Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
Insights and Opportunities
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- Cold turkey is “for the birds”
- Addressing factors that impact quit efforts
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- Figure 1: Factors that impact quit efforts, December 2009
- Weight concerns
- Irritability
- Learning to live without cigarettes
- Partnering with anti-smoking efforts
Inspire Insights
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- Corporate Partnerships
- What it’s about
- Teaming up to boost quit efforts
- The cost benefit
- Habits, Consumer Inertia and Loyalty
- What it’s about
- The smoking routine
Market Size and Forecast
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- Key points
- Recession dipping into sales
- Anti-smoking environment ideal to foster growth
- Sales and forecast of SCPs
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- Figure 2: FDMx retail sales and expected forecast of smoking cessation products, at current prices, 2004-14
- Figure 3: FDMx retail sales and expected forecast of smoking cessation products, at inflation-adjusted prices, 2004-14
Competitive Context
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- OTC versus Rx
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- Figure 6: Interest in and attitudes towards smoking cessation products, December 2009
- Turning to the lesser of evils
- Non-nicotine alternative treatments
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- Figure 7: Homeopathic product introductions, 2005-09
Segment Performance
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- Key points
- Gum maintains healthy lead
- Innovation is needed to breathe life into all segments
- Sales of SCPs, by segment
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- Figure 8: FDMx sales of smoking cessation products, segmented by type, 2008 and 2009
Segment Performance—Anti-Smoking Gum
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- Key points
- Gum segment has lost favor…
- …and needs more flavor
- Sales and forecast of anti-smoking gum
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- Figure 9: FDMx sales and expected forecast of anti-smoking gum, 2004-14
Segment Performance—Anti-Smoking Patches
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- Key points
- Moving up in the world
- Ready for change
- Sales and forecast of anti-smoking patches
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- Figure 10: FDMx sales and expected forecast of anti-smoking patches, 2004-14
Segment Performance—Anti-Smoking Tablets
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- Key points
- Keeping afloat with private label
- A future as a flexible-use product?
- Sales and forecast of anti-smoking tablets
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- Figure 11: FDMx sales and expected forecast of anti-smoking tablets, 2004-14
Segment Performance—Other Anti-Smoking Products
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- Key points
- A little “niche” of this, a little “niche” of that
- Sales and forecast of other anti-smoking products
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- Figure 12: FDMx sales and expected forecast of other anti-smoking products, 2004-14
Retail Channels
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- Key points
- Drug stores dominate
- Sales of SCPs, by channel
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- Figure 13: FDMx retail sales of smoking cessation products, by channel, 2008 and 2009
Retail Channels—Drug Stores
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- Key points
- Drug stores losing share of sales
- Enhanced support services could bolster sales
- Drug store sales of SCPs
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- Figure 14: Drug store sales of smoking cessation products, at current prices, 2004-09
Retail Channels—Other FDMx Outlets
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- Key points
- Other retailers lure them in with freebies
- Angling as the one stop shop for the quit effort
- Other FDMx sales of SCPs
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- Figure 15: Other FDMx channel sales of smoking cessation products, at current prices, 2004-09
Market Drivers
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- Health risks of smoking
- Smoking bans now the norm, not the exception
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- Figure 16: 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
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- Figure 17: Health insurance coverage, by key demographics, 2007-09
- The gender divide
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- Figure 18: Experiences with smoking, by gender, December 2009
- Mid-age-range key consumer base for SCPs
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- Figure 19: Interest in and attitudes towards OTC smoking cessation products, by age, December 2009
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- Figure 20: Sources of information on healthcare, by age, April 2008-June 2009
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- Figure 21: Use of social networking sites, by age, June 2009
Leading Companies
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- Key points
- GlaxoSmithKline synonymous with anti-smoking
- Private label a strong contender
- Manufacturer sales of SCPs
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- Figure 22: Manufacturer FDMx sales of smoking cessation products in the U.S., 2008 and 2009
- Brands of anti-smoking products used
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- Figure 23: Brands of anti-smoking products used, by gender, April 2008-June 2009
Brand Share—Anti-Smoking Gum
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- Key points
- Nicorette gum the top choice, followed by private label
- Manufacturer and brand sales of anti-smoking gum
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- Figure 24: Selected FDMx brand sales and market share of anti-smoking gum in the U.S., 2008 and 2009
Brand Share—Anti-Smoking Patches
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- 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
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- Figure 25: Selected FDMx brand sales and market share of anti-smoking patches in the U.S., 2008 and 2009
Brand Share—Anti-Smoking Tablets
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- Key points
- Commit tops for tabs
- Expanding the Nicorette brand to tablets
- Manufacturer and brand sales of anti-smoking tablets
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- Figure 26: Selected FDMx brand sales and market share of anti-smoking tablets in the U.S., 2008 and 2009
Brand Share—Other Anti-Smoking Products
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- Key points
- A small segment with alternative therapies
- Manufacturer and brand sales of other anti-smoking products
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- Figure 27: Selected FDMx brand sales and market share of other anti-smoking products in the U.S., 2008 and 2009
Innovation and Innovators
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- Nicorette partners with WebMD
Brands and the Advertising Landscape
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- Overview of the brand landscape
- Brand analysis: Nicorette
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- Figure 28: Brand analysis of Nicorette, 2010
- Magazine
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- Figure 29: Nicorette magazine ad, 2009
- Online
- TV
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- Figure 30: Nicorette television ad, 2009
- Brand analysis: Chantix
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- Figure 31: Brand analysis of Chantix, 2010
- Magazine
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- Figure 32: Chantix magazine ad, 2009
- Online
- TV
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- Figure 33: Chantix television ad, 2009
- Unbranded product advertising
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- Figure 34: Mytimetoquit.com (Pfizer) television ad, 2009
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- Figure 35: Rethinkyourquit.com (Pfizer) television ad, 2009
- 1-800-QUITNOW—North American Quit Line Consortium
- TV – North Carolina
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- Figure 36: Quit Now television ad, 2009
- TV – Colorado
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- Figure 37: Colorado quit line television ad, 2009
Experiences with Smoking
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- Key points
- Nearly a third are smokers
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- Figure 38: Experiences with smoking, by gender, December 2009
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- Figure 39: Experiences with smoking, by age, December 2009
- Younger people smoking more, women smoking less
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- Figure 40: Change in smoking habits from a year ago, among current smokers, by gender, December 2009
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- Figure 41: Change in smoking habits from a year ago, among current smokers, by age, December 2009
- A New Year’s resolution any time?
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- Figure 42: Quitting smoking for the New Year, by age, December 2009
Smokers vs. Non-Smokers
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- Key points
- Smokers more “laissez-faire” towards healthier living
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- Figure 43: Health habits of smokers vs. non-smokers, April 2008-June 2009
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- Figure 44: Diet habits of smokers vs. non-smokers, April 2008-June 2009
Attitudes towards Smoking
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- Key points
- Smokers “alone in the crowd”
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- Figure 45: Social aspects of smoking, by gender, December 2009
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- Figure 46: Social aspects of smoking, by age, December 2009
- Interaction with smoking
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- Figure 47: Interaction with smoking, by gender, December 2009
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- Figure 48: Interaction with smoking, by age, December 2009
The View on Quitting
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- Key points
- Motivation to quit
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- Figure 49: Attitudes towards quitting smoking, by gender, December 2009
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- Figure 50: Attitudes towards quitting smoking, by age, December 2009
- Concerns about quitting
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- Figure 51: Attitudes towards quitting smoking, by gender, December 2009
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- Figure 52: Attitudes towards quitting smoking, by age, December 2009
Attitudes towards SCPs
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- Key points
- More interest in OTC, but Rx more effective
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- Figure 53: Interest in and attitudes towards smoking cessation products, by product type, December 2009
- A closer look at OTC
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- Figure 54: Interest in and attitudes towards OTC smoking cessation products, by age, December 2009
- Attitudes towards prescription SCPs
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- Figure 55: Interest in and attitudes towards prescription smoking cessation products, by age, December 2009
Quitting Efforts
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- Key points
- If at first you don’t succeed…
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- Figure 56: Number of quitting attempts among those trying to quit and those who have successfully quit, by gender, December 2009
- Most quitting efforts go unaided
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- Figure 57: Methods used to quit, by gender, December 2009
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- Figure 58: Methods used to quit, by age, December 2009
- Product decision drivers
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- Figure 59: Decision drivers for products to help quit smoking, by age, December 2009
Impact of Race and Hispanic Origin
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- Key points
- Hispanics smoking more than a year ago, but don’t enjoy it and are eager to quit
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- Figure 60: Change in smoking habits from a year ago, among current smokers, by race/Hispanic origin, December 2009
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- Figure 61: Attitudes towards quitting smoking, by race/Hispanic origin, December 2009
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- Figure 62: Attitudes towards own smoking situation, by race/Hispanic origin, December 2009
- Interest in OTC and Rx remedies
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- Figure 63: Interest in and attitudes towards smoking cessation products, by race/Hispanic origin, December 2009
Cluster Analysis
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- Moderates
- Convinceables
- Defiers
- Cluster characteristics
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- Figure 64: Smoking cessation clusters, December 2009
- Figure 65: Experience with smoking, by smoking cessation clusters, December 2009
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- Figure 66: Attitudes towards smoking and quitting, by smoking cessation clusters, December 2009
- Figure 67: Interest in and concerns about quitting smoking, by smoking cessation clusters, December 2009
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- Figure 68: Interest in and attitudes towards smoking cessation products, by smoking cessation clusters, December 2009
- Cluster demographics
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- Figure 69: Smoking cessation clusters, by gender, December 2009
- Figure 70: Smoking cessation clusters, by age, December 2009
- Figure 71: Smoking cessation clusters, by household income, December 2009
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- Figure 72: Smoking cessation clusters, by race/Hispanic origin, December 2009
- Cluster methodology
Custom Consumer Groups
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- Children in the household: More reason to quit, a tougher time doing so
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- Figure 73: Experience with smoking, by presence of children, December 2009
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- Figure 74: Number of quitting attempts for those trying to quit, by presence of children, December 2009
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- Figure 75: Change in smoking habits from a year ago, among current smokers, by presence of children, December 2009
- Interest in and concerns about OTC remedies
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- Figure 76: Interest in and attitudes towards smoking cessation products, by presence of children, December 2009
Appendix: Other Useful Consumer Tables
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- Figure 77: Number of quitting attempts for those trying to quit, by region, December 2009
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- Figure 78: Number of quitting attempts for those who have quit, by region, December 2009
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- Figure 79: Interest in and attitudes towards OTC smoking cessation products, by region, December 2009
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Appendix: Trade Associations
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