Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- 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
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- Figure 3: E-cigarette trial, by age, January 2014
- Key players
- The consumer
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- Figure 4: Current smoking status, by age, January 2014
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- Figure 5: Reasons for unsuccessful quit attempts, January 2014
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- Figure 6: Product trial and interest – Have tried, and would try again, January 2014
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- Figure 7: Product selection influencers, January 2014
- What we think
Issues and Insights
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- 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
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- Trend: Help Me Help Myself
- Trend: Fauxthenticity
- Mintel futures: Generation Next
Market Size and Forecast
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- 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
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- 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
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- Figure 10: Total US retail sales and fan chart forecast of smoking cessation products, at current prices, 2008-18
Market Drivers
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- Key points
- Demographic profiles of current smokers and smokers who intend to quit
- Gender
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- Figure 11: Number and ratio of males to females, by age, 2013
- Age
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- Figure 12: Population, by age, 2009-19
- Income
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- Figure 13: Median household income, in inflation-adjusted dollars, 2002-12
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- Figure 14: Disposable personal income, January 2007-January 2014
- Ethnicity
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- Figure 15: Population aged 18 or older, by race and Hispanic origin, 2009-19
- Presence of children in the household
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- Figure 16: Annual births and fertility rate, 2002-12
- Level of educational attainment
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- Figure 17: Educational attainment of people aged 25 or older, by age, 2012
- Reasons for quitting
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- Figure 18: Reasons for quitting smoking, August 2012
- Cardiovascular diseases affect a significant proportion of Americans
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- 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
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- Figure 21: Smoking prevalence among US adults, age 18 and older, 1965-2010
- Smoking cessation product sales hampered growing by e-cigarette popularity
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- Figure 22: Smoking cessation methods tried, July 2007 – September 2013
Competitive Context
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- Key points
- E-cigarettes
- E-cigarette sales skyrocket in 2012-13
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- Figure 23: MULO, Food, and drug sales of e-cigarettes, 2008-13
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- 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
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- Figure 26: Research stimuli for e-cigarette questions on Mintel consumer survey, January 2014
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- Figure 27: E-cigarette trial, by gender, January 2014
- Figure 28: E-cigarette trial, by age, January 2014
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- Figure 29: E-cigarette trial, by household income, January 2014
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- Figure 30: E-cigarette trial, by current quitting status, January 2014
- Current smokers see e-cigarettes as another means to help them quit
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- Figure 31: Attitudes toward e-cigarettes, by current smoking status, January 2014
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- 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
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- 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
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- Figure 34: Effectiveness of prescription smoking cessation methods, among those who have quit or are trying quit smoking, January 2014
Segment Performance
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- Key points
- Mini-lozenges and private label launches drive segment growth
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- Figure 35: Total US retail sales of smoking cessation products, by segment, at current prices, 2011 and 2013
- Quit smoking and freshen breath, too
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- Figure 36: Total US retail sales and forecast of smoking cessation gum at current prices, 2008-18
- Mini-lozenges, big sales
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- Figure 37: Total US retail sales and forecast of smoking cessation tablets at current prices, 2008-18
- Nicotine patch sales continue to fall off
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- Figure 38: Total US retail sales and forecast of smoking cessation patches at current prices, 2008-18
Retail Channels
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- Key points
- Sales of smoking cessation products, by channel
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- Figure 39: Total US retail sales of smoking cessation products, by channel, at current prices, 2008-13
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- 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
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- 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
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- Figure 41: MULO sales of smoking cessation products, by leading companies, rolling 52-weeks 2012 and 2013
- Brand use
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- Figure 42: Smoking cessation brands tried, July 2007 – September 2013
Brand Share – Smoking Cessation Gum
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- 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
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- Figure 43: MULO sales of smoking cessation gum, by leading companies, rolling 52-weeks 2012 and 2013
Brand Share – Smoking Cessation Tablets
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- Key points
- Private labels parrot just the right things
- Price points, packaging, and marketing matter
- Manufacturer sales of smoking cessation tablets
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- Figure 44: MULO sales of smoking cessation tablets, by leading companies, rolling 52-weeks 2012 and 2013
Brand Share – Smoking Cessation Patches
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- Key points
- Overall patches segment decline hits national brands hardest
- Lack of product innovation stymies growth
- Manufacturer sales of smoking cessation patches
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- Figure 45: MULO sales of smoking cessation patches, by leading companies, rolling 52-weeks 2012 and 2013
Innovations and Innovators
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- Lagging innovation in US market enables private label entry
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- 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
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- Overview of the brand landscape
- Celebrity endorsement and inspiration-driven marketing
- GSK’s Nicorette and Nicoderm “Blueprint to Quit” at Walmart
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- Figure 47: Walmart Blueprint to quit website, February 2014
- Nicorette TV Advertising
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- Figure 48: Nicorette mini, television ad, 2013
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- Figure 49: Nicorette and NicodermCQ: Not in a row, television ad, 2014
- Advertising smoking (e-cigarettes) like it’s the 1950s
- Blu
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- Figure 50: Blu e-cigarettes, television ad, 2012
- NJoy
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- Figure 51: Njoy e-cigarettes, television ad, 2013
- Consumer engagement with different communications vehicles
- Compel current smokers to quit visually
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- 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
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- 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
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- 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
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- Figure 55: Product selection influencers, by those who visit social media websites at least once per week, January 2014
Current Smoking and Quitting Status
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- Key points
- Current smoking
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- Figure 56: Current smoking status, by gender, January 2014
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- Figure 57: Current smoking status, by age, January 2014
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- Figure 58: Current smoking status, by household income, January 2014
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- Figure 59: Current smoking status, by marital/relationship status, January 2014
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- Figure 60: Current smoking status, by marital status and parents with children in household, January 2014
- Quitting status
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- Figure 61: Current quitting status, by age, January 2014
- Finding and motivating those who want to quit with aspirational brand messaging
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- Figure 62: Current quitting status, among those who visit websites at least once a week, January 2014
Challenges to Quitting Smoking
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- Key points
- Why quit an enjoyable, stress-relieving habit?
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- Figure 63: Reasons for unsuccessful quit attempts, by age, January 2014
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- Figure 64: Reasons for unsuccessful quit attempts, by household income, January 2014
Trial of NRTs and Alternative Smoking Cessation Methods
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- Key points
- Many quitters, particularly women, believe they can do it themselves
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- Figure 65: Smoking cessation methods tried, by gender, July 2012-September 2013
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- Figure 66: Smoking cessation methods tried, by age, July 2012-September 2013
- A majority of smokers turn to non-pharmaceutical methods to quit smoking
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- Figure 67: Smoking cessation products tried and would use again, by age, January 2014
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- Figure 68: Smoking cessation products tried and would use again, by household income, January 2014
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- 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
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- Figure 70: Smoking cessation products used or interested in using, by gender, January 2014
- Repertoire analysis: Using multiple methods to quit smoking
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- 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
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- 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
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- Key points
- Most do not believe any one method far more effective than another
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- Figure 75: Effectiveness of smoking cessation products – Effective, by gender, January 2014
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- Figure 76: Effectiveness of smoking cessation products – Effective, by age, January 2014
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- Figure 77: Effectiveness of smoking cessation products – Effective, by household income, January 2014
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- Figure 78: Effectiveness of smoking cessation products – Effective, by quitting status, January 2014
Purchase Influencers
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- Key points
- Cessation product consumers are highly price sensitive
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- Figure 79: Product selection influencers, by gender, January 2014
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- Figure 80: Product selection influencers, by age, January 2014
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- Figure 81: Product selection influencers, by quitting status, January 2014
Race and Hispanic Origin
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- Key points
- Asians unlikely to smoke daily, Blacks and Hispanics less likely to quit
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- 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
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- Figure 84: Smoking cessation methods tried, by race/Hispanic origin, July 2012-September 2013
- Hispanic consumers more likely to use e-cigarettes
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- Figure 85: E-cigarette trial, by race/Hispanic origin, January 2014
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- Figure 86: Attitudes toward e-cigarettes, by race/Hispanic origin, January 2014
Appendix – Other Useful Consumer Tables
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- Figure 87: Current smoking status, by gender and age, January 2014
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- Figure 88: Current smoking status, by employment, January 2014
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- Figure 89: Effectiveness of smoking cessation products – Effective, by gender and age, January 2014
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- Figure 90: Smoking cessation products tried and would use again, by employment, January 2014
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- Figure 91: Smoking cessation products used or interested in using, by employment, January 2014
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- Figure 92: Product selection influencers, by gender and age, January 2014
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- Figure 93: E-cigarette trial, by gender and age, January 2014
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- Figure 94: E-cigarette trial, by quit smoking, January 2014
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- Figure 95: E-cigarette trial, by marital/relationship status, January 2014
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- Figure 96: E-cigarette trial, by employment, January 2014
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- Figure 97: Attitudes toward e-cigarettes, by gender and age, January 2014
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- Figure 98: Attitudes toward e-cigarettes, by marital/relationship status, January 2014
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- Figure 99: Attitudes toward e-cigarettes, by marital status and parents with children in household, January 2014
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- Figure 100: E-cigarette trial, among those who visit websites at least once a week – part one, January 2014
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- Figure 101: E-cigarette trial, among those who visit websites at least once a week – part two, January 2014
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- Figure 102: E-cigarette trial, among those who visit websites at least once a week – part three, January 2014
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- Figure 103: Attitudes toward e-cigarettes, by those who visit social media websites at least once per week, January 2014
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- Figure 104: Reasons for unsuccessful quit attempts, by those who visit social media websites at least once per week, January 2014
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- Figure 105: Smoking cessation products tried and would use again, by those who visit social media websites at least once per week, January 2014
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- Figure 106: Current quitting status, among those who visit websites at least once a week – part one, January 2014
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- Figure 107: Current quitting status, among those who visit websites at least once a week – part two, January 2014
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- Figure 108: Smoking cessation products used or interested in using, by age, January 2014
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- Figure 109: Repertoire of Product trial and interest, by marital status, January 2014
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- Figure 110: Effectiveness of smoking cessation products – Effective, by household income, January 2014
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- Figure 111: E-cigarette trial, by current smoking status, January 2014
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- Figure 112: Attitudes toward e-cigarettes, by age, January 2014
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- Figure 113: Attitudes toward e-cigarettes, by household income, January 2014
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- Figure 114: Reasons for unsuccessful quit attempts, by marital status, January 2014
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Appendix – Trade Associations
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