TNP Market Landscape: US Product Awareness, Perceptions & Use
Challenge
Major TNP manufacturer needed to continuously track the TNP landscape for competitive innovation and product positioning.
They needed insight into awareness and adoption of TNP categories across the risk continuum, profiling of poly/mono-use, perceived risk and reasons for use, and to size/identify the opportunity from consumers seeking alternatives to combustible products.
Approach
M/A/R/C® mapped the U.S tobacco and nicotine market landscape across multiple product categories, to gauge product awareness, perceptions (reasons to use, perceived risk) and use.
- Combustibles (Cigarettes, Cigars)
- Smokeless products (chew, snus, moist snuff)
- Oral Nicotine Pouches
- Dissolvables (gum, tablets, and lozenges)
- Over the past 3 years, surveyed a representative audience of 12,000 U.S. legal-age nicotine users
- Study conducted continuously and reported on a rolling quarterly basis.
- Sub-group analyses: Primary nicotine source, occasions of use, brand specific awareness & use and regional / demographic variation.
Outcome
- This ongoing study has already shown positive value for our client in enhanced understanding of consumers and the market at large.
- Product innovation and positioning strategies are continually updated to account for changes in the landscape for non-combustible products. These are designed to support consumers’ trial and adoption of the client’s current and future Reduced Risk Product (RRP) portfolio.