In keeping with the mixed results witnessed over 2018-2019, NRT smoking cessation aids is expected to record a slight decline in volume sales over the forecast period, while current value sales growth is projected to be relatively modest. The category’s prospects will continue to be limited by the declining trend in Canada’s smoking population.
Canadians attempting to quit smoking can avail of a range of supports from the federal and provincial government departments. For instance, the BC Smoking Cessation Programme subsidises some of the cost of Rx and OTC NRT products for British Columbia residents seeking to kick the habit.
Another trend that could pose a significant challenge for NRT smoking cessation aids over the forecast period and beyond is the growing popularity of vaping in Canada. Smokers are increasingly turning to vaping devices as a means of quitting tobacco, and manufacturers are actively positioning these products as smoking cessation aids.
McNeil Consumer Healthcare continued to dominate NRT smoking cessation aids in value terms in 2019. The company’s broad portfolio covers all product categories and offers the well-established and widely distributed brands Nicorette, Nicoderm and Quick Mist.
Though penetration remained relatively low, private label products continued to perform well in NRT smoking cessation aids in 2019. Available in gum, lozenges and patches formats, private label lines such as Life by Shoppers Drug Mart, Personelle by Jean Coutu and Exact by Loblaw Cos More are prominently displayed alongside leading brands on shelves, but have a more competitive price positioning.
Brands such as Nicorette and Thrive (GSK Consumer Healthcare) offer smoking cessation support via their official websites. For example, in addition to advice and tips on how to quit, the Nicorette website provides specific details and contact information for product reimbursement schemes that are available from provincial health authorities.
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This industry report originates from Passport, our Consumer Health market research database.