LIST OF CONTENTS AND TABLES

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2 LIST OF CONTENTS AND TABLES Cigarettes in Israel - Category analysis... 1 Headlines... 1 Trends... 1 Competitive Landscape... 3 New Product Developments... 4 Summary 1 Cigarettes - New Product Launches... 4 Distribution... 4 Prospects... 5 Sector Background... 6 Cigarettes: Price Bands... 6 Summary 2 Cigarette Price Band Definitions... 6 Cigarettes: Menthol/standard... 7 Cigarettes: Filter/non-filter... 7 Cigarettes: Carbon/standard Filter... 7 Cigarettes: Filter Length... 7 Cigarettes: Slims/superslims Vs Regular... 8 Cigarettes: Pack Size... 8 Cigarettes: Pack Type... 8 Category Data... 8 Table 1 Sales of Cigarettes by Tar Level: Volume Table 2 Sales of Cigarettes by Tar Level: Value Table 3 Sales of Cigarettes by Tar Level: % Volume Growth Table 4 Sales of Cigarettes by Tar Level: % Value Growth Table 5 Sales of Cigarettes by Price Band: % Volume Breakdown Table 6 Sales of Cigarettes by Standard/Menthol: % Volume Breakdown Table 7 Sales of Cigarettes by Tobacco Type: % Volume Breakdown Table 8 Sales of Cigarettes by Filter Vs Non-filter: % Volume Breakdown Table 9 Sales of Filter Cigarettes by Carbon Vs Non-carbon: % Volume Breakdown Table 10 Sales of Cigarettes by Length: % Volume Breakdown Table 11 Sales of Cigarettes by Regular/Slim: % Volume Breakdown Table 12 Sales of Cigarettes by Pack Size: % Volume Breakdown Table 13 Sales of Cigarettes by Pack Type: % Volume Breakdown Table 14 Cigarettes Company Shares Table 15 Cigarettes Brand Shares Table 16 Sales of Cigarettes by Distribution Format: % Analysis Table 17 Cigarettes: Production, Imports and Exports: Total Volume Table 18 Forecast Sales of Cigarettes by Tar Level: Volume Table 19 Forecast Sales of Cigarettes by Tar Level: Value Table 20 Forecast Sales of Cigarettes by Tar Level: % Volume Growth

3 Table 21 Forecast Sales of Cigarettes by Tar Level: % Value Growth Table 22 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown Table 23 Forecast Sales of Cigarettes by Standard/Menthol: % Volume Breakdown Table 24 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown Table 25 Forecast Sales of Cigarettes by Filter Vs Non-filter: % Volume Breakdown Table 26 Forecast Sales of Filter Cigarettes by Carbon Vs Non-carbon: % Volume Breakdown Table 27 Forecast Sales of Cigarettes by Length: % Volume Breakdown Table 28 Forecast Sales of Cigarettes by Regular/Slim: % Volume Breakdown Table 29 Forecast Sales of Cigarettes by Pack Size: % Volume Breakdown Table 30 Forecast Sales of Cigarettes by Pack Type: % Volume Breakdown Cigarettes in Israel - Company Profiles Devidas Group Ltd in Tobacco (israel) Strategic Direction Key Facts Summary 3 Devidas Group Ltd: Key Facts Company Background Production Competitive Positioning Summary 4 Devidas Group Ltd: Competitive Position Dubek Ltd in Tobacco (israel) Strategic Direction Key Facts Summary 5 Dubek Ltd: Key Facts Company Background Production Summary 6 Dubek Ltd: Production Statistics Competitive Positioning Summary 7 Dubek Ltd: Competitive Position Globrands Ltd in Tobacco (israel) Strategic Direction Key Facts Summary 8 Globrands Ltd: Key Facts Company Background Production Competitive Positioning Summary 9 Globrands Ltd: Competitive Position

4 Tobacco in Israel - Industry Overview Executive Summary Tobacco Witnesses Strong Retail Value Sales Growth in New Legislation Increases Cigarette Taxation in Local Manufacturer Dubek Witnesses the Largest Decline in Retail Volume Sales Share in Vending Machines Are Expected To Slowly Disappear From Tobacco in Israeli Retail Value Sales Are Expected To See Positive Growth Over the Forecast Period Operating Environment Legislative Overview/ Fctc Ratification Summary 10 Legislation Summary at a Glance Minimum Legal Smoking Age Smoking Prevalence Table 31 Smoking Prevalence in Adult Population Table 32 Number of Smokers by Gender Tar Levels Health Warnings Advertising & Sponsorship Point-of-sale Display Bans Smoking in Public Places Electronic Cigarettes Litigation Death by Cause Table 33 Death by Cause Taxation and Pricing Duty Paid Packet Marks Taxation Rates Table 34 Taxation and Duty Levies Average Cigarette Pack Price Breakdown Table 35 Average Cigarette Pack Price Breakdown: Brand Examples Production/imports/exports Table 36 Production/Imports/Exports Illicit Trade in Cigarettes Market Indicators Table 37 Illicit Trade Estimate of Cigarettes by Volume Market Data Table 38 Sales of Tobacco by Category: Volume Table 39 Sales of Tobacco by Category: Value Table 40 Sales of Tobacco by Category: % Volume Growth Table 41 Sales of Tobacco by Category: % Value Growth Table 42 Forecast Sales of Tobacco by Category: Volume Table 43 Forecast Sales of Tobacco by Category: Value Table 44 Forecast Sales of Tobacco by Category: % Volume Growth Table 45 Forecast Sales of Tobacco by Category: % Value Growth Definitions... 39

5 Summary 11 Research Sources... 39

6 CIGARETTES IN ISRAEL - CATEGORY ANALYSIS HEADLINES Cigarettes sees a marginal decline in retail volume sales to 7.8 billion sticks in 2010 In July 2010, new taxation raises the unit price of cigarettes by NIS2 per 20 pack, which results in increased demand for mid-priced cigarettes High tar cigarettes sees a retail volume sales decline of 6% in 2010 Philip Morris remains the leading player in 2010, in accounting for a retail volume sales share of 54% Retail volume sales are expected to see a negative CAGR of 1% over the forecast period to 7.5 billion sticks in 2015 TRENDS In July 2010, the Israeli government introduced another drastic change to taxation law, which increased the average unit price of cigarettes in Israel by NIS2 per pack of 20. This had a strong impact on the dynamics of cigarettes in Israel. The tax increase served to raise the price of all cigarettes in Israel by around NIS2 per 20-pack, which made cheaper economy brands less attractive, as they became more expensive in percentage terms. On the other hand, premium and super premium brands also witnessed negative impacts, as their unit price became extremely high and unattractive, which resulted in some consumers trading down to cheaper alternatives. This created an opportunity for standard mid-priced brands to attract consumers from economy, premium and super premium brands. Players realised this potential and the unit price of leading mid-priced brands was lowered slightly. This made already popular, imported mid-priced cigarettes more appealing to consumers and intensified competition for both economy and premium brands. For example, Pall Mall witnessed strong growth of 90% from July 2010, due to the brand only increasing from NIS15 to NIS16, rather than NIS17, per 20-pack following the introduction of the tax changes. Philip Morris implemented a similar strategy for its Next brand and likewise saw a strong increase in demand. Mid-priced brands were the main beneficiaries of the tax changes introduced in 2010, as leading imported mid-priced brands, such as Pall Mall, Next and Winston, represented a good quality and less expensive alternative to more expensive premium cigarettes. As a result, midpriced cigarettes saw a three percentage point gain in retail volume sales share to 33% in Price continued to play an important role in the consumer purchasing decision as regards cigarettes in NIS20 is seen by many consumers as the upper limit that they will pay for a pack of 20 cigarettes, with brands priced above that level tending to lose appeal. For example, a 20-pack of Camel cost NIS20 before the tax reforms introduced in July 2010 and saw strong performance. However, after July 2010, the brand increased in price to NIS22, which resulted in consumers migrating to other brands. Slims saw a further marginal gain in retail volume sales share to 3% in Up until 2010, slims were priced higher than regular cigarettes, however, as a result of the tax reform the

7 price of slims was reduced to the general price of the mother brand. The vast majority of the slim cigarettes available in Israel in 2010 were superslims. In addition, the growing popularity of superslim cigarettes contributed to the migration towards lower tar cigarettes. Within Israel the vast majority of popular imported brands are light, excluding Winston and Marlboro, both of which are strong high tar cigarettes. In general, over the review period, a consumer migration away from high tar cigarettes towards mid and low tar cigarettes was seen. Ci tt l ti l t l t il l l f i 2010 it li f l

8 COMPETITIVE LANDSCAPE

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10 PROSPECTS

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12 Cigarettes: Menthol/standard Cigarettes: Filter/non-filter Cigarettes: Carbon/standard Filter Cigarettes: Filter Length

13 Cigarettes: Slims/superslims Vs Regular Cigarettes: Pack Size Cigarettes: Pack Type CATEGORY DATA Table 1 Sales of Cigarettes by Tar Level: Volume million sticks High Tar Cigarettes Mid Tar Cigarettes

14 Low Tar Cigarettes Ultra Low Tar Cigarettes Cigarettes Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 2 Sales of Cigarettes by Tar Level: Value NIS million High Tar Cigarettes Mid Tar Cigarettes Low Tar Cigarettes Ultra Low Tar Cigarettes Cigarettes Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 3 Sales of Cigarettes by Tar Level: % Volume Growth % volume growth High Tar Cigarettes Mid Tar Cigarettes Low Tar Cigarettes Ultra Low Tar Cigarettes Cigarettes 2009/ CAGR 2005/10 Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 4 Sales of Cigarettes by Tar Level: % Value Growth % current value growth High Tar Cigarettes Mid Tar Cigarettes Low Tar Cigarettes Ultra Low Tar Cigarettes Cigarettes 2009/ CAGR 2005/10 Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 5 Sales of Cigarettes by Price Band: % Volume Breakdown % retail volume Mid-Priced Premium Economy

15 Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 6 Sales of Cigarettes by Standard/Menthol: % Volume Breakdown % retail volume Menthol Standard Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 7 Sales of Cigarettes by Tobacco Type: % Volume Breakdown % retail volume American Blend Virginia Other Blend Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 8 Sales of Cigarettes by Filter Vs Non-filter: % Volume Breakdown % retail volume Filtered Unfiltered Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 9 % retail volume Sales of Filter Cigarettes by Carbon Vs Non-carbon: % Volume Breakdown Carbon Filter Non-Carbon Filter Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 10 Sales of Cigarettes by Length: % Volume Breakdown

16 % retail volume King Size/Regular Superking/Long Short Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 11 Sales of Cigarettes by Regular/Slim: % Volume Breakdown % retail volume Slim/Superslim Regular Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 12 Sales of Cigarettes by Pack Size: % Volume Breakdown % retail volume s 25s 30s 40s Other Packsizes Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 13 Sales of Cigarettes by Pack Type: % Volume Breakdown % retail volume Flip-Top (Folding Cartons) Soft Pack (Paper-based) Other Pack Types Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 14 Cigarettes Company Shares % retail volume Company

17 Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 15 Cigarettes Brand Shares % retail volume Brand Company Total

18 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 16 Sales of Cigarettes by Distr bution Format: % Analysis % retail volume Store-Based Retailing - Grocery Retailers - - Supermarkets/ Hypermarkets - - Discounters - - Small Grocery Retailers Convenience Stores Independent Small Grocers Forecourt Retailers - - Food/drink/tobacco specialists Food/drink specialists Tobacco specialists - - Other Grocery Retailers Newsagenttobacconists/kiosks Street vendors - Non-Grocery Retailers - - Department Stores - - Parapharmacies/ Drugstores - - Other Non-Grocery Retailers Non-Store Retailing - Vending - Internet Retailing Non-retail channels - Bar-tobacconists - Hotels/restaurants/bars Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 17 Cigarettes: Production, Imports and Exports: Total Volume Million sticks Cigarettes Imports Cigarettes Production Cigarettes Exports Note: GTIS, Official statistics, trade associations, trade press, trade interviews - indicates data not available

19 Table 18 Forecast Sales of Cigarettes by Tar Level: Volume million sticks High Tar Cigarettes Mid Tar Cigarettes Low Tar Cigarettes Ultra Low Tar Cigarettes Cigarettes Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 19 Forecast Sales of Cigarettes by Tar Level: Value NIS million High Tar Cigarettes Mid Tar Cigarettes Low Tar Cigarettes Ultra Low Tar Cigarettes Cigarettes Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 20 Forecast Sales of Cigarettes by Tar Level: % Volume Growth % volume growth High Tar Cigarettes Mid Tar Cigarettes Low Tar Cigarettes Ultra Low Tar Cigarettes Cigarettes 2014/ CAGR 2010/15 Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 21 Forecast Sales of Cigarettes by Tar Level: % Value Growth % constant value growth High Tar Cigarettes Mid Tar Cigarettes Low Tar Cigarettes Ultra Low Tar Cigarettes Cigarettes CAGR 2010/15 TOTAL Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 22 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown

20 % retail volume Mid-Priced Premium Economy Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 23 % retail volume Forecast Sales of Cigarettes by Standard/Menthol: % Volume Breakdown Menthol Standard Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 24 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown % retail volume American Blend Virginia Other Blend Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 25 % retail volume Forecast Sales of Cigarettes by Filter Vs Non-filter: % Volume Breakdown Filtered Unfiltered Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 26 % retail volume Forecast Sales of Filter Cigarettes by Carbon Vs Non-carbon: % Volume Breakdown

21 Carbon Filter Non-Carbon Filter Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 27 Forecast Sales of Cigarettes by Length: % Volume Breakdown % retail volume King Size/Regular Superking/Long Short Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 28 Forecast Sales of Cigarettes by Regular/Slim: % Volume Breakdown % retail volume Slim/Superslim Regular Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 29 Forecast Sales of Cigarettes by Pack Size: % Volume Breakdown % retail volume s 25s 30s 40s Other Packsizes Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 30 Forecast Sales of Cigarettes by Pack Type: % Volume Breakdown % retail volume Flip-Top (Folding Cartons) Soft Pack (Paper-based)

22 Other Pack Types Total Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

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28 Euromonitor International from company reports, company research, trade press, trade sources, trade interviews

29 TOBACCO IN ISRAEL - INDUSTRY OVERVIEW EXECUTIVE SUMMARY Tobacco Witnesses Strong Retail Value Sales Growth in 2010 Tobacco in Israel witnessed healthy retail value sales growth in This was largely due to two main reasons, namely the stable growth of smokers in 2010 with insignificant decreases in the number of existing smokers, alongside a significant increase in the tax on cigarettes, which served to increase unit prices dramatically. As cigarettes remained the largest tobacco category, significant unit price increases, coupled with stagnant retail volume sales growth, helped drive the development of tobacco as a whole in New Legislation Increases Cigarette Taxation in 2010 Tobacco products remained subject to high taxation rates in Israel in In July 2010, the tax on cigarettes was raised once again, following the previous tax hike in April In July 2010, the tax on cigarettes included an ad valorem excise duty of 260.6% on the price to retail, which means that for every NIS1for the importer out of the price to retail, an excise tax of NIS2.606 is charged. This ad valorem tax is in addition to the fixed tax of NIS214.5 per 1,000 sticks (NIS4.29 a pack). This new law affects all parties: importers and distributors, manufacturers and retailers, as well as the consumer. It is important to mention that there is a minimum tax of NIS475 per 1,000 sticks or NIS9.50 per pack. Local Manufacturer Dubek Witnesses the Largest Decline in Retail Volume Sales Share in 2010 Dubek, the only local tobacco manufacturer in Israel, tends to carry a wide variety of local and imported economy brands. In 2010, economy cigarettes suffered a drastic decrease in retail volume sales, as consumers who previously smoked lower-end economy brands traded up to higher quality, upper-economy and mid-priced brands, mainly Next, Pall Mall and Winston. This had a significant negative impact on Dubek s performance. Vending Machines Are Expected To Slowly Disappear From Tobacco in Israeli In late 2010, the Economic Affairs Committee of the Israeli Knesset approved the first reading of the proposed law to restrict the sale of cigarettes through vending machines in Israel. This new law is meant to further protect underage teens from smoking. The new law is set to come into force in This in turn is expected to have an impact on the distribution of cigarettes in Israel in the years following its introduction. Retail Value Sales Are Expected To See Positive Growth Over the Forecast Period Tobacco in Israel is projected to see an ongoing decline in retail volume sales over the forecast period, driven by further declines in the country s smoking population. In addition, tough anti-tobacco legislation, such as the new ban on vending, coupled with further tax increases to discourage the purchasing of tobacco products, is also expected to weaken demand. However,

30 retail value sales are expected to continue to see positive growth over the forecast period, driven by price increases. OPERATING ENVIRONMENT Legislative Overview/ Fctc Ratification

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33 Euromonitor International Minimum Legal Smoking Age Smoking Prevalence

34 Table 1 Smoking Prevalence in Adult Population % adult population Adult Male Population Adult Female Population Total Adult Population Source Euromonitor International from national statistics Note Definition of adult smokers: daily smokers who are older than the minimum legal smoking age in the country Table 2 Number of Smokers by Gender

35 Male No of Smokers Female No of Smokers Total No of Smokers Calculated using above % prevalence and Euromonitor International Country Population Data Tar Levels Health Warnings Advertising & Sponsorship Advertising through media

36 i f i t f 18 S ti i i l i it i t Advertising through retail point-of-sale Sponsorship of sporting/music events y p Distribution of tobacco branded gifts Point-of-sale Display Bans There is currently no point-of-sale (POS) ban in Israel regarding tobacco products. Smoking in Public Places

37 Electronic Cigarettes Litigation

38 Death by Cause Table 3 Death by Cause Deaths per 100,000 inhabitants Diseases of the respiratory system Ischaemic heart disease Trachea bronchus and lung Death from smoking related diseases Official statistics

39 TAXATION AND PRICING Duty Paid Packet Marks Taxation Rates Table 4 Taxation and Duty Levies Ad valorem excise Specific taxes VAT/sales taxes Official statistics

40 Average Cigarette Pack Price Breakdown Table 5 Average Cigarette Pack Price Breakdown: Brand Examples 2010 Price in NIS Manufacturer Retailer Specific tax AD V VAT Total tax End Price NIS Premium NIS Mid- NIS Economy Mar boro Priced LD % % L&M % Trade Interviews PRODUCTION/IMPORTS/EXPORTS

41 Table 6 Production/Imports/Exports Million sticks Cigarettes - Production Cigarettes - Import Cigarettes - Export Euromonitor International from national sta istics Illicit Trade in Cigarettes MARKET INDICATORS Table 7 Illicit Trade Estimate of Cigarettes by Volume million sticks

42 Legal sales Illicit trade % penetration of illicit trade Actual consumption Euromonitor International from official statistics, trade associations, trade interviews MARKET DATA Table 8 Sales of Tobacco by Category: Volume Cigarettes (million sticks) Cigars (million units) Smoking Tobacco (Tonnes) Smokeless Tobacco (Tonnes) Tobacco (Not calculable) Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 9 Sales of Tobacco by Category: Value NIS million Cigarettes Cigars Smoking Tobacco Smokeless Tobacco Cigarettes Including RYO Stick Equivalent Tobacco Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 10 Sales of Tobacco by Category: % Volume Growth % volume growth Cigarettes Cigars Smoking Tobacco Smokeless Tobacco Tobacco 2009/ CAGR 2005/10 Total Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources

43 Table 11 Sales of Tobacco by Category: % Value Growth % current value growth 2009/ CAGR 2005/10 Total Cigarettes Cigars Smoking Tobacco Smokeless Tobacco Cigarettes Including RYO Stick Equivalent Tobacco Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 12 Forecast Sales of Tobacco by Category: Volume Cigarettes (million sticks) Cigars (million units) Smoking Tobacco (Tonnes) Smokeless Tobacco (Tonnes) Tobacco (Not calculable) Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 13 Forecast Sales of Tobacco by Category: Value NIS million Cigarettes Cigars Smoking Tobacco Smokeless Tobacco Cigarettes Including RYO Stick Equivalent Tobacco Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 14 Forecast Sales of Tobacco by Category: % Volume Growth % volume growth Cigarettes Cigars Smoking Tobacco Smokeless Tobacco Tobacco 2014/ CAGR 2010/15 Total

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