The smoking control market is dominated by a few key players, Pfizer, GlaxoSmithKline and Novartis.
- Nicorette is the number one smoking control brand owned by Pfizer. Nicorette pioneered the smoking control category with the first launch in 1978. Pfizer initially sold Nicorette as a prescription only drug. The brand is marketed by GlaxoSmithKline in the US and by Pfizer in the rest of the world. Pfizer has innovated extensively; Nicorette now has the broadest range of product formats available.
- Niquitin/Nicoderm is the number two smoking control brand and is owned by GlaxoSmithKline. They have launched a number of new innovations and are committed to high levels of advertising and promotional spending that indicate a strong, long-term commitment to the category.
- Nicotinell is the number three smoking control brand in the world, owned by Novartis. Nicotinell is currently unavailable in the US. The level of innovation has been relatively low and more focused around gum taste improvements.