Table of Contents
Executive Summary
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- The market
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- Figure 1: Best and worst-case forecast of UK retail value sales of smoking cessation products, 2009-19
- Market factors
- Companies, brands and innovation
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- Figure 2: Brand shares in UK value sales of smoking cessation products, year ending November 2014
- The consumer
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- Figure 3: Vaping status, by smoking status, November 2014
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- Figure 4: Reasons for vaping, November 2014
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- Figure 5: Consistency of E-cigarette usage/usage of non-prescription NRT methods in the last 12 months, November 2014
- What we think
Issues and Insights
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- E-cigarettes; a lifestyle choice
- The facts
- The implications
- Expertise and personalisation drive shopping
- The facts
- The implications
- Big pharmas are slow to respond to E-cigarettes
- The facts
- The implications
Trend Application
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- Trend: Sense of the Intense
- Trend: Make it Mine
- Trend: Second Skin
Market Drivers
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- Key points
- Less affluent socio-economic groups more likely to smoke
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- Figure 6: Prevalence of cigarette smoking, by socio-economic status, 2011 and 2012
- Rising price of tobacco
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- Figure 7: Household expenditure on tobacco in the United Kingdom, at current prices, 1993-2013
- Rise in children may impact future legislation
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- Figure 8: Trends in the age structure of the UK population, by gender, 2009-19
- Rising population increases the strain on the NHS
- E-cigarette users are limited to smokers
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- Figure 9: Proportion of adults who use E-cigarettes, by cigarette smoking status, Q1 2014
- Changes in legislation affecting E-cigarettes
- The impact of plain cigarette packaging
Who’s Innovating?
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- Key points
- 2014 saw a rise in new launches
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- Figure 10: New smoking cessation lozenge launches, 2014
- Own-label remains competitive
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- Figure 11: New smoking cessation own-label launches, 2014
- The personalised approach
- Tracking data to encourage smoking cessation
- Tobacco companies lead innovation in E-cigarettes
- Alternatives to E-cigarettes
Market Size and Forecast
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- Key points
- Smoking cessation market takes a hit
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- Figure 12: UK retail value sales of smoking cessation products, 2009-19
- Further decline predicted
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- Figure 13: Best and worst-case forecast of UK retail value sales of smoking cessation products, 2009-19
- Forecast methodology
Market Share
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- Key points
- NiQuitin shows biggest loss in market share
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- Figure 14: Brand shares in UK value sales of smoking cessation products, 2013 and 2014 (year to November)
- E-cigarette market may see consolidation
Companies and Products
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- Johnson & Johnson (McNeil Healthcare)
- Background and structure
- Strategy and financial performance
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- Figure 15: McNeil Healthcare (UK) Limited financial performance, 2012 and 2013
- Product range and innovation
- Marketing and advertising
- Novartis
- Background and structure
- Strategy and financial performance
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- Figure 16: Novartis Consumer Health UK Limited financial performance, 2012 and 2013
- Product range and innovation
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- Figure 17: Examples of new product launches by Novartis in the smoking cessation market, 2014
- Marketing and advertising
- GlaxoSmithKline
- Background and structure
- Strategy and financial performance
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- Figure 18: GlaxoSmithKline UK Limited financial performance, 2012 and 2013
- Product range and innovation
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- Figure 19: Examples of new product launches by GlaxoSmithKline in the smoking cessation market, 2014
- Marketing and advertising
- Vype
- Background and structure
- Strategy and financial performance
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- Figure 20: British American Tobacco financial performance, 2012 and 2013
- Product range and innovation
- Marketing and advertising
- Lorillard Inc
- Background and structure
- Strategy and financial performance
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- Figure 21: Lorillard Inc. financial performance, 2012 and 2013
- Product range and innovation
- Marketing and advertising
Brand Communication and Promotion
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- Key points
- Smoking cessation sees decline in advertising spend in 2014…
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- Figure 22: Main media advertising expenditure on smoking cessation products, by media type (excluding advertising for NHS Stop Smoking services), 2012-14
- …whilst E-cigarettes show sharp increase
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- Figure 23: Main media advertising expenditure on E-cigarettes, by media type, 2012-14
- Nicorette leads advertising in nicotine replacement therapies
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- Figure 24: Main media advertising expenditure on smoking cessation and E-cigarettes, by top 10 and other brands, 2014
Channels to Market
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- Key points
- Rise of discount retailers
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- Figure 25: UK retail sales of smoking cessation aids, by outlet type and value, 2013 and 2014
The Consumer – Smoking/Vaping Status
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- Key points
- Young people are more likely to smoke
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- Figure 26: Smoking status, November 2014
- Less than two in five vape
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- Figure 27: Vaping status, November 2014
- Non-smokers do not vape
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- Figure 28: Vaping status, by smoking status, November 2014
The Consumer – Reasons for Vaping
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- Key points
- Long-term smokers may be looking for an alternative to smoking
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- Figure 29: Reasons for vaping, November 2014
- Safety over convenience
- External influence is low
- Taste has low appeal
The Consumer – Quitting Smoking
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- Key points
- Older people less interested in quitting
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- Figure 30: Quitting smoking status, November 2014
- Over a third of quitters currently vape
- E-cigarettes are the most popular smoking cessation method
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- Figure 31: Methods used to quit smoking, November 2014
- Young people use NHS Stop Smoking services
The Consumer – Places of Purchase
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- Key points
- Availability of expertise drives purchase location
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- Figure 32: Places of purchase, November 2014
- Availability is changing E-cigarette purchasing channels
- Young people shop at multiple channels
The Consumer – Usage of Smoking Cessation Methods
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- Key points
- E-cigarettes are more likely to be used for longer
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- Figure 33: Usage of smoking cessation methods in the last 12 months, November 2014
- E-cigarette users more likely to use them continuously
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- Figure 34: Consistency of E-cigarette usage/usage of non-prescription NRT methods in the last 12 months, November 2014
The Consumer – Attitudes towards E-cigarettes
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- Key points
- Support for restrictions on usage in front of children
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- Figure 35: Attitudes towards E-cigarettes, November 2014
- A confusing category
- More effective for cutting down rather than quitting
- Advertising causes conflicting views
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