The rise in popularity of E-cigarettes
has hampered growth in the value of the smoking cessation market, which saw
modest growth of less than 2% in 2013. Although E-cigarettes are largely
marketed as an alternative to smoking, smokers have been using them to cut
down or quit smoking. Changes in legislation, coming into effect in 2016, will
see E-cigarettes classified as medicines. This will result in their
availability on prescription for the first time, which may hamper the market.
Additionally, with the level of nicotine in E-cigarettes also restricted, the
usage experience for smokers is likely to change, and may result in low usage
satisfaction.
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Full Report With TOC:
Table of Content
Introduction
Definitions
Abbreviations
Executive Summary
The market
Figure 1: Best-
and worst-case forecast of UK retail value sales of smoking cessation
products, 2008-18
Market factors
Companies, brands
and innovation
Figure 2: Brand
shares in UK value sales of smoking cessation methods, year to November 2013
The consumer
Figure 3: Smoking
status, October 2013
Figure 4:
Motivations to quit smoking, October 2013
Figure 5:
Attitudes towards E-cigarettes, October 2013
What we think
Issues in the
Market
How have
E-cigarettes impacted the smoking cessation market?
What are the most
successful smoking cessation methods?
Are E-cigarettes
helping people quit smoking?
How will the
reclassification of E-cigarettes in 2016 impact the market?
Trend Application
Trend: Help Me
Help Myself
Trend: Prove It
Mintel Futures:
Generation Next
Market Drivers
Key points
Decline in the
prevalence of smoking
Figure 6:
Prevalence of cigarette smoking among adults in England, by age and gender,
1998-2010
Deaths related to
smoking
Figure 7:
Estimated percentage of deaths attributable to smoking in England, by cause
among adults aged 35 and over, by gender, 2011
Figure 8: Lung
cancer incidence and mortality rates, England, by gender, 1971-2011
Success of NHS
Stop Smoking services
Figure 9: Success
of NHS Stop Smoking services, England, 2002/03 and 2012/13
Divided opinions
on E-cigarettes
Rise in youngest
demographics could encourage people to kick the habit
Figure 10: Trends
in the age structure of the UK population, by gender, 2008-18
Opportunities in
less affluent socio-economic groups
Figure 11:
Forecast adult population trends, by socio-economic group, 2008-18
Who’s Innovating?
Key points
Brands consolidate
product ranges
Figure 12:
Examples of NRT launches in 2013
Own-label NRT
products
Figure 13:
Own-label NRT products, 2012
Tobacco
manufacturers launching E-cigarettes
Market Size and
Forecast
Key points
Growth of
E-cigarettes hinders smoking cessation market in 2013
Figure 14: UK
retail value sales of smoking cessation products, 2008-18
Small growth
predicted for smoking cessation market
Figure 15: Best-
and worst-case forecast of UK retail value sales of smoking cessation
products, 2008-18
Forecast
methodology
Market Share
Key points
Own-label rises in
popularity
Figure 16: Brand
shares in UK value sales of smoking cessation methods, year to November 2013
Products which
require activity show greatest market share
Figure 17: Brand
shares in UK value sales of smoking cessation methods, years to November 2012
and November 2013
Companies and
Products
Johnson &
Johnson
GlaxoSmithKline
Novartis
Gamucci
Brand
Communication and Promotion
Key points
Rise in advertising
spend in the category
Figure 18: Main
media advertising expenditure on smoking cessation and E-cigarettes, by media
type (excluding advertising for NHS Stop Smoking services), 2009-13
E-cigarettes are
fuelling advertising spend
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