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Table 1 Hypothesized impact of Zonnic®

From: Zonnic®: a new player in an old field

Market Level

NRT Industry

• More competitive NRT market

• Diversified NRT products

• Increased NRT availability

• New users, both for cessation and non-cessation purposes

Tobacco Industry

• Loss of cigarette customers

• Increase in dual cigarette-and-NRT consumers

• Product diversification for better risk management

• Improved public image of social responsibility

Individual Consumer

Non-smokers

• Reduced impact from tobacco powerwall marketing (higher awareness of the addictive nature of smoking, lower perception of smoking prevalence and social approval, etc.)

• Increased use of NRT for non-cessation purposes (recreational, weight loss)

Smokers

• Higher perceived smoking harms

• Higher perceived ease of quitting smoking

• Increased likelihood for quit attempt

• Increased preference for gradual reduction approach

• Changed perception on what counts as “cessation”

• Higher awareness and use of NRT products for cessation

• Increased dual use of NRT and cigarettes (e.g., for circumventing smoking restrictions)

• Higher brand loyalty to Reynolds and positive attitude toward tobacco industry