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Nicotine Survey 2021: Key Insights and System Overview

June 2021

For the first time in the modern history of the tobacco industry, the last decade has seen the emergence of a viable alternative to the cigarette, altering consumer preferences and use patterns. The Nicotine Survey offers insight into the pace and depth of this alteration, tracking consumer migration from traditional tobacco categories, such as cigarettes, into emerging product types, and gauges changing public attitudes.

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Key Findings

Changing Preferences

For the first time in the modern history of the tobacco industry, the last decade has seen the emergence of a viable alternative to the cigarette, altering consumer preferences and use patterns.

Evolving attitudes

The pace of change and the strength of the nicotine industry’s mid-to-long term prospects rest in part on the extent to which the public and regulators view (and treat) emerging products as having a reduced risk profile relative to existing combustible products.

Introduction

Background on the Nicotine Survey system

Nicotine Format Use Patterns

Measuring COVID-19 impact on consumption across formats
Increased time, stress and health concerns key drivers
Overall monthly nicotine use grew in 17 markets in 2021
Daily cigarette use continues to drop in most markets
E-vapour penetration plateaus in some markets
Heated tobacco incidence showing rapid growth
Pandemic has not reversed a trend to lower cigarette unit volumes

Format Relationships and Planned Consumption Changes

E-vapour/cigarette dual use drops in key markets
Heated tobacco dual use continues to expand
Correlation between future consumption plans and risk profile
Motivations for consumption amendments remain stable
Heated tobacco grows as potential replacement for cigarettes
Do the intentions of sole cigarette users diverge from dual users?
Barriers to uptake of alternative delivery formats begin to fragment

Public Perceptions and Attitudes

Public overwhelming believes tobacco use amplifies transmission
Perception of e-cigarettes improves amongst non-users
Poor perception of safety of heated tobacco amongst non-users
The public holds generally conservative views on regulation

Survey Detail

Nicotine Survey offers insight into significant industry topic areas
Unique features
Who we surveyed and what we asked
Country coverage: 20 markets surveyed
Yearly tracked data across three key topic areas
Data visualised through state-of-the-art dashboards
Range of research applications

About Our Research

Overview of Voice of the Consumer: Nicotine Survey
Nicotine Survey: FAQs

About Our research

Strategic analysis for greater insight
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