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Smoking Cessation Products - US - December 2012

Published By :

Mintel

Published Date : Dec 2012

Category :

Therapeutic Area

No. of Pages : 155 Pages


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

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

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

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

INSIGHTS AND OPPORTUNITIES
Retail locations
In-store support
Positioning
Role of technology
Retreats
Natural products

TREND APPLICATIONS
Trend: No Resting Place
Trend: Sense of the Intense
2015 Trend: Brand Intervention

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

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

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

SEGMENT PERFORMANCE
Key points
Gum dominates smoking cessation market
Sales of smoking cessation aids, by segment
Figure 25: Sales of smoking cessation aids, segmented by type, 2010 and 2012

SEGMENT PERFORMANCE – SMOKING CESSATION GUM
Key points
Consumers prefer to chew
Sales and forecast of smoking cessation gum
Figure 26: Sales and forecast of smoking cessation gum, at current prices, 2007-17

SEGMENT PERFORMANCE – SMOKING CESSATION TABLETS
Key points
Tablets continue to grow
Sales and forecast of smoking cessation tablets
Figure 27: Sales and forecast of smoking cessation tablets, at current prices, 2007-17

SEGMENT PERFORMANCE – SMOKING CESSATION PATCHES
Key points
Patches losing share to other methods
Sales and forecast of smoking cessation patches
Figure 28: Sales and forecast of smoking cessation patches, at current prices, 2007-17

RETAIL CHANNELS
Key points
“Other” channels lead smoking cessation sales
Sales of smoking cessation aids, by channel
Figure 29: Sales of smoking cessation aids, by channel, 2010 and 2012
Consumer retail purchase habits
Figure 30: Smoking cessation product purchase locations, August 2012

RETAIL CHANNELS – DRUG STORES
Key points
Drug stores as a health and wellness partner
Drug store sales of smoking cessation aids
Figure 31: Drug store sales of smoking cessation aids, at current prices, 2007-12

RETAIL CHANNELS – SUPERMARKETS
Key points
Increased sales at supermarkets
Supermarket sales of smoking cessation aids
Figure 32: Supermarket sales of smoking cessation aids, at current prices, 2007-12

RETAIL CHANNELS – OTHER RETAIL CHANNELS
Key points
“Other” channels smoking hot
Other retail channel sales of smoking cessation aids
Figure 33: Other channels sales of smoking cessation aids, at current prices, 2007-12

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

BRAND SHARE – ANTI-SMOKING GUM
Key points
Private label brand dominates the market for gum
Manufacturer sales of anti-smoking gum
Figure 36: MULO sales of anti-smoking gum by leading companies, by leading companies, 2011 and 2012

BRAND SHARE – ANTI-SMOKING TABLETS
Key points
Strong increases for lozenges
Manufacturer sales of anti-smoking tablets
Figure 37: MULO sales of anti-smoking tablets, by leading companies, 2011 and 2012

BRAND SHARE – ANTI-SMOKING PATCHES
Key points
NicoDerm CQ experienced slight decrease
Manufacturer sales of anti-smoking patches
Figure 38: MULO sales of anti-smoking patches, by leading companies, 2011-12

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

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

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

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

REASONS TO QUIT SMOKING
Key points
Smokers and quitters want good health
Figure 65: Reasons for quitting, August 2012
Younger smokers more likely to quit for others
Figure 66: Reasons for quitting, by gender and age, August 2012
Lower household incomes don’t quit for health reasons
Figure 67: Reasons for quitting, by household income, August 2012

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

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

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

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

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

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

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

APPENDIX – TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy

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