Despite the steady fall in the number of adult smokers, smoking prevalence continues to see a gradual increase in 2019. This has limited the potential for NRT smoking cessation aids.
The rising popularity of e-vapour products provides fierce competition to NRT smoking cessation aids. According to Imperial Tobacco Group, the leader in e-vapour products in tobacconists after the launch of the myblu brand in 2018, there was a strong increase in the number of vapers in 2019, with many others considering a move to e-vapour products.
Many smokers do look to NRT smoking cessation aids to quit or reduce their consumption of traditional tobacco products. While all other types of NRT smoking cessation aids are seeing retail volume sales declines, due to strong competition from e-vapour products and/or maturity, “other” NRT, which includes sprays, is registering strong volume and current value sales growth.
Johnson & Johnson dominates NRT smoking cessation aids in Italy. The player offers the Nicorette umbrella brand, which is present across the category.
The competitive landscape of NRT smoking cessation aids saw significant change towards the end of the review period. Firstly, GSK Consumer Healthcare withdrew Nicotinell from the market.
This category is mainly impacted by innovation, although no innovation was observed in 2018 or 2019. The latest innovation came from Johnson & Johnson’s Nicorette Quick, which created “other” NRT in Italy.
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This industry report originates from Passport, our Consumer Health market research database.