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Smoking Cessation Products - US - March 2014

Published By :

Mintel

Published Date : Mar 2014

Category :

Therapeutic Area

No. of Pages : 140 Pages

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.
Table of Content

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

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