NRT smoking cessation aids continued to generate positive sales growth in 2019 as the health and wellness trend continued to encourage more Danish smokers to quit smoking. Apart from the obvious health benefits of quitting tobacco use, the other major reason behind the desire to quit smoking among Danish consumers is that smoking is becoming increasingly socially unacceptable.
Vapour products have not become as popular in Denmark as in many other European countries and this means that they present less competition to NRT smoking cessation aids. In some countries, vapour products are widely considered to be an ideal way to smoking by helping people to wean themselves off nicotine.
One major reason behind the strong popularity of NRT smoking cessation aids in Denmark is that these products are widely available in many grocery retailers and online as well as in chemists/pharmacies. This makes it relatively easy for smokers to access these products.
NRT smoking cessation aids in Denmark is effectively a duopoly, with the category’s two leading players McNeil Denmark and GSK Consumer Healthcare combined accounting for almost all sales in 2019 with their respective brands Nicorette and Nicotinell. Local player Orifarm Generics is the only other player present in the category with its relatively cheap brand Nicovel.
The fact that the two leading brands in NRT smoking cessation aids, Nicorette and Nicotinell, account for the vast majority of category sales means that neither of these players have much incentive to innovate or launch new products. Indeed, recent years have seen McNeil Denmark and GSK Consumer Healthcare happy to maintain the status quo and this means that the category saw very little change and scant new product development during the review period, as well as in 2019.
Although the recommended usage period for NRT smoking cessation aids is only 3-6 months, it is common in Denmark for consumers to continue using these products for up to one year as they attempt to get up smoking. Although this is not ideal in terms of the reaching of guidelines having potential for harmful side effects, it is positive for category sales as it means that consumers are using 2-4 times the volume of NRT smoking cessation aids as consumers in many other countries who stick to the clinical guidelines.
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This industry report originates from Passport, our Consumer Health market research database.