The negative image of smoking and its impact on health continued to spread among the public in Taiwan. To boost public health, Taiwan’s government started imposing a tax on tobacco and increased the tax rates in 2006, 2009, 2016 and 2017 driving up the price of cigarettes.
Due to the enforcement of the Tobacco Hazards Prevention Act, it has become more expensive and inconvenient to smoke in Taiwan. The smoking population continued to drop thus slowing the demand for NRT smoking cessation aids over the review period.
Johnson & Johnson Taiwan remains the leading company in NRT smoking cessation aids in Taiwan. However, the company is losing share as its main competitor GSK Consumer Healthcare continues investing in marketing and communicating with consumers.
Despite the fact that value sales of NRT smoking cessation aids have been on a downward trajectory since 2014, Nicotinell increases its share by offering value-added services to consumers. For example, it educates consumers on smoking-quitting tips and knowledge on its website, where consumers can also find detailed instructions on product usage in its videos.
As smoking prevalence continues to decline in Taiwan, there are fewer potential consumers for NRT smoking cessation aids every passing year. In addition, smokers who try to quit smoking are likely to choose subsidised NRT smoking cessation aids along with the doctor’s consultation provided by the National Health Insurance scheme.
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