New research from Mintel has revealed that the smoking cessation market in the UK is predicted to fall by an estimated 4% to £130 million, down from £136 million in 2013.
In comparison, the e-cigarette market is estimated to have grown by 4% in 2014, reaching an estimated £201 million, up from £193 million in 2013.
‘Driven by a lack of innovation as well as the rise in availability of e-cigarettes, the smoking cessation market is expected to struggle in upcoming years,’ Roshida Khanom, senior personal care analyst at Mintel, said.
‘Changing legislations, which will see e-cigarette brands offering nicotine above 20mg/ml classified as medicinal, will see nicotine replacement therapy methods directly competing against e-cigarettes, which will likely hamper the market further.’
Users are in agreement over the merits of using e-cigarettes to kick the habit of smoking.
Over four in five (82%) e-cigarette users say that using the device is a good way to cut down on smoking and 78% agree using the device is a good way to quit.
Today, a third (33%) of UK consumers say they regularly smoke cigarettes, with 40% of this group also vaping.
In addition 13% who used to smoke say they now vape (two-thirds (67%) of people in the UK have never vaped).
‘Despite concerns that vaping could be a gateway to smoking, our research shows that non-smokers do not vape,’ Roshida continued.
‘Vaping has become a lifestyle choice, whether by choice due to health or money-saving benefits, or from long-term use as a smoking cessation method.
‘Changing legislation will help consumers understand how to use it as a smoking cessation method, which may impact long-term usage.’
Users of e-cigarettes find it is less of a short-term fix than a long-term endeavour.
Of those who used e-cigarettes to quit smoking, just a third (33%) say they used them for 0-three months, whilst almost a quarter (23%) said they used them for seven-12 months and one in 10 (11%) say they used them for more than 12 months.
What is more, half (50%) of those who have used e-cigarettes to quit smoking said they used the device continuously compared to 50% who used them off and on.