Sales of smoking cessation products in the US are projected to increase 3% from 2011-12, reaching $1bn and they are expected to continue growth through 2017 reaching $1.2bn in sales, according to new research from Mintel.
Emily Krol, health and wellness analyst at Mintel, said: “As more Americans put out their cigarettes, the market for smoking cessation products is expected to grow, despite challenging economic circumstances. However, smoking cessation brands face certain challenges. A declining number of smokers, as well as increased smoking bans and taxes on cigarettes are shrinking the market of potential users. Growth opportunities for this market will be found in product innovation and line extensions.”
While most people know the dangers of smoking, the addiction to nicotine isn’t the only reason it’s hard to drop the habit, said Mintel. Sixty per cent of Americans who currently smoke or have previously quit, say “it’s hard to motivate myself to quit, because I enjoy it”; however, 60% say “health warnings about smoking scare me”. Nevertheless, nearly half (48%) feel strongly they would be able to quit smoking at any time.
Moreover, among those Americans who have previously quit or are interested in quitting, more than four in 10 (41%) say gaining weight is their biggest challenge to quitting smoking. Of those concerned with weight gain, 54% are women versus 31% men.
“To help with this challenge, smoking cessation brands can proactively provide healthy solutions and tips to help consumers feel more confident in their ability to quit smoking and keep their weight where they want it,” said Krol.
Of the anti-smoking products currently available, 41% of those interested in quitting say they are interested in trying OTC nicotine sprays, and 41% a prescription nicotine inhaler, reports MIntel. Forty percent would go for OTC nicotine replacement lozenges and 38% are interested in nicotine-free cigarettes.
Of non-nicotine replacement based methods, 35% are interested in trying hypnosis, 34% acupuncture and some 37% would be interested in individual therapy or a support group specific for smoking. And, in this day and age…there’s an app for that. Thirty per cent of people are willing to try a quit smoking app on their smart phone or tablet, report researchers.
While there is an endless supply of smoking cessation options already available ranging from patches to lozenges, it seems consumers have some ideas of their own for different formats to help curb the craving, said Mintel. Of those who have previously quit smoking or are interested in quitting, almost half (48%) would be interested in a nutrition bar or a drink that could help them quit smoking and 46% would like a lollipop with low amounts of nicotine.
When trying different products, it’s very important to 61% of Americans who have previously quit or are interested in quitting they aren’t left with a craving, and 59% say they don’t want it to be expensive, said researchers. Meanwhile, 56% say they want a product that’s easy to understand and 54% think it’s very important it doesn’t leave a bad taste in their mouth. When it comes to support systems, one in five (25%) say it’s very important to have an in-person support system or coach.