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Smoking Cessation and E-cigarettes - UK - February 2015

Published By :

Mintel

Published Date : Feb 2015

Category :

Tobacco Products

No. of Pages : 72 Pages


Vaping has become a lifestyle choice, whether by choice due to health or money-saving benefits, or from long-term use as a smoking cessation method. Changing legislation will help consumers understand how to use it as a smoking cessation method, which may impact long-term usage. The smoking cessation market could learn from the experiential and personalised shopping experience offered by many E-cigarette retailers, as well as focusing more on innovation to bring attention back to smoking cessation brands and products.

Introduction

Definitions
Abbreviations

Executive Summary

The market
Figure 1: Best and worst-case forecast of UK retail value sales of smoking cessation products, 2009-19
Market factors
Companies, brands and innovation
Figure 2: Brand shares in UK value sales of smoking cessation products, year ending November 2014
The consumer
Figure 3: Vaping status, by smoking status, November 2014
Figure 4: Reasons for vaping, November 2014
Figure 5: Consistency of E-cigarette usage/usage of non-prescription NRT methods in the last 12 months, November 2014
What we think

Issues and Insights

E-cigarettes; a lifestyle choice
The facts
The implications
Expertise and personalisation drive shopping
The facts
The implications
Big pharmas are slow to respond to E-cigarettes
The facts
The implications

Trend Application

Trend: Sense of the Intense
Trend: Make it Mine
Trend: Second Skin

Market Drivers

Key points
Less affluent socio-economic groups more likely to smoke
Figure 6: Prevalence of cigarette smoking, by socio-economic status, 2011 and 2012
Rising price of tobacco
Figure 7: Household expenditure on tobacco in the United Kingdom, at current prices, 1993-2013
Rise in children may impact future legislation
Figure 8: Trends in the age structure of the UK population, by gender, 2009-19
Rising population increases the strain on the NHS
E-cigarette users are limited to smokers
Figure 9: Proportion of adults who use E-cigarettes, by cigarette smoking status, Q1 2014
Changes in legislation affecting E-cigarettes
The impact of plain cigarette packaging

Who’s Innovating?

Key points
2014 saw a rise in new launches
Figure 10: New smoking cessation lozenge launches, 2014
Own-label remains competitive
Figure 11: New smoking cessation own-label launches, 2014
The personalised approach
Tracking data to encourage smoking cessation
Tobacco companies lead innovation in E-cigarettes
Alternatives to E-cigarettes

Market Size and Forecast

Key points
Smoking cessation market takes a hit
Figure 12: UK retail value sales of smoking cessation products, 2009-19
Further decline predicted
Figure 13: Best and worst-case forecast of UK retail value sales of smoking cessation products, 2009-19
Forecast methodology

Market Share

Key points
NiQuitin shows biggest loss in market share
Figure 14: Brand shares in UK value sales of smoking cessation products, 2013 and 2014 (year to November)
E-cigarette market may see consolidation

Companies and Products

Johnson & Johnson (McNeil Healthcare)
Background and structure
Strategy and financial performance
Figure 15: McNeil Healthcare (UK) Limited financial performance, 2012 and 2013
Product range and innovation
Marketing and advertising
Novartis
Background and structure
Strategy and financial performance
Figure 16: Novartis Consumer Health UK Limited financial performance, 2012 and 2013
Product range and innovation
Figure 17: Examples of new product launches by Novartis in the smoking cessation market, 2014
Marketing and advertising
GlaxoSmithKline
Background and structure
Strategy and financial performance
Figure 18: GlaxoSmithKline UK Limited financial performance, 2012 and 2013
Product range and innovation
Figure 19: Examples of new product launches by GlaxoSmithKline in the smoking cessation market, 2014
Marketing and advertising
Vype
Background and structure
Strategy and financial performance
Figure 20: British American Tobacco financial performance, 2012 and 2013
Product range and innovation
Marketing and advertising
Lorillard Inc
Background and structure
Strategy and financial performance
Figure 21: Lorillard Inc. financial performance, 2012 and 2013
Product range and innovation
Marketing and advertising

Brand Communication and Promotion

Key points
Smoking cessation sees decline in advertising spend in 2014…
Figure 22: Main media advertising expenditure on smoking cessation products, by media type (excluding advertising for NHS Stop Smoking services), 2012-14
whilst E-cigarettes show sharp increase
Figure 23: Main media advertising expenditure on E-cigarettes, by media type, 2012-14
Nicorette leads advertising in nicotine replacement therapies
Figure 24: Main media advertising expenditure on smoking cessation and E-cigarettes, by top 10 and other brands, 2014

Channels to Market

Key points
Rise of discount retailers
Figure 25: UK retail sales of smoking cessation aids, by outlet type and value, 2013 and 2014

The Consumer – Smoking/Vaping Status

Key points
Young people are more likely to smoke
Figure 26: Smoking status, November 2014
Less than two in five vape
Figure 27: Vaping status, November 2014
Non-smokers do not vape
Figure 28: Vaping status, by smoking status, November 2014

The Consumer – Reasons for Vaping

Key points
Long-term smokers may be looking for an alternative to smoking
Figure 29: Reasons for vaping, November 2014
Safety over convenience
External influence is low
Taste has low appeal

The Consumer – Quitting Smoking

Key points
Older people less interested in quitting
Figure 30: Quitting smoking status, November 2014
Over a third of quitters currently vape
E-cigarettes are the most popular smoking cessation method
Figure 31: Methods used to quit smoking, November 2014
Young people use NHS Stop Smoking services

The Consumer – Places of Purchase

Key points
Availability of expertise drives purchase location
Figure 32: Places of purchase, November 2014
Availability is changing E-cigarette purchasing channels
Young people shop at multiple channels

The Consumer – Usage of Smoking Cessation Methods

Key points
E-cigarettes are more likely to be used for longer
Figure 33: Usage of smoking cessation methods in the last 12 months, November 2014
E-cigarette users more likely to use them continuously
Figure 34: Consistency of E-cigarette usage/usage of non-prescription NRT methods in the last 12 months, November 2014

The Consumer – Attitudes towards E-cigarettes

Key points
Support for restrictions on usage in front of children
Figure 35: Attitudes towards E-cigarettes, November 2014
A confusing category
More effective for cutting down rather than quitting
Advertising causes conflicting views

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