Now, with increased discretionary dollars flowing from health-conscious consumers, Pfizer could materially benefit from quitters.

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What's ironic is that the product works much like a nicotine replacement for quitters.

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This was despite recent quitters typically gaining 5-10lb over a period of four years, and long-term quitters 1-2lb.

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Snus users tend to be quitters or banned-at-work smokers who need a fix, but don't like wearing patches or chewing GlaxoSmithKline's Nicorette.

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Recent quitters who had stopped smoking for up to four years experienced almost the same benefit with a 53% lower relative risk.

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Quitters in the 45 to 54 range: six extra years.

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Brand awareness is a critical part of selling a new drug and Pfizer has been spending more on marketing in the last year to get potential quitters interested in Chantix.

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Adding what amounts to a ban on e-cigarettes will tie the hands of millions of EU smokers desperate to quit, and force a like amount of successful quitters back on to lethal addictive cigarettes.

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We're not a nation of quitters.

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We are not quitters.

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