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Smoking Cessation Products - US - March 2014

“E-cigarettes are the latest threat to the beleaguered smoking cessation products’ market. Prior to the rapid arrival and use of e-cigarettes, the fast-following introduction by private label manufacturers of every new product innovation launched by national brands helped commoditize the market and erode dollar sales growth. Future innovation should focus on smaller, cheaper product offerings that position cessation products for sale in new distribution channels, such as convenience stores, where most cigarettes and e-cigarettes are sold.”

– Molly Maier, Category Manager
 
 
Some questions answered in this report include:
  • How do e-cigarettes threaten cessation product sales?
  • Does distribution meet purchase patterns?
  • Does private label fast-following stifle innovation?
While established product forms within the market, such as patches, have lost some luster in the eyes of consumers, new forms such as mini-lozenges are breathing new life into the market and attracting great consumer interest. Despite these trends, growth is substantially hampered by the rapid release of look-alike products by private label manufacturers.
 
This report also explores the role e-cigarettes (not approved by the FDA as a smoking cessation device, but often used as such by consumers) have played in the market, and the impact of this new product category on the cessation product marketplace. This report explores the areas of the market that continue to grow and points out opportunities for and hindrances to further growth, including:
  • Demographic, social, and political factors that drive market growth A segment-level opportunity analysis 
  • Retail channel strengths and weaknesses 
  • Marketing strategies and consumer receptiveness to different types of online communication. 
This report also features analysis of Mintel’s exclusive consumer research, as well as the results of the Experian Marketing Services Simmons NHCS, covering topics such as smoker and quitter demographic profiles, difficulties encountered while quitting, attitudes toward existing smoking cessation product forms, factors that drive choice of one cessation product over another, and how race and Hispanic origin figure into use and attitudes.
 
Definition
 
This report covers smoking cessation products, which are defined as those products intended to assist and support smokers who are attempting to quit smoking. Included in this report are NRTs (nicotine replacement therapies), which deliver a measured dose of nicotine to a smoker that replaces the nicotine usually obtained from cigarettes.
 
These types of products help wean the smoker from the reliance upon nicotine by providing just enough nicotine in a user’s bloodstream to mitigate cigarette cravings. Sales data for smoking cessation gum, tablets, and patches are included. Other forms of smoking cessation products, such as filters and mouth sprays, are not included in the market size, as these products make up less than .01% of the category.
 
This report will also include a discussion of alternative methods consumers use to quit smoking, such as prescription drugs or treatments, which will not be included in the market size for this report. Additionally, any alternative methods that assist with smoking cessation will be discussed, such as acupuncture, vitamins, hard candy, or nonnicotine chewing gum.
Products with lower tobacco levels, such as smokeless tobacco and e-cigarettes, will be discussed as alternatives to smoking cessation products. However, these alternative products are not classified as smoking cessation products, and are therefore not included in the market size.

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of smoking cessation products, at current prices, 2008-18
                        • Figure 2: Total US retail sales of smoking cessation products, by segment, at current prices, 2011 and 2013
                      • Market drivers
                        • Competition
                          • Figure 3: E-cigarette trial, by age, January 2014
                        • Key players
                          • The consumer
                            • Figure 4: Current smoking status, by age, January 2014
                            • Figure 5: Reasons for unsuccessful quit attempts, January 2014
                            • Figure 6: Product trial and interest – Have tried, and would try again, January 2014
                            • Figure 7: Product selection influencers, January 2014
                          • What we think
                          • Issues and Insights

                              • E-cigarettes threaten cessation product sales
                                • The issues
                                  • The implications
                                    • Distribution does not meet purchase patterns
                                      • The issues
                                        • The implications
                                          • Private label fast-following stifles innovation
                                            • The issues
                                              • The implications
                                                • Quitters largely unconvinced of the efficacy of any single cessation product
                                                  • The issues
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Help Me Help Myself
                                                          • Trend: Fauxthenticity
                                                            • Mintel futures: Generation Next
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Meager growth, flat forecast for the smoking cessation products market
                                                                  • Gum is the biggest, drives category
                                                                    • Private label erodes dollar value growth
                                                                      • Future growth hampered by e-cigarettes
                                                                        • Sales and forecast of smoking cessation products
                                                                          • Figure 8: Total US retail sales and forecast of smoking cessation products, at current prices, 2008-18
                                                                          • Figure 9: Total US retail sales and forecast of smoking cessation products, at inflation-adjusted prices, 2008-18
                                                                        • Fan chart forecast
                                                                            • Figure 10: Total US retail sales and fan chart forecast of smoking cessation products, at current prices, 2008-18
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Demographic profiles of current smokers and smokers who intend to quit
                                                                              • Gender
                                                                                • Figure 11: Number and ratio of males to females, by age, 2013
                                                                              • Age
                                                                                  • Figure 12: Population, by age, 2009-19
                                                                                • Income
                                                                                  • Figure 13: Median household income, in inflation-adjusted dollars, 2002-12
                                                                                  • Figure 14: Disposable personal income, January 2007-January 2014
                                                                                • Ethnicity
                                                                                  • Figure 15: Population aged 18 or older, by race and Hispanic origin, 2009-19
                                                                                • Presence of children in the household
                                                                                  • Figure 16: Annual births and fertility rate, 2002-12
                                                                                • Level of educational attainment
                                                                                  • Figure 17: Educational attainment of people aged 25 or older, by age, 2012
                                                                                • Reasons for quitting
                                                                                  • Figure 18: Reasons for quitting smoking, August 2012
                                                                                • Cardiovascular diseases affect a significant proportion of Americans
                                                                                  • Figure 19: Age-adjusted trends in the prevalence of high blood pressure in adults >= 20 years of age by sex, race, and ethnicity, 2005-10.
                                                                                  • Figure 20: Age-adjusted trends in the prevalence of serum total cholesterol >=200 mg/dl in adults >= 20 years of age by sex, race, and ethnicity, 2005-10
                                                                                • Direct costs of smoking and taxes
                                                                                  • Health insurance coverage
                                                                                    • Bans
                                                                                      • Smoking rate continues to decline
                                                                                        • Figure 21: Smoking prevalence among US adults, age 18 and older, 1965-2010
                                                                                      • Smoking cessation product sales hampered growing by e-cigarette popularity
                                                                                        • Figure 22: Smoking cessation methods tried, July 2007 – September 2013
                                                                                    • Competitive Context

                                                                                      • Key points
                                                                                        • E-cigarettes
                                                                                          • E-cigarette sales skyrocket in 2012-13
                                                                                            • Figure 23: MULO, Food, and drug sales of e-cigarettes, 2008-13
                                                                                            • Figure 24: Total US retail sales of e-cigarettes, 2011-13
                                                                                            • Figure 25: Sales of e-cigarettes, by retail channel, 2012
                                                                                          • Most consumers have not used e-cigarettes, many current smokers do not stick with them
                                                                                            • Figure 26: Research stimuli for e-cigarette questions on Mintel consumer survey, January 2014
                                                                                            • Figure 27: E-cigarette trial, by gender, January 2014
                                                                                            • Figure 28: E-cigarette trial, by age, January 2014
                                                                                            • Figure 29: E-cigarette trial, by household income, January 2014
                                                                                            • Figure 30: E-cigarette trial, by current quitting status, January 2014
                                                                                          • Current smokers see e-cigarettes as another means to help them quit
                                                                                            • Figure 31: Attitudes toward e-cigarettes, by current smoking status, January 2014
                                                                                            • Figure 32: Attitudes toward e-cigarettes, by current smoking status, January 2014
                                                                                          • Current quitters consider e-cigarettes highly effective at helping to quit, others are less certain
                                                                                            • Figure 33: Effectiveness of e-cigarettes as a cessation method, among those who have quit or are trying quit smoking, January 2014
                                                                                          • Prescription remedies
                                                                                            • Marketplace overview: A third of current quitters take prescription anti-smoking drugs
                                                                                              • Consumer perspective
                                                                                                • Figure 34: Effectiveness of prescription smoking cessation methods, among those who have quit or are trying quit smoking, January 2014
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Mini-lozenges and private label launches drive segment growth
                                                                                                  • Figure 35: Total US retail sales of smoking cessation products, by segment, at current prices, 2011 and 2013
                                                                                                • Quit smoking and freshen breath, too
                                                                                                  • Figure 36: Total US retail sales and forecast of smoking cessation gum at current prices, 2008-18
                                                                                                • Mini-lozenges, big sales
                                                                                                  • Figure 37: Total US retail sales and forecast of smoking cessation tablets at current prices, 2008-18
                                                                                                • Nicotine patch sales continue to fall off
                                                                                                  • Figure 38: Total US retail sales and forecast of smoking cessation patches at current prices, 2008-18
                                                                                              • Retail Channels

                                                                                                • Key points
                                                                                                  • Sales of smoking cessation products, by channel
                                                                                                    • Figure 39: Total US retail sales of smoking cessation products, by channel, at current prices, 2008-13
                                                                                                    • Figure 40: Total US retail sales of smoking cessation products, by channel, at current prices, 2011-13
                                                                                                  • Mass merchandisers capturing share from drug stores
                                                                                                    • Mass merchandisers lead in merchandising and product launches
                                                                                                    • Leading Companies

                                                                                                      • Key points
                                                                                                        • With a foot in every segment, GSK dominates the national brands
                                                                                                          • Private label just won’t quit
                                                                                                            • Manufacturer sales of smoking cessation products
                                                                                                              • Figure 41: MULO sales of smoking cessation products, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                            • Brand use
                                                                                                                • Figure 42: Smoking cessation brands tried, July 2007 – September 2013
                                                                                                            • Brand Share – Smoking Cessation Gum

                                                                                                              • Key points
                                                                                                                • GSK’s Nicorette is the national brand leader
                                                                                                                  • The right product, at the right price, in the right retail channel
                                                                                                                    • Manufacturer sales of smoking cessation gum
                                                                                                                      • Figure 43: MULO sales of smoking cessation gum, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                  • Brand Share – Smoking Cessation Tablets

                                                                                                                    • Key points
                                                                                                                      • Private labels parrot just the right things
                                                                                                                        • Price points, packaging, and marketing matter
                                                                                                                          • Manufacturer sales of smoking cessation tablets
                                                                                                                            • Figure 44: MULO sales of smoking cessation tablets, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                        • Brand Share – Smoking Cessation Patches

                                                                                                                          • Key points
                                                                                                                            • Overall patches segment decline hits national brands hardest
                                                                                                                              • Lack of product innovation stymies growth
                                                                                                                                • Manufacturer sales of smoking cessation patches
                                                                                                                                  • Figure 45: MULO sales of smoking cessation patches, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                              • Innovations and Innovators

                                                                                                                                • Lagging innovation in US market enables private label entry
                                                                                                                                  • Figure 46: Share of branded/private label smoking cessation product launches in the US and abroad, 2009-13
                                                                                                                                • Opportunity for form changes
                                                                                                                                  • Adapting to the new reality of e-cigarette market competition
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Overview of the brand landscape
                                                                                                                                      • Celebrity endorsement and inspiration-driven marketing
                                                                                                                                        • GSK’s Nicorette and Nicoderm “Blueprint to Quit” at Walmart
                                                                                                                                          • Figure 47: Walmart Blueprint to quit website, February 2014
                                                                                                                                        • Nicorette TV Advertising
                                                                                                                                          • Figure 48: Nicorette mini, television ad, 2013
                                                                                                                                          • Figure 49: Nicorette and NicodermCQ: Not in a row, television ad, 2014
                                                                                                                                        • Advertising smoking (e-cigarettes) like it’s the 1950s
                                                                                                                                          • Blu
                                                                                                                                            • Figure 50: Blu e-cigarettes, television ad, 2012
                                                                                                                                          • NJoy
                                                                                                                                            • Figure 51: Njoy e-cigarettes, television ad, 2013
                                                                                                                                          • Consumer engagement with different communications vehicles
                                                                                                                                            • Compel current smokers to quit visually
                                                                                                                                              • Figure 52: Current smoking status and e-cigarette use, by those who visit social media websites at least once per week, January 2014
                                                                                                                                            • Smokers who have tried to quit show a more balanced social media presence
                                                                                                                                              • Figure 53: Current quitting status, by those who visit social media websites at least once per week, January 2014
                                                                                                                                            • Visually oriented social media users far more convinced by cessation product efficacy
                                                                                                                                              • Figure 54: Effectiveness of smoking cessation products – Effective, by those who visit social media websites at least once per week, January 2014
                                                                                                                                            • Visually oriented social media users more interested in smoking cessation support
                                                                                                                                              • Figure 55: Product selection influencers, by those who visit social media websites at least once per week, January 2014
                                                                                                                                          • Current Smoking and Quitting Status

                                                                                                                                            • Key points
                                                                                                                                              • Current smoking
                                                                                                                                                • Figure 56: Current smoking status, by gender, January 2014
                                                                                                                                                • Figure 57: Current smoking status, by age, January 2014
                                                                                                                                                • Figure 58: Current smoking status, by household income, January 2014
                                                                                                                                                • Figure 59: Current smoking status, by marital/relationship status, January 2014
                                                                                                                                                • Figure 60: Current smoking status, by marital status and parents with children in household, January 2014
                                                                                                                                              • Quitting status
                                                                                                                                                  • Figure 61: Current quitting status, by age, January 2014
                                                                                                                                                • Finding and motivating those who want to quit with aspirational brand messaging
                                                                                                                                                  • Figure 62: Current quitting status, among those who visit websites at least once a week, January 2014
                                                                                                                                              • Challenges to Quitting Smoking

                                                                                                                                                • Key points
                                                                                                                                                  • Why quit an enjoyable, stress-relieving habit?
                                                                                                                                                      • Figure 63: Reasons for unsuccessful quit attempts, by age, January 2014
                                                                                                                                                      • Figure 64: Reasons for unsuccessful quit attempts, by household income, January 2014
                                                                                                                                                  • Trial of NRTs and Alternative Smoking Cessation Methods

                                                                                                                                                    • Key points
                                                                                                                                                      • Many quitters, particularly women, believe they can do it themselves
                                                                                                                                                        • Figure 65: Smoking cessation methods tried, by gender, July 2012-September 2013
                                                                                                                                                        • Figure 66: Smoking cessation methods tried, by age, July 2012-September 2013
                                                                                                                                                      • A majority of smokers turn to non-pharmaceutical methods to quit smoking
                                                                                                                                                        • Figure 67: Smoking cessation products tried and would use again, by age, January 2014
                                                                                                                                                        • Figure 68: Smoking cessation products tried and would use again, by household income, January 2014
                                                                                                                                                        • Figure 69: Smoking cessation products tried and would use again, by current quitting status, January 2014
                                                                                                                                                      • Substantial interest in all methods, but less in support groups
                                                                                                                                                        • Figure 70: Smoking cessation products used or interested in using, by gender, January 2014
                                                                                                                                                      • Repertoire analysis: Using multiple methods to quit smoking
                                                                                                                                                        • Figure 71: Repertoire of product trial and interest, by age, January 2014
                                                                                                                                                        • Figure 72: Repertoire of product trial and interest, by presence of children, January 2014
                                                                                                                                                        • Figure 73: Repertoire of product trial and interest, by current quitting status, January 2014
                                                                                                                                                        • Figure 74: Repertoire of product trial and interest, by those who visit websites/ social media websites at least once a week, January 2014
                                                                                                                                                    • Effectiveness of Smoking Cessation Products

                                                                                                                                                      • Key points
                                                                                                                                                        • Most do not believe any one method far more effective than another
                                                                                                                                                          • Figure 75: Effectiveness of smoking cessation products – Effective, by gender, January 2014
                                                                                                                                                          • Figure 76: Effectiveness of smoking cessation products – Effective, by age, January 2014
                                                                                                                                                          • Figure 77: Effectiveness of smoking cessation products – Effective, by household income, January 2014
                                                                                                                                                          • Figure 78: Effectiveness of smoking cessation products – Effective, by quitting status, January 2014
                                                                                                                                                      • Purchase Influencers

                                                                                                                                                        • Key points
                                                                                                                                                          • Cessation product consumers are highly price sensitive
                                                                                                                                                            • Figure 79: Product selection influencers, by gender, January 2014
                                                                                                                                                            • Figure 80: Product selection influencers, by age, January 2014
                                                                                                                                                            • Figure 81: Product selection influencers, by quitting status, January 2014
                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                          • Key points
                                                                                                                                                            • Asians unlikely to smoke daily, Blacks and Hispanics less likely to quit
                                                                                                                                                              • Figure 82: Current smoking status, by race/Hispanic origin, January 2014
                                                                                                                                                              • Figure 83: Effectiveness of smoking cessation products – Effective, by race/Hispanic origin, January 2014
                                                                                                                                                              • Figure 84: Smoking cessation methods tried, by race/Hispanic origin, July 2012-September 2013
                                                                                                                                                            • Hispanic consumers more likely to use e-cigarettes
                                                                                                                                                              • Figure 85: E-cigarette trial, by race/Hispanic origin, January 2014
                                                                                                                                                              • Figure 86: Attitudes toward e-cigarettes, by race/Hispanic origin, January 2014
                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                              • Figure 87: Current smoking status, by gender and age, January 2014
                                                                                                                                                              • Figure 88: Current smoking status, by employment, January 2014
                                                                                                                                                              • Figure 89: Effectiveness of smoking cessation products – Effective, by gender and age, January 2014
                                                                                                                                                              • Figure 90: Smoking cessation products tried and would use again, by employment, January 2014
                                                                                                                                                              • Figure 91: Smoking cessation products used or interested in using, by employment, January 2014
                                                                                                                                                              • Figure 92: Product selection influencers, by gender and age, January 2014
                                                                                                                                                              • Figure 93: E-cigarette trial, by gender and age, January 2014
                                                                                                                                                              • Figure 94: E-cigarette trial, by quit smoking, January 2014
                                                                                                                                                              • Figure 95: E-cigarette trial, by marital/relationship status, January 2014
                                                                                                                                                              • Figure 96: E-cigarette trial, by employment, January 2014
                                                                                                                                                              • Figure 97: Attitudes toward e-cigarettes, by gender and age, January 2014
                                                                                                                                                              • Figure 98: Attitudes toward e-cigarettes, by marital/relationship status, January 2014
                                                                                                                                                              • Figure 99: Attitudes toward e-cigarettes, by marital status and parents with children in household, January 2014
                                                                                                                                                              • Figure 100: E-cigarette trial, among those who visit websites at least once a week – part one, January 2014
                                                                                                                                                              • Figure 101: E-cigarette trial, among those who visit websites at least once a week – part two, January 2014
                                                                                                                                                              • Figure 102: E-cigarette trial, among those who visit websites at least once a week – part three, January 2014
                                                                                                                                                              • Figure 103: Attitudes toward e-cigarettes, by those who visit social media websites at least once per week, January 2014
                                                                                                                                                              • Figure 104: Reasons for unsuccessful quit attempts, by those who visit social media websites at least once per week, January 2014
                                                                                                                                                              • Figure 105: Smoking cessation products tried and would use again, by those who visit social media websites at least once per week, January 2014
                                                                                                                                                              • Figure 106: Current quitting status, among those who visit websites at least once a week – part one, January 2014
                                                                                                                                                              • Figure 107: Current quitting status, among those who visit websites at least once a week – part two, January 2014
                                                                                                                                                              • Figure 108: Smoking cessation products used or interested in using, by age, January 2014
                                                                                                                                                              • Figure 109: Repertoire of Product trial and interest, by marital status, January 2014
                                                                                                                                                              • Figure 110: Effectiveness of smoking cessation products – Effective, by household income, January 2014
                                                                                                                                                              • Figure 111: E-cigarette trial, by current smoking status, January 2014
                                                                                                                                                              • Figure 112: Attitudes toward e-cigarettes, by age, January 2014
                                                                                                                                                              • Figure 113: Attitudes toward e-cigarettes, by household income, January 2014
                                                                                                                                                              • Figure 114: Reasons for unsuccessful quit attempts, by marital status, January 2014
                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • American Cancer Society (ACS)
                                                                                                                                                            • American Heart Association, Inc.
                                                                                                                                                            • American Lung Association (ALA)
                                                                                                                                                            • Carlyle Group (The)
                                                                                                                                                            • Dollar General Corporation
                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                            • GlaxoSmithKline (USA)
                                                                                                                                                            • GlaxoSmithKline Plc
                                                                                                                                                            • National Cancer Institute (NCI)
                                                                                                                                                            • Novartis AG
                                                                                                                                                            • Novartis Pharmaceuticals Corporation
                                                                                                                                                            • NRT Incorporated
                                                                                                                                                            • Target Corporation
                                                                                                                                                            • Walgreen Co
                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                            Smoking Cessation Products - US - March 2014

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