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Smoking Cessation Products - US - March 2010

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This publication has been discontinued on June 28, 2011.

Abstract

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

Research Methodology

Consumer Research

In-depth consumer research examines how social, economic, cultural and psychological influences affect attitudes and purchasing decisions. Mintel combines exclusive primary research with syndicated data to provide an accurate and unique analysis. Consumer research is stored in a database supervised by Mintel' s data analysts and statisticians.

Table of Contents

SCOPE AND THEMES

  • What you need to know
  • Definition
  • Data sources
    • Sales data
    • Market forecast
    • Consumer survey 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

MARKET SIZE AND FORECAST

  • Key points
  • Recession dipping into sales
  • Anti-smoking environment ideal to foster growth
  • Sales and forecast of SCPs
    • Figure 1: FDMx retail sales and expected forecast of smoking cessation products, at current prices, 2004-14
    • Figure 2: FDMx retail sales and expected forecast of smoking cessation products, at inflation-adjusted prices, 2004-14
    • Figure 3: FDMx retail sales and forecast range of smoking cessation products, at current prices, 2004-14
    • Figure 4: FDMx forecast range of smoking cessation products, at current prices, 2009-14
  • Walmart sales

COMPETITIVE CONTEXT

  • OTC versus Rx
    • Figure 5: Interest in and attitudes towards smoking cessation products, December 2009
  • Turning to the lesser of evils
  • Non-nicotine alternative treatments
    • Figure 6: 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 7: 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 8: 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 9: 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 10: 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 11: 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 12: 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 13: 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 14: 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 15: 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 16: Health insurance coverage, by key demographics, 2007-09
  • The gender divide
    • Figure 17: Experiences with smoking, by gender, December 2009
  • Mid-age-range key consumer base for SCPs
    • Figure 18: Interest in and attitudes towards OTC smoking cessation products, by age, December 2009
    • Figure 19: Sources of information on healthcare, by age, April 2008-June 2009
    • Figure 20: 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 21: Manufacturer FDMx sales of smoking cessation products in the U.S., 2008 and 2009
  • Brands of anti-smoking products used
    • Figure 22: 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 23: 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 24: 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 25: 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 26: 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 27: Brand analysis of Nicorette, 2010
    • Magazine
    • Figure 28: Nicorette magazine ad, 2009
    • Online
    • TV
    • Figure 29: Nicorette television ad, 2009
  • Brand analysis: Chantix
    • Figure 30: Brand analysis of Chantix, 2010
    • Magazine
    • Figure 31: Chantix magazine ad, 2009
    • Online
    • TV
    • Figure 32: Chantix television ad, 2009
    • Unbranded product advertising
    • Figure 33: Mytimetoquit.com (Pfizer) television ad, 2009
    • Figure 34: Rethinkyourquit.com (Pfizer) television ad, 2009
  • 1-800-QUITNOW - North American Quit Line Consortium
    • TV - North Carolina
    • Figure 35: Quit Now television ad, 2009
    • TV - Colorado
    • Figure 36: Colorado quit line television ad, 2009

EXPERIENCES WITH SMOKING

  • Key points
  • Nearly a third are smokers
    • Figure 37: Experiences with smoking, by gender, December 2009
    • Figure 38: Experiences with smoking, by age, December 2009
  • Younger people smoking more, women smoking less
    • Figure 39: Change in smoking habits from a year ago, among current smokers, by gender, December 2009
    • Figure 40: Change in smoking habits from a year ago, among current smokers, by age, December 2009
  • A New Year' s resolution any time?
    • Figure 41: Quitting smoking for the New Year, by age, December 2009

SMOKERS VS. NON-SMOKERS

  • Key points
  • Smokers more “laissez-faire” towards healthier living
    • Figure 42: Health habits of smokers vs. non-smokers, April 2008-June 2009
    • Figure 43: Diet habits of smokers vs. non-smokers, April 2008-June 2009

ATTITUDES TOWARDS SMOKING

  • Key points
  • Smokers “alone in the crowd”
    • Figure 44: Social aspects of smoking, by gender, December 2009
    • Figure 45: Social aspects of smoking, by age, December 2009
  • Interaction with smoking
    • Figure 46: Interaction with smoking, by gender, December 2009
    • Figure 47: Interaction with smoking, by age, December 2009

THE VIEW ON QUITTING

  • Key points
  • Motivation to quit
    • Figure 48: Attitudes towards quitting smoking, by gender, December 2009
    • Figure 49: Attitudes towards quitting smoking, by age, December 2009
  • Concerns about quitting
    • Figure 50: Attitudes towards quitting smoking, by gender, December 2009
    • Figure 51: Attitudes towards quitting smoking, by age, December 2009

ATTITUDES TOWARDS SCPS

  • Key points
  • More interest in OTC, but Rx more effective
    • Figure 52: Interest in and attitudes towards smoking cessation products, by product type, December 2009
  • A closer look at OTC
    • Figure 53: Interest in and attitudes towards OTC smoking cessation products, by age, December 2009
  • Attitudes towards prescription SCPs
    • Figure 54: 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 55: 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 56: Methods used to quit, by gender, December 2009
    • Figure 57: Methods used to quit, by age, December 2009
  • Product decision drivers
    • Figure 58: 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 59: Change in smoking habits from a year ago, among current smokers, by race/Hispanic origin, December 2009
    • Figure 60: Attitudes towards quitting smoking, by race/Hispanic origin, December 2009
    • Figure 61: Attitudes towards own smoking situation, by race/Hispanic origin, December 2009
  • Interest in OTC and Rx remedies
    • Figure 62: Interest in and attitudes towards smoking cessation products, by race/Hispanic origin, December 2009

    APPENDIX: OTHER USEFUL CONSUMER TABLES

    • Figure 63: Number of quitting attempts for those trying to quit, by region, December 2009
    • Figure 64: Number of quitting attempts for those who have quit, by region, December 2009
    • Figure 65: Interest in and attitudes towards OTC smoking cessation products, by region, December 2009

APPENDIX: TRADE ASSOCIATIONS

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