Table of Contents
Executive Summary
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- The market
- Smoking cessation market is in decline
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- Figure 1: Best- and worst-case forecast of UK retail value sales of smoking cessation products, 2013-23
- E-cigarettes see strong growth
- Companies and brands
- Smoking cessation sees a decline in recorded advertising spend
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- Figure 2: Total above-the-line, online display and direct mail advertising expenditure on smoking cessation products, by media type, January 2015-November 2018
- Advertising restrictions see E-cigarette brands go outdoors
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- Figure 3: Above-the-line, online display and direct mail advertising expenditure on E-cigarettes, by media type, January 2015-November 2018
- The consumer
- Smoking status sees no change
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- Figure 4: Smoking status, October 2016 and October 2018
- Vaping sees a rise
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- Figure 5: Vaping status, October 2016 and October 2018
- E-cigarettes are used to quit smoking
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- Figure 6: Reasons for using E-cigarettes, October 2018
- Refillable E-cigarettes are most popular
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- Figure 7: Purchase of types of E-cigarettes, October 2018
- Vapers shop at specialist stores
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- Figure 8: Places of purchase of E-cigarettes, October 2018
- More smokers are quitting
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- Figure 9: Intentions to quit smoking, October 2016 and October 2018
- More people quit in the last 12 months
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- Figure 10: Status of those who have already quit, October 2016 and October 2018
- Usage of non-prescription NRT sees little change
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- Figure 11: Smoking cessation methods used, October 2018
- The desire for regulation
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- Figure 12: Attitudes towards E-cigarettes, October 2018
- What we think
Issues and Insights
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- TPD does little to hamper the vaping market
- The facts
- The implications
- Is it time for NRT brands to embrace vaping?
- The facts
- The implications
The Market – What You Need to Know
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- Smoking cessation is in decline…
- …whilst E-cigarettes enjoy value growth
- Chemists see the largest decline
- Rise in teens could see E-cigarettes further regulated
- Smoking is costly
- E-cigarette usage is increasing
- TPD has had little impact on vaping
Market Size and Forecast
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- Smoking cessation is in decline
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- Figure 13: UK value sales of smoking cessation products, 2013-23
- E-cigarettes see an upsurge
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- Figure 14: NHS Smokefree advice on E-cigarettes, January 2019
- Smoking cessation category will continue to struggle
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- Figure 15: Best- and worst-case forecast of UK retail value sales of smoking cessation products, 2013-23
- Forecast methodology
Channels to Market
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- Chemists see the largest decline
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- Figure 16: UK retail value sales of smoking cessation aids, by outlet type, 2017 and 2018
- Own-label brands help keep multiple grocers afloat
Market Drivers
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- Rise in teens could refresh E-cigarette concerns
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- Figure 17: Trends in the age structure of the UK population, 2013-23
- Smoking is expensive
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- Figure 18: Trends in how respondents would describe their financial situation, September 2016-September 2018
- Appearance is a driver for health
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- Figure 19: Incentives to lead a healthier lifestyle, August 2018
- Stressful lifestyles could encourage bad behaviours
- E-cigarette users are on the rise
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- Figure 20: Number of E-cigarettes users (vapers) in Great Britain, 2012-18
- TPD likely to have had little impact on vaping
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- Figure 21: Strength of nicotine used by current E-cigarette users in Great Britain, 2017 and 2018
Companies and Brands – What You Need to Know
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- Own-label brands fare well
- Own-label brands see NPD
- Nicotine replacement products innovate in flavours
- E-cigarettes see innovation in closed-system pens
- The battle of the tobacco giants
- Advertising spend in smoking cessation sees a decline
- Using the power of peers
- E-cigarettes go outdoors
Market Share
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- Own-label sees significant rise
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- Figure 22: Brand shares in the UK value sales of smoking cessation products, years ending October 2017 and 2018
Launch Activity and Innovation
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- Own-label sees innovation
- NPD in flavours
- Nicorette innovates in devices
- 2018 sees closed-system E-cigarettes
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- Figure 23: Vype E-pen, July 2018
- Juul comes to the UK
Advertising and Marketing Activity
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- Recorded advertising spend in smoking cessation sees a dip
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- Figure 24: Total above-the-line, online display and direct mail advertising expenditure on smoking cessation products, by media type, January 2015-November 2018
- E-cigarette brands get outdoors
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- Figure 25: Above-the-line, online display and direct mail advertising expenditure on E-cigarettes, by media type, January 2015-November 2018
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Smokers remain constant whilst vapers see a rise
- Vaping is used as a smoking cessation method
- Refillable E-cigarettes are the most popular
- Intentions to quit smoking are high
- Use of non-prescription NRT shows little change
- Regulation is desired
- The negatives of vaping
Smoking and Vaping Status
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- Smoking status sees no change
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- Figure 26: Smoking status, October 2016 and October 2018
- Vaping sees a rise
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- Figure 27: Vaping status, October 2016 and October 2018
Reasons for Using E-cigarettes
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- E-cigarettes are used to quit smoking
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- Figure 28: Reasons for using E-cigarettes, October 2018
- Enjoyment is high in young vapers
- Social norm vs faux pas
Purchase of E-cigarettes
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- Refillable E-cigarettes are preferred
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- Figure 29: Purchase of types of E-cigarettes, by gender, October 2018
- Men are using disposables
- Men are engaged with the shopping experience
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- Figure 30: Places of purchase of E-cigarettes, by gender, October 2018
Quitting Smoking Status
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- More smokers are quitting
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- Figure 31: Intentions to quit smoking, October 2016 and October 2018
- More people quit in the last 12 months
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- Figure 32: Status of those who have already quit, October 2016 and October 2018
- E-cigarettes are popular with those trying to quit
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- Figure 33: Vaping status, by intentions to quit smoking, October 2018
Smoking Cessation Methods Used
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- E-cigarettes are the most popular smoking cessation method
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- Figure 34: Smoking cessation methods used, October 2018
- Use of NRT shows little change
Attitudes towards E-cigarettes
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- The desire for regulation
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- Figure 35: Attitudes towards E-cigarettes, October 2018
- Too many young people vape…or do they?
- Vaping as a gateway
- Vaping vs smoking
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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