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 |