New market study, "NRT Smoking Cessation Aids in Italy", has been published

Although the popularity of e-cigarettes is declining in Italy, NRT smoking cessation aids still faced competition from these alternatives to smoking in 2015. According to Osservatorio Fumo, Alcol e Droga and industry sources, the proportion of Italian e-cigarette users declined from 4.1% in 2013 to 1.6% in 2014, falling to 255,000. In 2015, the numbers of e-cigarette users was also negatively affected by the imposition of new taxes affecting e-cigarettes in January 2015, which taxed each 10ml dose of e-liquids at the rate of €3.33 plus VAT. Moreover, in 2015, the category faced growing competition from prescription medicines such as Chantix as many Italians sought long-term options to help them stop smoking.

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Competitive Landscape

The competitive landscape is highly concentrated in NRT smoking cessation aids in Italy, with the three top companies combined accounting for 99% of total value sales in the category at the end of the review period. Carlo Erba continued to lead the category in 2015, thanks to the popularity of its Nicorette brand portfolio, accounting for 64% of value sales in 2015. Nicorette is available in several categories including NRT gum, NRT inhalators and NRT patches, although the brand has been losing value share in recent years as it has been negatively influenced by the general sales declines in the categories in which it is present. Carlo Erba was followed by GlaxoSmithKline, which accounted for 32% of value sales in 2015 thanks to its Niquitin CQ brand. This brand is the leading name within the profitable category of NRT lozenges under the name Niquitin CQ Mini and it is also available in NRT patches.

Industry Prospects

NRT smoking cessation aids is expected to continue recording negative growth rates over the forecast period. Although it is likely that more Italians will attempt to quit smoking over the next five years, with more consumers looking for alternatives to smoking, the category of OTC NRT smoking cessation aids is likely to face increasing competition from long-term solutions to smoking such as prescription medicines. Moreover, e-cigarettes are set to regain popularity over the forecast period thanks to the innovation that is expected to emerge in this area. Although e-cigarettes recorded a solid unit price increase in 2015 as a consequence of the imposition of new taxes, demand for these products is set to benefit from the launch of new types of e-cigarettes such as IQos by Philip Morris, which vaporises tobacco, and the availability of a wider range of flavours.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the NRT Smoking Cessation Aids industry in Italy with research from Euromonitor's team of in-country analysts.

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