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Smoking Cessation Products - US - March 2010

Despite an environment that makes it increasingly difficult for smokers to light up, sales of smoking cessation products (SCPs) are lackluster. Cigarette taxes are at an all time high, and smoking bans have relegated smokers to “back rooms and alleyways.” At the same time, the recession proves to be a double-edged sword, causing consumers to balk at the expense of aids in the quitting process. Questions about product efficacy abound, and smokers demonstrate an unwillingness to add the stress of quitting to the myriad of issues that come with financial hard times.

This report offers insight into how manufacturers and marketers of SCPs can bolster sales, including:

  • How to promote the fact that using smoking cessation aids, in what the industry refers to as a the “quit process,” can help chances for success in quitting smoking
  • The need for innovation and examples of how to implement changes in all segments of the market
  • Where opportunity exists to partner with corporate and non-profit organizations in wellness campaigns to boost brand awareness
  • What the relative success of private label products says about the economics of “quit”
  • Which marketing messages will best resonate with the demographics most eager to kick the habit
  • How to broaden market appeal by targeting smokers to use SCPs to help ease frustrations at times when smoking is not an option

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Table of contents

  1. Scope and Themes

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

                    • Sales of SCPs down despite ideal growth environment
                      • Key tactics for growth
                        • One major manufacturer dominates the market
                          • Gum continues to hold majority lead
                            • Patches gain ground
                              • Tablet sales down across the board
                                • Drug stores dominate; other retailers innovate
                                  • Multi-channel advertising drives major campaigns
                                    • Experiences with smoking
                                      • Smokers vs. non-smokers
                                        • Attitudes towards smoking
                                          • Quitting thoughts and concerns
                                            • Attitudes towards SCPs
                                              • Quitting efforts
                                                • Impact of race and Hispanic origin
                                                • Insights and Opportunities

                                                  • Cold turkey is “for the birds”
                                                    • Addressing factors that impact quit efforts
                                                      • Figure 1: Factors that impact quit efforts, December 2009
                                                    • Weight concerns
                                                      • Irritability
                                                        • Learning to live without cigarettes
                                                          • Partnering with anti-smoking efforts
                                                          • Inspire Insights

                                                              • Corporate Partnerships
                                                                • What it’s about
                                                                  • Teaming up to boost quit efforts
                                                                    • The cost benefit
                                                                      • Habits, Consumer Inertia and Loyalty
                                                                        • What it’s about
                                                                          • The smoking routine
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Recession dipping into sales
                                                                                • Anti-smoking environment ideal to foster growth
                                                                                  • Sales and forecast of SCPs
                                                                                    • Figure 2: FDMx retail sales and expected forecast of smoking cessation products, at current prices, 2004-14
                                                                                    • Figure 3: FDMx retail sales and expected forecast of smoking cessation products, at inflation-adjusted prices, 2004-14
                                                                                • Competitive Context

                                                                                  • OTC versus Rx
                                                                                    • Figure 6: Interest in and attitudes towards smoking cessation products, December 2009
                                                                                  • Turning to the lesser of evils
                                                                                    • Non-nicotine alternative treatments
                                                                                      • Figure 7: Homeopathic product introductions, 2005-09
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Gum maintains healthy lead
                                                                                        • Innovation is needed to breathe life into all segments
                                                                                          • Sales of SCPs, by segment
                                                                                            • Figure 8: FDMx sales of smoking cessation products, segmented by type, 2008 and 2009
                                                                                        • Segment Performance—Anti-Smoking Gum

                                                                                          • Key points
                                                                                            • Gum segment has lost favor…
                                                                                              • …and needs more flavor
                                                                                                • Sales and forecast of anti-smoking gum
                                                                                                  • Figure 9: FDMx sales and expected forecast of anti-smoking gum, 2004-14
                                                                                              • Segment Performance—Anti-Smoking Patches

                                                                                                • Key points
                                                                                                  • Moving up in the world
                                                                                                    • Ready for change
                                                                                                      • Sales and forecast of anti-smoking patches
                                                                                                        • Figure 10: FDMx sales and expected forecast of anti-smoking patches, 2004-14
                                                                                                    • Segment Performance—Anti-Smoking Tablets

                                                                                                      • Key points
                                                                                                        • Keeping afloat with private label
                                                                                                          • A future as a flexible-use product?
                                                                                                            • Sales and forecast of anti-smoking tablets
                                                                                                              • Figure 11: FDMx sales and expected forecast of anti-smoking tablets, 2004-14
                                                                                                          • Segment Performance—Other Anti-Smoking Products

                                                                                                            • Key points
                                                                                                              • A little “niche” of this, a little “niche” of that
                                                                                                                • Sales and forecast of other anti-smoking products
                                                                                                                  • Figure 12: FDMx sales and expected forecast of other anti-smoking products, 2004-14
                                                                                                              • Retail Channels

                                                                                                                • Key points
                                                                                                                  • Drug stores dominate
                                                                                                                    • Sales of SCPs, by channel
                                                                                                                      • Figure 13: FDMx retail sales of smoking cessation products, by channel, 2008 and 2009
                                                                                                                  • Retail Channels—Drug Stores

                                                                                                                    • Key points
                                                                                                                      • Drug stores losing share of sales
                                                                                                                        • Enhanced support services could bolster sales
                                                                                                                          • Drug store sales of SCPs
                                                                                                                            • Figure 14: Drug store sales of smoking cessation products, at current prices, 2004-09
                                                                                                                        • Retail Channels—Other FDMx Outlets

                                                                                                                          • Key points
                                                                                                                            • Other retailers lure them in with freebies
                                                                                                                              • Angling as the one stop shop for the quit effort
                                                                                                                                • Other FDMx sales of SCPs
                                                                                                                                  • Figure 15: Other FDMx channel sales of smoking cessation products, at current prices, 2004-09
                                                                                                                              • Market Drivers

                                                                                                                                • Health risks of smoking
                                                                                                                                  • Smoking bans now the norm, not the exception
                                                                                                                                      • Figure 16: Map of current and scheduled future statewide smoking bans, as of December 18, 2009
                                                                                                                                    • Companies ban smoking…
                                                                                                                                      • ….and offer wellness programs
                                                                                                                                        • … and offer financial incentives
                                                                                                                                          • Recession impacts smoking and the quit effort
                                                                                                                                            • Government efforts to discourage smoking
                                                                                                                                              • Health insurance coverage of SCPs
                                                                                                                                                • Figure 17: Health insurance coverage, by key demographics, 2007-09
                                                                                                                                              • The gender divide
                                                                                                                                                • Figure 18: Experiences with smoking, by gender, December 2009
                                                                                                                                              • Mid-age-range key consumer base for SCPs
                                                                                                                                                • Figure 19: Interest in and attitudes towards OTC smoking cessation products, by age, December 2009
                                                                                                                                                • Figure 20: Sources of information on healthcare, by age, April 2008-June 2009
                                                                                                                                                • Figure 21: Use of social networking sites, by age, June 2009
                                                                                                                                            • Leading Companies

                                                                                                                                              • Key points
                                                                                                                                                • GlaxoSmithKline synonymous with anti-smoking
                                                                                                                                                  • Private label a strong contender
                                                                                                                                                    • Manufacturer sales of SCPs
                                                                                                                                                      • Figure 22: Manufacturer FDMx sales of smoking cessation products in the U.S., 2008 and 2009
                                                                                                                                                    • Brands of anti-smoking products used
                                                                                                                                                      • Figure 23: Brands of anti-smoking products used, by gender, April 2008-June 2009
                                                                                                                                                  • Brand Share—Anti-Smoking Gum

                                                                                                                                                    • Key points
                                                                                                                                                      • Nicorette gum the top choice, followed by private label
                                                                                                                                                        • Manufacturer and brand sales of anti-smoking gum
                                                                                                                                                          • Figure 24: Selected FDMx brand sales and market share of anti-smoking gum in the U.S., 2008 and 2009
                                                                                                                                                      • Brand Share—Anti-Smoking Patches

                                                                                                                                                        • Key points
                                                                                                                                                          • NicoDerm CQ: A recent sales boost, but a rocky history
                                                                                                                                                            • Attractive price points bolster less expensive options
                                                                                                                                                              • Manufacturer and brand sales of anti-smoking patches
                                                                                                                                                                • Figure 25: Selected FDMx brand sales and market share of anti-smoking patches in the U.S., 2008 and 2009
                                                                                                                                                            • Brand Share—Anti-Smoking Tablets

                                                                                                                                                              • Key points
                                                                                                                                                                • Commit tops for tabs
                                                                                                                                                                  • Expanding the Nicorette brand to tablets
                                                                                                                                                                    • Manufacturer and brand sales of anti-smoking tablets
                                                                                                                                                                      • Figure 26: Selected FDMx brand sales and market share of anti-smoking tablets in the U.S., 2008 and 2009
                                                                                                                                                                  • Brand Share—Other Anti-Smoking Products

                                                                                                                                                                    • Key points
                                                                                                                                                                      • A small segment with alternative therapies
                                                                                                                                                                        • Manufacturer and brand sales of other anti-smoking products
                                                                                                                                                                          • Figure 27: Selected FDMx brand sales and market share of other anti-smoking products in the U.S., 2008 and 2009
                                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                                          • Nicorette partners with WebMD
                                                                                                                                                                          • Brands and the Advertising Landscape

                                                                                                                                                                            • Overview of the brand landscape
                                                                                                                                                                              • Brand analysis: Nicorette
                                                                                                                                                                                  • Figure 28: Brand analysis of Nicorette, 2010
                                                                                                                                                                                • Magazine
                                                                                                                                                                                  • Figure 29: Nicorette magazine ad, 2009
                                                                                                                                                                                • Online
                                                                                                                                                                                  • TV
                                                                                                                                                                                    • Figure 30: Nicorette television ad, 2009
                                                                                                                                                                                  • Brand analysis: Chantix
                                                                                                                                                                                    • Figure 31: Brand analysis of Chantix, 2010
                                                                                                                                                                                  • Magazine
                                                                                                                                                                                    • Figure 32: Chantix magazine ad, 2009
                                                                                                                                                                                  • Online
                                                                                                                                                                                    • TV
                                                                                                                                                                                      • Figure 33: Chantix television ad, 2009
                                                                                                                                                                                    • Unbranded product advertising
                                                                                                                                                                                        • Figure 34: Mytimetoquit.com (Pfizer) television ad, 2009
                                                                                                                                                                                        • Figure 35: Rethinkyourquit.com (Pfizer) television ad, 2009
                                                                                                                                                                                      • 1-800-QUITNOW—North American Quit Line Consortium
                                                                                                                                                                                        • TV – North Carolina
                                                                                                                                                                                          • Figure 36: Quit Now television ad, 2009
                                                                                                                                                                                        • TV – Colorado
                                                                                                                                                                                          • Figure 37: Colorado quit line television ad, 2009
                                                                                                                                                                                      • Experiences with Smoking

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Nearly a third are smokers
                                                                                                                                                                                            • Figure 38: Experiences with smoking, by gender, December 2009
                                                                                                                                                                                            • Figure 39: Experiences with smoking, by age, December 2009
                                                                                                                                                                                          • Younger people smoking more, women smoking less
                                                                                                                                                                                            • Figure 40: Change in smoking habits from a year ago, among current smokers, by gender, December 2009
                                                                                                                                                                                            • Figure 41: Change in smoking habits from a year ago, among current smokers, by age, December 2009
                                                                                                                                                                                          • A New Year’s resolution any time?
                                                                                                                                                                                            • Figure 42: Quitting smoking for the New Year, by age, December 2009
                                                                                                                                                                                        • Smokers vs. Non-Smokers

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Smokers more “laissez-faire” towards healthier living
                                                                                                                                                                                              • Figure 43: Health habits of smokers vs. non-smokers, April 2008-June 2009
                                                                                                                                                                                              • Figure 44: Diet habits of smokers vs. non-smokers, April 2008-June 2009
                                                                                                                                                                                          • Attitudes towards Smoking

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Smokers “alone in the crowd”
                                                                                                                                                                                                  • Figure 45: Social aspects of smoking, by gender, December 2009
                                                                                                                                                                                                  • Figure 46: Social aspects of smoking, by age, December 2009
                                                                                                                                                                                                • Interaction with smoking
                                                                                                                                                                                                  • Figure 47: Interaction with smoking, by gender, December 2009
                                                                                                                                                                                                  • Figure 48: Interaction with smoking, by age, December 2009
                                                                                                                                                                                              • The View on Quitting

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Motivation to quit
                                                                                                                                                                                                      • Figure 49: Attitudes towards quitting smoking, by gender, December 2009
                                                                                                                                                                                                      • Figure 50: Attitudes towards quitting smoking, by age, December 2009
                                                                                                                                                                                                    • Concerns about quitting
                                                                                                                                                                                                        • Figure 51: Attitudes towards quitting smoking, by gender, December 2009
                                                                                                                                                                                                        • Figure 52: Attitudes towards quitting smoking, by age, December 2009
                                                                                                                                                                                                    • Attitudes towards SCPs

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • More interest in OTC, but Rx more effective
                                                                                                                                                                                                          • Figure 53: Interest in and attitudes towards smoking cessation products, by product type, December 2009
                                                                                                                                                                                                        • A closer look at OTC
                                                                                                                                                                                                          • Figure 54: Interest in and attitudes towards OTC smoking cessation products, by age, December 2009
                                                                                                                                                                                                        • Attitudes towards prescription SCPs
                                                                                                                                                                                                          • Figure 55: Interest in and attitudes towards prescription smoking cessation products, by age, December 2009
                                                                                                                                                                                                      • Quitting Efforts

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • If at first you don’t succeed…
                                                                                                                                                                                                              • Figure 56: Number of quitting attempts among those trying to quit and those who have successfully quit, by gender, December 2009
                                                                                                                                                                                                            • Most quitting efforts go unaided
                                                                                                                                                                                                              • Figure 57: Methods used to quit, by gender, December 2009
                                                                                                                                                                                                              • Figure 58: Methods used to quit, by age, December 2009
                                                                                                                                                                                                            • Product decision drivers
                                                                                                                                                                                                              • Figure 59: Decision drivers for products to help quit smoking, by age, December 2009
                                                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Hispanics smoking more than a year ago, but don’t enjoy it and are eager to quit
                                                                                                                                                                                                                • Figure 60: Change in smoking habits from a year ago, among current smokers, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                • Figure 61: Attitudes towards quitting smoking, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                • Figure 62: Attitudes towards own smoking situation, by race/Hispanic origin, December 2009
                                                                                                                                                                                                              • Interest in OTC and Rx remedies
                                                                                                                                                                                                                • Figure 63: Interest in and attitudes towards smoking cessation products, by race/Hispanic origin, December 2009
                                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                                • Moderates
                                                                                                                                                                                                                  • Convinceables
                                                                                                                                                                                                                    • Defiers
                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                        • Figure 64: Smoking cessation clusters, December 2009
                                                                                                                                                                                                                        • Figure 65: Experience with smoking, by smoking cessation clusters, December 2009
                                                                                                                                                                                                                        • Figure 66: Attitudes towards smoking and quitting, by smoking cessation clusters, December 2009
                                                                                                                                                                                                                        • Figure 67: Interest in and concerns about quitting smoking, by smoking cessation clusters, December 2009
                                                                                                                                                                                                                        • Figure 68: Interest in and attitudes towards smoking cessation products, by smoking cessation clusters, December 2009
                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                        • Figure 69: Smoking cessation clusters, by gender, December 2009
                                                                                                                                                                                                                        • Figure 70: Smoking cessation clusters, by age, December 2009
                                                                                                                                                                                                                        • Figure 71: Smoking cessation clusters, by household income, December 2009
                                                                                                                                                                                                                        • Figure 72: Smoking cessation clusters, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                        • Children in the household: More reason to quit, a tougher time doing so
                                                                                                                                                                                                                            • Figure 73: Experience with smoking, by presence of children, December 2009
                                                                                                                                                                                                                            • Figure 74: Number of quitting attempts for those trying to quit, by presence of children, December 2009
                                                                                                                                                                                                                            • Figure 75: Change in smoking habits from a year ago, among current smokers, by presence of children, December 2009
                                                                                                                                                                                                                          • Interest in and concerns about OTC remedies
                                                                                                                                                                                                                            • Figure 76: Interest in and attitudes towards smoking cessation products, by presence of children, December 2009
                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                            • Figure 77: Number of quitting attempts for those trying to quit, by region, December 2009
                                                                                                                                                                                                                            • Figure 78: Number of quitting attempts for those who have quit, by region, December 2009
                                                                                                                                                                                                                            • Figure 79: Interest in and attitudes towards OTC smoking cessation products, by region, December 2009
                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • American Cancer Society (ACS)
                                                                                                                                                                                                                          • American Heart Association, Inc.
                                                                                                                                                                                                                          • American Lung Association (ALA)
                                                                                                                                                                                                                          • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                                                                          • GlaxoSmithKline (USA)
                                                                                                                                                                                                                          • GlaxoSmithKline Plc
                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                          • Major League Baseball
                                                                                                                                                                                                                          • MySpace.com
                                                                                                                                                                                                                          • National Cancer Institute (NCI)
                                                                                                                                                                                                                          • Novartis AG
                                                                                                                                                                                                                          • Pfizer Inc
                                                                                                                                                                                                                          • Philip Morris USA Inc.
                                                                                                                                                                                                                          • Safeway Inc
                                                                                                                                                                                                                          • Scotts Miracle-Gro Co.
                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                                                          Smoking Cessation Products - US - March 2010

                                                                                                                                                                                                                          US $3,995.00 (Excl.Tax)