4.8×
Demand multiplier
Jan 1-15 vs baseline
The N07BA nicotine-replacement category that powers Quit Watch™. Patches, gum, lozenges, sprays, inhalators — the OTC arsenal consumers reach for during the New Year resolution wave (Jan 1 = biggest single-day NRT spike of the year) and the UK Stoptober campaign (October). Haleon-dominant after the GSK Consumer Health spin-out absorbed both NiQuitin and Nicotinell; Kenvue's Nicorette is the remaining independent.
Per-market tier breakdown using your proprietary OTC1–OTC4 taxonomy. Numbers below are placeholders — fill from /labs/mpif/doctrine.
⚠ Placeholders to be replaced with your proprietary AFC + OTC1-OTC4 numbers · waiting on MPIF doctrine v1 ratification.
All OTC NRT is nicotine in different delivery vehicles. The format split matters commercially: patches dominate revenue (long-acting), gum dominates volume (impulse purchase). Sprays and inhalators are growing rapidly. Varenicline and bupropion are Rx-only in all 3 markets.
⚠ Share figures are estimated from public IQVIA category notes · to be calibrated with NielsenIQ panel in Phase 3 (2028).
Two narrow peaks · ~10 weeks of category activity per year. Outside those windows, baseline NRT demand is modest and stable. Stoptober (UK only) is the second peak; January 1 is global.
Haleon (formed from GSK Consumer Health spin-out) absorbed both NiQuitin and Nicotinell. One master conversation with their cessation team covers two brands across all 3 markets. Kenvue's Nicorette is the remaining single-brand player and is positioned as the alternate.