Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of smoking cessation products, at current prices, 2007-17
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- Figure 2: Cigarette smoking usage and stop smoking attempts, May 2003-June 2012
- Segment snapshots
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- Figure 3: Sales of smoking cessation aids, segmented by type, 2011 and 2012
- Market factors
- Demographics
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- Figure 4: Population, by age, 2012 and 2017
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- Figure 5: Smoking status, by age, August 2012
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- Figure 6: Smoking status, by gender, August 2012, and average number of cigarettes smoked, by gender, April 2011-June 2012
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- Figure 7: Population, by race and Hispanic origin, 2012 and 2017
- Lower median income
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- Figure 8: Median household income, in inflation-adjusted dollars, 2001-11
- Healthcare costs
- Bans
- Graphic labels
- Cigarette taxes
- Retailers
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- Figure 9: Sales of smoking cessation aids, by channel, 2012
- Key players
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- Figure 10: MULO sales of smoking cessation products, by leading companies, 2011 and 2012
- The consumer
- Reasons to quit
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- Figure 11: Reasons for quitting, August 2012
- Smoking cessation product attributes
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- Figure 12: Smoking cessation product attributes, August 2012
- Challenges to quitting
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- Figure 13: Challenges to quitting smoking, by quitter groups, August 2012
- What we think
Issues in the Market
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- What is the impact of smoking bans on the cessation product market?
- How can consumers (or marketers) adopt new technologies and innovations in this market?
- How do private label brands affect the smoking cessation market?
Insights and Opportunities
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- Retail locations
- In-store support
- Positioning
- Role of technology
- Retreats
- Natural products
Trend Applications
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- Trend: No Resting Place
- Trend: Sense of the Intense
- 2015 Trend: Brand Intervention
Market Size and Forecast
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- Key points
- Growth for smoking cessation aids expected to continue
- Sales and forecast of smoking cessation products
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- Figure 14: Total U.S. retail sales and forecast of smoking cessation products, at current prices, 2007-17
- Figure 15: Total U.S. retail sales and forecast of smoking cessation products, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 16: Total U.S. sales and fan chart forecast of smoking cessation aids, at current prices, 2007-17
Market Drivers
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- Key points
- Demographics
- Age
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- Figure 17: Population, by age, 2007-17
- Ethnicity
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- Figure 18: Population, by race and Hispanic origin, 2007-17
- Population of smokers
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- Figure 19: Cigarette smoking usage and stop smoking attempts, May 2003-June 2012
- Lower median income
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- Figure 20: Median household income, in inflation-adjusted dollars, 2001-11
- Figure 21: Average cost of smoking cessation products based on MULO sales of smoking cessation products, 2012
- Healthcare costs
- Education level
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- Figure 22: Cigarette smoking usage, by education level, April 2011-June 2012
- Figure 23: Average number of cigarettes smoked, by education level, April 2011-June 2012
- Efforts to reduce smoking
- Smoking bans
- Graphic labels
- Taxes
Competitive Context
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- Prescription smoking products
- E-cigarettes
- Alternative ways to quit smoking
- Not quitting
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- Figure 24: Opinions: diet and health, by smokers and non-smokers, April 2011-June 2012
Segment Performance
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- Key points
- Gum dominates smoking cessation market
- Sales of smoking cessation aids, by segment
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- Figure 25: Sales of smoking cessation aids, segmented by type, 2010 and 2012
Segment Performance – Smoking Cessation Gum
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- Key points
- Consumers prefer to chew
- Sales and forecast of smoking cessation gum
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- Figure 26: Sales and forecast of smoking cessation gum, at current prices, 2007-17
Segment Performance – Smoking Cessation Tablets
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- Key points
- Tablets continue to grow
- Sales and forecast of smoking cessation tablets
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- Figure 27: Sales and forecast of smoking cessation tablets, at current prices, 2007-17
Segment Performance – Smoking Cessation Patches
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- Key points
- Patches losing share to other methods
- Sales and forecast of smoking cessation patches
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- Figure 28: Sales and forecast of smoking cessation patches, at current prices, 2007-17
Retail Channels
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- Key points
- “Other” channels lead smoking cessation sales
- Sales of smoking cessation aids, by channel
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- Figure 29: Sales of smoking cessation aids, by channel, 2010 and 2012
- Consumer retail purchase habits
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- Figure 30: Smoking cessation product purchase locations, August 2012
Retail Channels – Drug Stores
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- Key points
- Drug stores as a health and wellness partner
- Drug store sales of smoking cessation aids
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- Figure 31: Drug store sales of smoking cessation aids, at current prices, 2007-12
Retail Channels – Supermarkets
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- Key points
- Increased sales at supermarkets
- Supermarket sales of smoking cessation aids
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- Figure 32: Supermarket sales of smoking cessation aids, at current prices, 2007-12
Retail Channels – Other Retail Channels
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- Key points
- “Other” channels smoking hot
- Other retail channel sales of smoking cessation aids
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- Figure 33: Other channels sales of smoking cessation aids, at current prices, 2007-12
Leading Companies
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- Key points
- Private label brands dominate the market
- Manufacturer sales of smoking cessation products
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- Figure 34: MULO sales of smoking cessation products, by leading companies, 2011 and 2012
- Most used cessation product is NicoDerm CQ
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- Figure 35: Smoking cessation brands used, by gender, April 2011-June 2012
Brand Share – Anti-Smoking Gum
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- Key points
- Private label brand dominates the market for gum
- Manufacturer sales of anti-smoking gum
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- Figure 36: MULO sales of anti-smoking gum by leading companies, by leading companies, 2011 and 2012
Brand Share – Anti-Smoking Tablets
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- Key points
- Strong increases for lozenges
- Manufacturer sales of anti-smoking tablets
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- Figure 37: MULO sales of anti-smoking tablets, by leading companies, 2011 and 2012
Brand Share – Anti-Smoking Patches
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- Key points
- NicoDerm CQ experienced slight decrease
- Manufacturer sales of anti-smoking patches
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- Figure 38: MULO sales of anti-smoking patches, by leading companies, 2011-12
Innovations and Innovators
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- Key points
- Product introductions come from private label brands
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- Figure 39: Share of branded/private label smoking cessation product launches, 2007-12
- Opportunity to introduce new flavors
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- Figure 40: Smoking cessation product launches, by flavor, 2007-12
- Other products
- Other countries
- Alternative methods
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Nicorette
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- Figure 41: Brand analysis of Nicorette, 2012
- TV presence
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- Figure 42: Nicorette, “New Radio,” 2012
- Figure 43: Nicorette, “Celebrate the Win,” 2011
- Online initiatives
- Social networking
- Committed Quitters
- Brand analysis: NicoDerm CQ
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- Figure 44: Brand analysis of NicoDerm CQ, 2012
- TV presence
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- Figure 45: NicoDerm CQ, “Mountain,” 2012
- Figure 46: NicoDerm CQ, “Fast acting patch,” 2012
- Online initiatives
- Social networking
- Advertising for smoking cessation products
Identifying Smokers and Quitters
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- Key points
- Smokers do it daily
- Female smokers struggle with quitting
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- Figure 47: Smoking status, by gender, August 2012
- Figure 48: Average number of cigarettes smoked, by gender, April 2011-June 2012
- Large portion of smokers interested in quitting, but not currently doing anything about it
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- Figure 49: Quitting status, by gender, August 2012
- Anti-smoking campaigns may be working to deter youth
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- Figure 50: Smoking status, by age, August 2012
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- Figure 51: Average number of cigarettes smoked, by age, April 2011-June 2012
- Smokers aged 45-54 struggle with quitting
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- Figure 52: Quitting status, by age, August 2012
- Those from a lower-income household more likely to smoke, less likely to quit
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- Figure 53: Smoking status, by household income, August 2012
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- Figure 54: Quitting status, by gender and age, August 2012
- Parents more likely to smoke…
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- Figure 55: Smoking status, by presence of children in household, August 2012
- …but parents who smoke want to quit
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- Figure 56: Quitting status, by presence of children in household, August 2012
Profiles of Quitters
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- Key points
- Smoking status
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- Figure 57: Smoking status, by quitter groups, August 2012
- Reasons to quit
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- Figure 58: Reasons for quitting, by quitter groups, August 2012
- Smoking cessation product attributes
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- Figure 59: Smoking cessation product attributes, by quitter groups, August 2012
- Success may come from cold turkey
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- Figure 60: Anti-smoking products currently use/have used in the past, interested in using, by quitter groups, August 2012
- Figure 61: Anti-smoking methods currently use/have used in the past, interested in using, by quitter groups, August 2012
- Challenges to quitting
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- Figure 62: Challenges to quitting smoking, by quitter groups, August 2012
- New product interest
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- Figure 63: Interest in new product formats, by quitter groups, August 2012
- Attitudes toward smoking
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- Figure 64: Attitudes toward smoking, by quitter groups, August 2012
Reasons to Quit Smoking
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- Key points
- Smokers and quitters want good health
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- Figure 65: Reasons for quitting, August 2012
- Younger smokers more likely to quit for others
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- Figure 66: Reasons for quitting, by gender and age, August 2012
- Lower household incomes don’t quit for health reasons
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- Figure 67: Reasons for quitting, by household income, August 2012
Anti-Smoking Products and Methods
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- Key points
- Men more likely to be interested in most products
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- Figure 68: Anti-smoking products interested in using, by gender, August 2012
- Figure 69: Anti-smoking methods interested in using, by gender, August 2012
- Aged 35-44 most likely to be interested in most products/methods
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- Figure 70: Anti-smoking products interested in using, by age, August 2012
- Figure 71: Anti-smoking methods interested in using, by age, August 2012
- Smoking cessation products are of interest to those who struggle with quitting
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- Figure 72: Anti-smoking products currently use/have used in the past, by challenges to quitting smoking, August 2012
Smoking Cessation Product Attributes
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- Key points
- Cessation products need to relieve cravings
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- Figure 73: Smoking cessation product attributes, August 2012
- Product attributes not as important to older quitters/smokers
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- Figure 74: Smoking cessation product attributes, by gender and age, August 2012
- Those who seek support interested in over-the-counter products
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- Figure 75: Anti-smoking products currently use/have used in the past, by smoking cessation product attributes, August 2012
Challenges to Quitting Smoking
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- Key points
- Women cite more challenges than men
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- Figure 76: Challenges to quitting smoking, by gender and age, August 2012
- Older women fear weight gain
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- Figure 77: Challenges to quitting smoking, by gender and age, August 2012
- Parents stressed by not smoking
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- Figure 78: Challenges to quitting smoking, by presence of children in household, August 2012
- Quitters who need a little more help have more stresses
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- Figure 79: Challenges to quitting smoking, by smoking cessation product attributes, August 2012
Interest in New Product Formats
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- Key points
- Quitters need to keep their mouth busy
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- Figure 80: Interest in new product formats, August 2012
- Younger men like drinks, while younger women like lollipops
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- Figure 81: Interest in new product formats, by gender and age, August 2012
- Parents more interested in new products
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- Figure 82: Interest in new product formats, by presence of children in household, August 2012
Attitudes Toward Smoking
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- Key points
- Smoking is addicting and enjoyable
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- Figure 83: Attitudes toward smoking, August 2012
- Health warnings scare women
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- Figure 84: Attitudes toward smoking, by gender, August 2012
- Enjoyment of smoking decreases with age
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- Figure 85: Attitudes toward smoking, by age, August 2012
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- Figure 86: Relationship between smoking and drinking, by age, August 2012
Race and Hispanic Origin
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- Key points
- Hispanics more likely to smoke and be interested in quitting
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- Figure 87: Smoking status, by race/Hispanic origin, August 2012
- Figure 88: Quitting status, by race/Hispanic origin, August 2012
- Hispanics likely to cite friends as a reason for quitting
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- Figure 89: Reasons for quitting, by race/Hispanic origin, August 2012
- Hispanics have high interest in products and methods
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- Figure 90: Anti-smoking products interested in using, by race/Hispanic origin, August 2012
- Figure 91: Anti-smoking methods – Interested in using, by race/Hispanic origin, August 2012
- Hispanics have used most cessation brands
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- Figure 92: Smoking cessation brands, by race/Hispanic origin, April 2011-June 2012
- Hispanics challenged by associating with others
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- Figure 93: Challenges to quitting smoking, by race/Hispanic origin, August 2012
- Hispanics interested in various product formats
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- Figure 94: Interest in new product formats, by race/Hispanic origin, August 2012
- Hispanics know they can quit
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- Figure 95: Attitudes toward smoking, by race/Hispanic origin, August 2012
Appendix – Other Useful Consumer Tables
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- Smoking/quitting status
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- Figure 96: Smoking status, by gender and age, August 2012
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- Figure 97: Smoking status, by quitter groups, August 2012
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- Figure 98: Smoking status, by quitter groups, August 2012
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- Figure 99: Quitting status, by gender and age, August 2012
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- Figure 100: Smoking status, by marital/relationship status, August 2012
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- Figure 101: Quitting status, by marital status, August 2012
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- Figure 102: Quitting status, by employment, August 2012
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- Figure 103: Quitting status, by urban area, August 2012
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- Figure 104: Quitting status, by quitter groups, August 2012
- Anti-smoking product usage
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- Figure 105: Anti-smoking products interested in using, by presence of children in household, August 2012
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- Figure 106: Anti-smoking products currently use/have used in the past, by challenges to quitting smoking, August 2012
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- Figure 107: Anti-smoking products currently use/have used in the past, by challenges to quitting smoking, August 2012
- Reasons to quit smoking
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- Figure 108: Reasons for quitting, by gender, August 2012
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- Figure 109: Reasons for quitting, by presence of children in household, August 2012
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- Figure 110: Reasons for quitting, by region, August 2012
- Smoking cessation product attributes
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- Figure 111: Smoking cessation product attributes, by gender, August 2012
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- Figure 112: Smoking cessation product attributes, by race/Hispanic origin, August 2012
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- Figure 113: Smoking cessation product attributes, by presence of children in household, August 2012
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- Figure 114: Smoking cessation product attributes, by region, August 2012
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- Figure 115: Smoking cessation product attributes, by urban area, August 2012
- Challenges to quitting smoking
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- Figure 116: Challenges to quitting smoking, by age, August 2012
- Interest in new product formats
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- Figure 117: Interest in new product formats, by gender, August 2012
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- Figure 118: Interest in new product formats, by region, August 2012
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- Figure 119: Interest in new product formats, by urban area, August 2012
- Attitudes toward smoking
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- Figure 120: Attitudes toward smoking, by presence of children in household, August 2012
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- Figure 121: Attitudes toward smoking, by region, August 2012
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- Figure 122: Attitudes toward smoking, by urban area, August 2012
- Demographics of previously quit and interested in quitting
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- Figure 123: Quitter groups, by demographic, July 2012
Appendix – Trade Associations
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