The consumer drive to quit smoking is being bolstered by the general rise in health-consciousness and the trend towards healthier lifestyles. According to GATS 2 (Global Adult Tobacco Survey), tobacco consumption amongst adults aged 15 years-old and above fell from 34.
The availability of electronic nicotine delivery systems (ENDS), such as e-cigarettes and vaping devices, has the potential to undermine demand for NRT smoking cessation aids. In recent years, more consumers have started transitioning towards vaping devices to quit cigarettes, as they are perceived to be less harmful than cigarettes but provide a similar experience, which is not the case with NRT smoking cessation aids.
NRT gum remained the most popular format in NRT smoking cessation aids, and the only one to register significant sales, at the end of the review period. The popularity of the format is founded on its relatively widespread distribution and affordable pricing.
Cipla remains the leading player in NRT smoking cessation aids thanks to its Nicotex gums’ high levels of consumer recognition and widespread distribution. The company is also looking to diversify its offer through the introduction of products in the newer patch and lozenge formats.
Growing numbers of companies are entering the lucrative NRT smoking cessation aids category. Amongst these, Glenmark Pharmaceuticals Ltd announced the launch of its NRT gum, Kwitx, in November 2017, while Bengaluru-based, Strides Consumer Pvt Ltd, announced the launch of new NRT brand, NIXIT, in February 2019.
As well as the growing number of private players entering the category, the Indian Government is also making an effort to develop a presence in NRT smoking cessation aids as part of its efforts to curb tobacco use in the country. Tobacco use is seen as a major impediment to economic development amongst low-income communities in India, leading to disease, lower productivity and heavy healthcare costs which drive families into debt and bankruptcy.
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This industry report originates from Passport, our Consumer Health market research database.