No More Cigarettes and Dessert?

Nielsen: Resolute Consumers to Buy More Than $61 Million in Anti-Smoking Aids, More Than $46 Million in Nutritional Diet Aids in January

Nielsen Reveals Top U.S. Markets for Anti-Smoking and Nutritional Diet Aids Sales

Schaumburg, IL.-As revelers smoke their last cigarettes and overindulge in their last holiday meal this New Year’s Eve, retailers will be gearing up to sell more anti-smoking and diet aids in January than at any other point in the year. According to The Nielsen Company, U.S. consumers are expected to purchase more than $61 million in anti-smoking and smoking alternative products1 and more than $46 million in nutritional diet aids2 in January.

“As New Year’s Eve marks the end of the holiday party season, shoppers take their resolutions straight to the stores,” said Todd Hale, senior vice president of Consumer & Shopping Insights, Nielsen Consumer Panel Services. “After weeks of enjoying lavish buffets and the vices that accompany them, consumers are looking for help to quit smoking and to lose those extra holiday pounds, propelling sales of those products straight to the top.”

Anti-smoking and smoking alternative products generated 8.7 percent of annual dollar sales in January last year, an above average share, while complete nutritional diet aids generated 9.9 percent of their annual dollar sales during the same period. In both product categories, January ranks number one in annual dollar sales for the entire year, with sales of nutritional diet aids expected to jump more than 91 percent compared to the previous 4 week period. The week of January 13 shows the highest dollar sales ranking for the month in both categories, suggesting that shoppers give themselves a few extra days before getting serious with their resolutions.

Resolutions Short-Lived?

While consumers show strong commitment to New Year’s resolutions with top sales for anti-smoking and nutritional diet aid products in January, Nielsen’s data suggests a waning in consumers’ dedication by month’s end. Anti-smoking products declined steadily from more than $61 million in sales in January to $49 million in September. After a high at nearly $47 million in January, sales of nutritional diet aids dropped more than 14 percent to $40 million in February.

Quitting for Good This Time?

Nielsen’s analysis of supermarket sales in 52 U.S. markets shows that Denver residents were the most serious about getting help to quit smoking, with consumers in that market buying 281 percent more over-the-counter anti-smoking products than would be expected for a market of its size, followed by Portland (OR) and Cincinnati.

The Diet Begins Today!

In a separate supermarket sales analysis, Nielsen finds that Seattle residents are most likely to seek out nutritional diet aids in their weight loss goals, buying 69 percent more than would be expected for a market of its size. Portland (OR) and Cincinnati again take the number two and number three spots, perhaps suggesting that residents in these markets are committed to following through on both resolutions.

“While supermarkets, drug stores and mass merchandisers are packed with holiday shoppers in December, our data shows that there’s no rest for the retailers in January,” said Hale. “The difference is that consumers are no longer searching for holiday gifts and ingredients for holiday fests, but rather, they’re buying record amounts of products promising relief from those same overindulgences. Manufacturers of anti-smoking products and nutritional diet aids should brace themselves for a banner month.”

About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit,www.nielsen.com.

1A The four week period ending January 27, 2007 showed total sales of $61.6 million for anti-smoking and smoking alternative products in U.S. food, drug and mass merchandiser stores, including Wal-Mart. Anti-smoking and smoking alternative products include over-the-counter products such as anti-smoking tablets, caplets, gum, replacement filters, anti-smoking kits, smoking alternative spray or inhaler.

2The four week period ending January 27, 2007 showed total sales of $46.9 million for complete nutritional diet aids in U.S. food, drug and mass merchandiser stores, including Wal-Mart. Complete nutritional diet aids includes all diet items intended to replace normal meals.