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The buoyant OTC smoking cessation market, currently worth almost £108 million a year, looks set to continue to grow during 2011.

This is good news ahead of the No Smoking Day national promotion on March 9, which will prompt customers to seek advice on stopping smoking.

Another boost in the months ahead could come from government policies outlined in the public health white paper, which has signalled that pharmacists are considered key players in promoting smoking cessation.

And product innovation and pharmacy education are driving growth in OTC smoking cessation sales. With regard to the former, products such as the Nicorette Invisipatch and NiQuitin Minis (see Market Insightand Brand Watch) are proving to be popular with quitters. Hopes are also high for Nicorette Quickmist, a fast-acting mouth spray due to be launched soon, according to Zul Mamon, director of retail operations and member services at support group Avicenna.

Boots has seen increasing sales of lozenges, inhalators and nasal sprays, a spokesperson says: “Our own-brand Boots Pharmaceuticals NicAssist is the most popular brand with our customers. Many of our customers like clear patches and the inhalator is popular with people who have trouble avoiding smoking when in social situations.”

Mr Mamon stresses that pharmacy education should not be underestimated: “In a recent Avicenna and McNeil trial, pharmacy education was shown to be the key success factor, with participating pharmacies doubling their market share from 9 per cent to 18 per cent across the category.”

Gavin Birchall, head of operations at the MedicX Pharmacy group, says smoking cessation is a real opportunity for pharmacists to make a significant impact on a high-profile national health issue. MedicX’s pharmacy teams have been working closely with commissioners to ensure they are playing as wide a role as possible in delivering smoking cessation services, both through retail sales of nicotine replacement products and counselling.

Where possible, they have been working to integrate their skills and services with wider NHS stop smoking teams and to seek innovative new strategies for delivering services. 

“Pharmacists should be actively communicating with the relevant people and promoting the services they can provide and proposing a service to commissioners if there isn’t one commissioned in their area,” Mr Birchall advises.

Numark communications manager Emma Charlesworth says there is plenty of scope in the pharmacy to actively promote smoking cessation products and services. 

“Many pharmacies still keep smoking cessation products on the back wall, primarily due to the high value of most of the lines,” she says. “Numark recommends that, where possible, all smoking cessation products should be merchandised on the GSL fixture; customers often prefer to self-select within this category and then approach the pharmacist or medicine counter assistant for advice.”

And No Smoking Day chief executive Dan Tickle advises pharmacists to make the most of the heightened public awareness around the national campaign next month: “This will be a brilliant opportunity for pharmacists to remind the public and local community that they are there to provide help and support to anyone thinking about stopping smoking.”

Market Insight: smoking cessation
First, a caveat: the smoking cessation market is complicated by the fact that the same products are sold on prescription as well as OTC, so analysis of the OTC market in isolation is only part of the picture. This is further complicated by the various NRT voucher schemes in operation.

The OTC market is growing – in fact, it’s one of the strongest OTC markets in terms of growth. However, from a prescription perspective the market slowed down in 2010.

In terms of brands in the OTC smoking cessation market, Nicorette is unchanged overall with NiQuitin and Nicotinell showing strong growth. But own label (which refers to grocery own-labels only and does not include Boots) is in fact showing the strongest growth in the category.

What we have seen in the OTC market is a long-term trend towards promotions, with less being paid per pack. The most recent data shows that unit sales have grown at the same rate as value sales and, given that own label is growing strongly and is usually lower priced, that would indicate that there is less of that promotion going on this year than previously.

In terms of formats, gum has the largest market share at around 40 per cent, but this is in slight decline – as are patches, which have around a quarter of market share. Lozenges, on the other hand, have been increasing their market share, at the expense of gum and patches, and now hold almost 23 per cent. So lozenges are driving the market this year, led by GSK’s NiQuitin Minis – which shows in the growth of the NiQuitin brand this year – and own label to a lesser extent.

Best-selling smoking cessation brands
1. Nicorette
2. NiQuitin
3. Nicotinell
4. Own label

Market changes 2009-10

Total market value
£107.6 million + 4.7%

Pharmacy
£55.6 million -2.5%

Grocery
£51.1 million + 9%

Source: SymphonyIRI Group value sales, 52 weeks to December 25, 2010. Data and analysis provided for C+D by Martin Wood, SymphonyIRI business unit director

Case studies

Co-operative Pharmacy, Broom Leys Road, Coalville, Leicester
Anoop Mistry

Branch manager Anoop Mistry set up a smoking cessation service six months ago in his Coalville pharmacy, which is currently achieving a quit success rate of over 60 per cent.

Up to 30 patients a month are signing up for the service, which is run in conjunction with the local PCT.

Two members of staff have been trained to provide smoking cessation alongside Mr Mistry. The service is promoted through Department of Health starter Quit Kits and leaflets provided by both the PCT and the Co-operative Pharmacy. 

News of the service’s success rate is now attracting new customers, and Mr Mistry has been talking to local GPs about how the service can be taken forward under GP commissioning.

“The service is not just important to the company, it is also about helping individual patients to improve their health and on a national level helping the NHS to achieve national targets,” Mr Mistry says. 

“When I look at the big picture it gives me great satisfaction.”

Chapel Lane Pharmacy, Farnborough
Mak Johal

Numark member Mak Johal has been running a successful smoking cessation service in his pharmacy for four years. A higher than usual number of staff have been trained to run the programme – two pharmacists, four technicians and two counter staff – so that customers are not left waiting around. The pharmacy has two consultation rooms.

Mr Johal has informed local GPs about the service and now receives 
a number of referrals from them. This suits people who find the pharmacy is more accessible. He is currently signing up around 10 new patients a week.

“Our ingredient for success is to offer a personal service and give people quality time,” Mr Johal says. “If you treat the person as an individual and ensure they get one-to-one attention it makes them feel important and that giving up smoking is important. That’s our ethos with all our services – that’s where we score.”

5 tips to boost your smoking cessation sales
1. Locate smoking cessation products near the pharmacy counter so that a member of the team is always available to answer questions and offer support.
2. Maintain a well-stocked display – various formats and strengths of products are designed for use by different types of smokers.
3. Ensure educational literature is available 
for smokers or their partners to take away.
4. Highlight the free smoking cessation services available in the pharmacy by placing appropriate signage at strategic points in 
the retail area, such as on the tooth whitening and breath freshener fixture 
in the dental section.
5. Listen carefully to customers and be open and non-judgmental – people can be sensitive about stopping smoking.

Product Watch

Clinomyn smokers’ toothpaste
Manufacturer: Lornamead
Classification: non-medicinal
For: Deep-cleaning to help remove stains on teeth caused by tobacco or nicotine (as well as coffee, wine and some foodstuffs)
Active ingredients: Fluoride; polynam polishing particles
What’s new? Clinomyn smokers’ toothpaste 
is approved by the British Dental Health Foundation
www.clinomyn.com
Tel: 01276 674000 
Format/pack size: 75ml tube
Pip code: 005-3868
RRP: £1.79

Nicorette Invisi 25mg patch
Manufacturer: McNeil Products
Classification: GSL
For: The relief and/or prevention of cravings and nicotine withdrawal symptoms associated with tobacco dependence. The product is indicated to aid smokers (including pregnant and lactating women) wishing to quit or reduce prior to quitting, to assist smokers who are unwilling or unable to smoke, and as a safer alternative to smoking for smokers and those around them
Active ingredients: Nicotine
Contraindications: Nicorette Invisi patches should not be administered to patients with known hypersensitivity to nicotine or any component of the patch 
www.nicorette.co.uk
Tel: 01344 864042
Format/pack size: 7-patch pack 
Pip code: 340-3094
RRP: £15.58

Brand Watch: NiQuitin
Sales of NiQuitin products, which include NiQuitin Clear patch, gum, lozenge and minis, grew by 10 per cent during 2010 to nearly £35 million (SymphonyIRI Group value sales, 52 weeks to December 25, 2010).  

NiQuitin Minis have driven category growth, says data analyst SymphonyIRI Group, and the Minis cherry-flavoured lozenges, launched in November, are the most recent addition to the product portfolio.

January saw the launch of the Future You TV advertising campaign that aims to help smokers visualise their goal of becoming smoke-free, and NiQuitin’s free online support programme, NiQuitin Quitmaster, provides a tailored toolkit of motivation and advice to help on the “quit journey”. A week’s free trial of NiQuitin 21mg patches formed part of the Department of Health‘s Quit Kit campaign. 

“Pharmacists play a crucial role in helping people to quit, providing invaluable advice and guidance,” says NiQuitin group brand manager Lizzie Champion. 

“NiQuitin supports pharmacists by providing educational and point of sale materials throughout the year.”

Tips for your CPD entry on smoking cessation

Reflect Do my patients get the most out of smoking cessation products?

Plan Review my and my staff’s knowledge and sales protocols.

Act Read this article, review available products and arrange training as necessary.

Evaluate Do my patients get better smoking cessation advice?

 

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In the past few weeks, you may have heard reports in the media about Department of Health (DH) sponsored “Quit Kits” for people wishing to stop smoking.

The Quit Kits will include various support materials and a voucher for a week’s free supply of NRT, and will be distributed from pharmacies in England. Having received the Quit Kit, the customer completes the voucher for NRT and returns it to DH – DH will then distribute one pack of NRT free of charge. An accompanying letter advises the smoker how to access further NRT.

The Quit Kits are supplied to pharmacies without charge. A poster and shelf wobblers are included to increase awareness of Quit Kits. There is a national advertising campaign promoting Quit Kits, and pharmacies that sign up to the initiative will be entered onto a national database to help smokers discover where they can obtain the kit.

To order Quit Kits for your pharmacy call 0800 678 3173. We understand that only limited stocks are available. Further details of the scheme are available on the NPA website.

The initial distribution of the Quit Kits was allocated by DH to selected pharmacy chains. NPA lobbied the DH demanding that all pharmacies should be given an equal opportunity to take part in this initiative. We are pleased that the availability has now been extended. The NPA will continue to monitor this programme, and we will call for a new allocation of Quit Kits, should demand outstrip the currently available stock.

The annual Propharm Group Christmas Charity function
has now been confirmed. Join us on Saturday December 4^th
at the Sheraton Skyline Hotel. 

View the eventlist for more details

Tickets are on sale now