
                                                                                                                                                                              • Figure 59: Smoking cessation product attributes, by quitter groups, August 2012
                                                                                                                                                                            • Success may come from cold turkey
                                                                                                                                                                              • Figure 60: Anti-smoking products currently use/have used in the past, interested in using, by quitter groups, August 2012
                                                                                                                                                                              • Figure 61: Anti-smoking methods currently use/have used in the past, interested in using, by quitter groups, August 2012
                                                                                                                                                                            • Challenges to quitting
                                                                                                                                                                              • Figure 62: Challenges to quitting smoking, by quitter groups, August 2012
                                                                                                                                                                            • New product interest
                                                                                                                                                                              • Figure 63: Interest in new product formats, by quitter groups, August 2012
                                                                                                                                                                            • Attitudes toward smoking
                                                                                                                                                                              • Figure 64: Attitudes toward smoking, by quitter groups, August 2012
                                                                                                                                                                          • Reasons to Quit Smoking

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Smokers and quitters want good health
                                                                                                                                                                                • Figure 65: Reasons for quitting, August 2012
                                                                                                                                                                              • Younger smokers more likely to quit for others
                                                                                                                                                                                • Figure 66: Reasons for quitting, by gender and age, August 2012
                                                                                                                                                                              • Lower household incomes don’t quit for health reasons
                                                                                                                                                                                • Figure 67: Reasons for quitting, by household income, August 2012
                                                                                                                                                                            • Anti-Smoking Products and Methods

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Men more likely to be interested in most products
                                                                                                                                                                                    • Figure 68: Anti-smoking products interested in using, by gender, August 2012
                                                                                                                                                                                    • Figure 69: Anti-smoking methods interested in using, by gender, August 2012
                                                                                                                                                                                  • Aged 35-44 most likely to be interested in most products/methods
                                                                                                                                                                                    • Figure 70: Anti-smoking products interested in using, by age, August 2012
                                                                                                                                                                                    • Figure 71: Anti-smoking methods interested in using, by age, August 2012
                                                                                                                                                                                  • Smoking cessation products are of interest to those who struggle with quitting
                                                                                                                                                                                    • Figure 72: Anti-smoking products currently use/have used in the past, by challenges to quitting smoking, August 2012
                                                                                                                                                                                • Smoking Cessation Product Attributes

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Cessation products need to relieve cravings
                                                                                                                                                                                      • Figure 73: Smoking cessation product attributes, August 2012
                                                                                                                                                                                    • Product attributes not as important to older quitters/smokers
                                                                                                                                                                                      • Figure 74: Smoking cessation product attributes, by gender and age, August 2012
                                                                                                                                                                                    • Those who seek support interested in over-the-counter products
                                                                                                                                                                                      • Figure 75: Anti-smoking products currently use/have used in the past, by smoking cessation product attributes, August 2012
                                                                                                                                                                                  • Challenges to Quitting Smoking

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Women cite more challenges than men
                                                                                                                                                                                        • Figure 76: Challenges to quitting smoking, by gender and age, August 2012
                                                                                                                                                                                      • Older women fear weight gain
                                                                                                                                                                                        • Figure 77: Challenges to quitting smoking, by gender and age, August 2012
                                                                                                                                                                                      • Parents stressed by not smoking
                                                                                                                                                                                        • Figure 78: Challenges to quitting smoking, by presence of children in household, August 2012
                                                                                                                                                                                      • Quitters who need a little more help have more stresses
                                                                                                                                                                                        • Figure 79: Challenges to quitting smoking, by smoking cessation product attributes, August 2012
                                                                                                                                                                                    • Interest in New Product Formats

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Quitters need to keep their mouth busy
                                                                                                                                                                                          • Figure 80: Interest in new product formats, August 2012
                                                                                                                                                                                        • Younger men like drinks, while younger women like lollipops
                                                                                                                                                                                          • Figure 81: Interest in new product formats, by gender and age, August 2012
                                                                                                                                                                                        • Parents more interested in new products
                                                                                                                                                                                          • Figure 82: Interest in new product formats, by presence of children in household, August 2012
                                                                                                                                                                                      • Attitudes Toward Smoking

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Smoking is addicting and enjoyable
                                                                                                                                                                                            • Figure 83: Attitudes toward smoking, August 2012
                                                                                                                                                                                          • Health warnings scare women
                                                                                                                                                                                            • Figure 84: Attitudes toward smoking, by gender, August 2012
                                                                                                                                                                                          • Enjoyment of smoking decreases with age
                                                                                                                                                                                            • Figure 85: Attitudes toward smoking, by age, August 2012
                                                                                                                                                                                            • Figure 86: Relationship between smoking and drinking, by age, August 2012
                                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Hispanics more likely to smoke and be interested in quitting
                                                                                                                                                                                              • Figure 87: Smoking status, by race/Hispanic origin, August 2012
                                                                                                                                                                                              • Figure 88: Quitting status, by race/Hispanic origin, August 2012
                                                                                                                                                                                            • Hispanics likely to cite friends as a reason for quitting
                                                                                                                                                                                              • Figure 89: Reasons for quitting, by race/Hispanic origin, August 2012
                                                                                                                                                                                            • Hispanics have high interest in products and methods
                                                                                                                                                                                              • Figure 90: Anti-smoking products interested in using, by race/Hispanic origin, August 2012
                                                                                                                                                                                              • Figure 91: Anti-smoking methods – Interested in using, by race/Hispanic origin, August 2012
                                                                                                                                                                                            • Hispanics have used most cessation brands
                                                                                                                                                                                              • Figure 92: Smoking cessation brands, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                            • Hispanics challenged by associating with others
                                                                                                                                                                                              • Figure 93: Challenges to quitting smoking, by race/Hispanic origin, August 2012
                                                                                                                                                                                            • Hispanics interested in various product formats
                                                                                                                                                                                              • Figure 94: Interest in new product formats, by race/Hispanic origin, August 2012
                                                                                                                                                                                            • Hispanics know they can quit
                                                                                                                                                                                              • Figure 95: Attitudes toward smoking, by race/Hispanic origin, August 2012
                                                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                              • Smoking/quitting status
                                                                                                                                                                                                • Figure 96: Smoking status, by gender and age, August 2012
                                                                                                                                                                                                • Figure 97: Smoking status, by quitter groups, August 2012
                                                                                                                                                                                                • Figure 98: Smoking status, by quitter groups, August 2012
                                                                                                                                                                                                • Figure 99: Quitting status, by gender and age, August 2012
                                                                                                                                                                                                • Figure 100: Smoking status, by marital/relationship status, August 2012
                                                                                                                                                                                                • Figure 101: Quitting status, by marital status, August 2012
                                                                                                                                                                                                • Figure 102: Quitting status, by employment, August 2012
                                                                                                                                                                                                • Figure 103: Quitting status, by urban area, August 2012
                                                                                                                                                                                                • Figure 104: Quitting status, by quitter groups, August 2012
                                                                                                                                                                                              • Anti-smoking product usage
                                                                                                                                                                                                • Figure 105: Anti-smoking products interested in using, by presence of children in household, August 2012
                                                                                                                                                                                                • Figure 106: Anti-smoking products currently use/have used in the past, by challenges to quitting smoking, August 2012
                                                                                                                                                                                                • Figure 107: Anti-smoking products currently use/have used in the past, by challenges to quitting smoking, August 2012
                                                                                                                                                                                              • Reasons to quit smoking
                                                                                                                                                                                                • Figure 108: Reasons for quitting, by gender, August 2012
                                                                                                                                                                                                • Figure 109: Reasons for quitting, by presence of children in household, August 2012
                                                                                                                                                                                                • Figure 110: Reasons for quitting, by region, August 2012
                                                                                                                                                                                              • Smoking cessation product attributes
                                                                                                                                                                                                • Figure 111: Smoking cessation product attributes, by gender, August 2012
                                                                                                                                                                                                • Figure 112: Smoking cessation product attributes, by race/Hispanic origin, August 2012
                                                                                                                                                                                                • Figure 113: Smoking cessation product attributes, by presence of children in household, August 2012
                                                                                                                                                                                                • Figure 114: Smoking cessation product attributes, by region, August 2012
                                                                                                                                                                                                • Figure 115: Smoking cessation product attributes, by urban area, August 2012
                                                                                                                                                                                              • Challenges to quitting smoking
                                                                                                                                                                                                • Figure 116: Challenges to quitting smoking, by age, August 2012
                                                                                                                                                                                              • Interest in new product formats
                                                                                                                                                                                                • Figure 117: Interest in new product formats, by gender, August 2012
                                                                                                                                                                                                • Figure 118: Interest in new product formats, by region, August 2012
                                                                                                                                                                                                • Figure 119: Interest in new product formats, by urban area, August 2012
                                                                                                                                                                                              • Attitudes toward smoking
                                                                                                                                                                                                • Figure 120: Attitudes toward smoking, by presence of children in household, August 2012
                                                                                                                                                                                                • Figure 121: Attitudes toward smoking, by region, August 2012
                                                                                                                                                                                                • Figure 122: Attitudes toward smoking, by urban area, August 2012
                                                                                                                                                                                              • Demographics of previously quit and interested in quitting
                                                                                                                                                                                                • Figure 123: Quitter groups, by demographic, July 2012
                                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • American Cancer Society (ACS)
                                                                                                                                                                                              • American Heart Association, Inc.
                                                                                                                                                                                              • American Lung Association (ALA)
                                                                                                                                                                                              • GlaxoSmithKline (USA)
                                                                                                                                                                                              • National Cancer Institute (NCI)
                                                                                                                                                                                              • Novartis AG

                                                                                                                                                                                              Smoking Cessation Products - US - December 2012

                                                                                                                                                                                              US $3,995.00 (Excl.Tax)