Table of Contents
Executive Summary
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- Impact of COVID-19 on smoking cessation and E-cigarettes
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on the smoking cessation and E-cigarette categories, 9 February 2021
- The market
- Smoking cessation category on a downward decline
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- Figure 2: UK retail value sales forecast of smoking cessation products, 2015-25 (prepared on 8 February 2021)
- E-cigarettes go from strength to strength
- Companies and brands
- The smoking cessation category is dominated by the leading brands
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- Figure 3: Brand shares in the UK value sales of smoking cessation products, 2020
- The UK sees more smoking alternatives
- The consumer
- Tough times drive smoking rates
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- Figure 4: Changes to smoking/vaping habits since the start of COVID-19, October 2020
- Pandemic drives health concerns…but smokers turn to small vices
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- Figure 5: Attitudes to smoking since the start of COVID-19, October 2020
- Convenience of vaping drives frequency
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- Figure 6: Smoking/vaping frequency, October 2020
- Smokers have the best intentions
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- Figure 7: Quit smoking status, October 2020
- Vaping remains a popular way to quit
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- Figure 8: Smoking cessation methods, October 2020
- E-cigarette nicotine level usage is at the lower end
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- Figure 9: Nicotine level used by vapers, October 2020
Issues and Insights
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- COVID-19 related stress fuels smoking
- Smoking alternatives could cannibalise the NRT category
- Vapers could do with more help
The Market – Key Takeaways
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- COVID-19 hinders purchase of smoking cessation products
- E-cigarettes haven’t been impacted by negative headlines
- Government policy continues to impact smoking rates
Market Size and Forecast
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- Impact of COVID-19 on smoking cessation and E-cigarettes
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on the smoking cessation and E-cigarettes categories, 9 February 2021
- Smoking cessation goes back into decline in 2020
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- Figure 11: Retail value sales of smoking cessation products, 2015-25 (prepared on 8 February 2021)
- E-cigarettes continue to go from strength to strength
- Smoking cessation to see long term decline
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- Figure 12: Retail value sales forecast of smoking cessation products, 2015-25 (prepared on 8 February 2021)
- Market drivers and assumptions
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- Figure 13: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 9 February 2021)
- Smoking cessation fared well during previous recessions
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- Figure 14: Retail value sales of smoking cessation products, 2011-20
- Forecast methodology
Channels to Market
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- Chemists and grocers lose value sales
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- Figure 15: UK retail vale sales of smoking cessation aids, by outlet type, 2019 and 2020
Market Drivers
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- Government policy helps reduce smoking rates
- Ban on menthol cigarettes could see smokers turn to vaping
- Vaping misuse causes health issues in the US
- Money worries could impact spend in 2021
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- Figure 16: How respondents would describe their financial situation, January 2021
- Attitudes toward vaping are changing amongst teens
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- Figure 17: Trends in the age structure of the UK population, 2015-25
- Healthy intentions
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- Figure 18: Perceptions of general health, 2014-19
Companies and Brands – Key Takeaways
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- Lead brands fail to impress
- Education is the key
- Smoking alternatives get more competitive
Market Share
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- Leading brands decline in line with the market
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- Figure 19: Brand shares in the UK value sales of smoking cessation products, 2019-20
Launch Activity and Innovation
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- Own-label brands continue to innovate
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- Figure 20: NPD in private label smoking cessation products, 2018-20
- NRT brands use flavour to entice
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- Figure 21: Example of NPD in flavoured smoking cessation product, 2019-20
- Nicorette taps into technology
- E-cigarette brands innovate for a better experience
- BAT launches nicotine inhaler
- The race for next generation products continues
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- Figure 22: Zyn production, 2021
Advertising and Marketing Activity
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- The gap between TV and digital closes in smoking cessation
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- Figure 23: Total above-the-line, online display and direct mail advertising expenditure on smoking cessation products, by media type, 2017-2020
- E-cigarette advertising rules relax
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- Figure 24: Total above-the-line, online display and direct mail advertising expenditure on E-cigarettes, by media type, 2017-20
- Tackling the information gap in vaping
- Vaping adverts cross the line online
- Nielsen Ad Intel coverage
The Consumer – Key Takeaways
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- COVID-19 drives smoking and vaping habits
- Vaping remains a popular quitting method
- The best of intentions
Impact of COVID-19 on Consumer Behaviour
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- Lockdown 3.0 raises worry level
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- Figure 25: Concern about exposure to COVID-19 and impact of COVID-19 on lifestyles, 8 October 2020-26 January 2021
- Online shopping is up
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- Figure 26: Shopping more online since the start of COVID-19, 8 October 2020-26 January 2021
- Smoking/vaping rates are up
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- Figure 27: Changes to smoking/vaping habits since the start of COVID-19, October 2020
- Vapers are experimenting
- COVID-19 concerns are high amongst smokers
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- Figure 28: Attitudes to smoking since the start of COVID-19, October 2020
Smoking/Vaping Status
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- Smoking and vaping rates are low
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- Figure 29: Lifestyle behaviours, October 2020
- Convenience of vaping drives frequency
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- Figure 30: Smoking/vaping frequency, October 2020
Quit Smoking Status
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- The best intentions
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- Figure 31: Quit smoking status, October 2020
- E-cigarettes most popular smoking cessation method
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- Figure 32: Smoking cessation methods, October 2020
- Men turn to the NHS
E-cigarette Nicotine Level Usage
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- Nicotine exposure could be higher than intended
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- Figure 33: Nicotine level used by vapers, October 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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