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Sucking proves the most popular way to give up smoking, by Euromonitor International
Adults who want to give up smoking would rather suck than chew; a key fact helping lozenges to become the fastest growing category in the global smoking cessation aid market, according to a new report from Euromonitor International. The World Market for OTC Healthcare report, just published by Euromonitor International, identifies that sales of smoking cessation lozenges have increased by 28% in 2005 as smokers increasingly look for different ways to help in their fight to give up smoking. Market booms with innovative products Lozenges are just one of a flurry of product innovations in the smoking cessation aids market, with gum, transdermal patches, mouth sprays and pills all now available to smokers looking to kick their habit. These new products are driving growth in the Nicotine Replacement Therapy (NRT) market, according to Euromonitor's The World Market for OTC Healthcare report, with global sales reaching US$1,606 million in 2005. Lozenges are proving the most popular new product for two key reasons; firstly because adults prefer to suck rather than chew and secondly, because those looking to quit like the easy-to-use format of lozenges and their fast-acting nicotine effect. Leading manufacturers, such as GlaxoSmithKline, have also boosted interest in these products with heavy advertising campaigns. Exciting ranges induce consumers to try Euromonitor's The World Market for OTC Healthcare report also suggests that the increased range of product formats that are now available is encouraging consumers, particularly those who have been reluctant in the past, to try smoking cessation aids. NRT gums are being continuously launched in varying flavours and with more palatable coatings to invigorate consumer interest. Adrienne Crossley, Senior OTC Healthcare Manager at Euromonitor International, comments, “Novartis, in particular, is reaping the rewards of developing a better-tasting gum variant for its Nicotinell brand, which is now experiencing very healthy market growth." The future continues to be bright for NRT products It is not only innovation and better tasting products which are helping to drive growth in the NRT market. Anti-smoking and educational campaigns are also making a significant contribution, by raising consumer awareness of the dangers of smoking. As these campaigns continue to develop, Euromonitor International forecasts that the smoking cessation aids market will grow by 18% by 2010. Euromonitor's Adrienne Crossley comments, “Consumer knowledge and awareness of the dangers of smoking is only likely to gain momentum, and manufacturers will need to reinforce the message that NRT smoking cessation aids are the most effective way to give up.” More innovations on the horizon While the market is booming, manufacturers will not be resting on their laurels. Further innovations are already being developed, including products designed with specific flavours and packaging to target the female market, which has so far received little attention. A myriad of herbal products are being developed, from herbal tobacco to supplements and drops, in the drive to target reluctant smokers. GlaxoSmithKline has gone one step further by responding to consumer concerns of potential weight gain when they stop smoking. They have released NicabateCQ lozenges in Australia which claim to keep weight under control by only replacing some of the nicotine, and therefore maintaining its appetite-suppressing effects. Innovative and interactive support programmes are also likely to increasingly feature in manufacturers' support offerings giving them a key advantage in the market. For further detail about this article and other related findings, please visit Euromonitor International by clicking here.
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