TABLE OF CONTENTS
Chapter 1 EXECUTIVE SUMMARY 2
Summary Market Level - Tobacco 2
Summary category level - Cigarettes 3
Summary category level - Cigars and cigarillos 4
Summary category level - Loose tobacco 5
Chapter 2 INTRODUCTION 6
What is this report about? 6
How to use this report 6
Market Definition 7
Chapter 3 MARKET OVERVIEW 20
Value Analysis, 2003?08 20
Value Analysis, 2008?13 21
Value Analysis, US$ 2003?08 23
Value Analysis, US$ 2008?13 23
Volume Analysis, 2003?08 25
Volume Analysis, 2008?13 26
Company and Brand Share Analysis 28
Distribution Analysis 31
Expenditure & consumption per capita 33
Chapter 4 LEADING COMPANY PROFILES 36
Philip Morris International Inc. 36
British American Tobacco plc. 38
Chapter 5 CATEGORY ANALYSIS - CIGARETTES 40
Value Analysis, 2003?08 40
Value Analysis, 2008?13 41
Value Analysis, US$ 2003?08 43
Value Analysis, US$ 2008?13 43
Volume Analysis, 2003?08 45
Volume Analysis, 2008?13 46
Company and Brand Share Analysis 49
Distribution Analysis 52
Expenditure & consumption per capita 54
Chapter 6 CATEGORY ANALYSIS - CIGARS AND CIGARILLOS 57
Value Analysis, 2003?08 57
Value Analysis, 2008?13 58
Value Analysis, US$ 2003?08 60
Value Analysis, US$ 2008?13 60
Volume Analysis, 2003?08 62
Volume Analysis, 2008?13 63
Company and Brand Share Analysis 65
Distribution Analysis 68
Expenditure & consumption per capita 70
Chapter 7 CATEGORY ANALYSIS - LOOSE TOBACCO 73
Value Analysis, 2003?08 73
Value Analysis, 2008?13 74
Value Analysis, US$ 2003?08 76
Value Analysis, US$ 2008?13 76
Volume Analysis, 2003?08 78
Volume Analysis, 2008?13 79
Company and Brand Share Analysis 81
Distribution Analysis 83
Expenditure & consumption per capita 85
Chapter 8 COUNTRY COMPARISON 88
Value 88
Volume 93
Market Share 98
Chapter 9 NEW PRODUCT DEVELOPMENT 99
Product launches over time 99
Recent product launches 101
Chapter 10 ITALY SOCIOECONOMIC PROFILE 102
Country Overview 102
Key Facts 103
Political Overview 105
Economic Overview 106
Chapter 11 ITALY MACROECONOMIC PROFILE 107
Macroeconomic Indicators 107
Chapter 12 RESEARCH METHODOLOGY 112
Methodology overview 112
Secondary research 113
Market modeling 114
Primary research 115
Data finalization 116
Ongoing research 116
Chapter 13 APPENDIX 117
Future readings 117
How to contact experts in your industry 117
Disclaimer 117

LIST OF FIGURES
Figure 1: Italy tobacco value and value forecast, 2003?13 (€ m, nominal prices) 22
Figure 2: Italy tobacco category growth comparison, by value, 2003?13 24
Figure 3: Italy tobacco volume and volume forecast, 2003?13 (Kg/Pieces m) 27
Figure 4: Italy tobacco distribution channels, by value, 2007?08 (%) 32
Figure 5: Italy cigarettes value and value forecast, 2003?13 (€ m, nominal prices) 42
Figure 6: Italy cigarettes category growth comparison, by value, 2003?13 44
Figure 7: Italy cigarettes volume and volume forecast, 2003?13 (Pieces m) 47
Figure 8: Italy cigarettes category growth comparison, by volume, 2003?13 48
Figure 9: Italy cigarettes distribution channels, by value, 2007?08 (%) 53
Figure 10: Italy cigars and cigarillos value and value forecast, 2003?13 (€ m, nominal prices) 59
Figure 11: Italy cigars and cigarillos category growth comparison, by value, 2003?13 61
Figure 12: Italy cigars and cigarillos volume and volume forecast, 2003?13 (Pieces m) 64
Figure 13: Italy cigars and cigarillos category growth comparison, by volume, 2003?13 64
Figure 14: Italy cigars and cigarillos company share, by value, 2007?08 (%) 66
Figure 15: Italy cigars and cigarillos distribution channels, by value, 2007?08 (%) 69
Figure 16: Italy loose tobacco value and value forecast, 2003?13 (€ m, nominal prices) 75
Figure 17: Italy loose tobacco category growth comparison, by value, 2003?13 77
Figure 18: Italy loose tobacco volume and volume forecast, 2003?13 (Kg m) 80
Figure 19: Italy loose tobacco category growth comparison, by volume, 2003?13 80
Figure 20: Italy loose tobacco distribution channels, by value, 2007?08 (%) 84
Figure 21: Global tobacco market split (value terms, 2008) – Top 5 countries 89
Figure 22: Global tobacco market value, 2003–08 (Top 5 countries) 92
Figure 23: Global tobacco market split (volume terms, 2008) – Top 5 countries 94
Figure 24: Global tobacco market volume, 2003–08 (Top 5 countries) 97
Figure 25: Map of Italy 104
Figure 26: Annual data review process 113

LIST OF TABLES
Table 1: Tobacco category definitions 8
Table 2: Tobacco distribution channels 9
Table 3: Italy tobacco value, 2003?08 (€ m, nominal prices) 20
Table 4: Italy tobacco value forecast, 2008?13 (€ m, nominal prices) 21
Table 5: Italy tobacco value, 2003?08 (US$ m nominal prices) 23
Table 6: Italy tobacco value forecast, 2008?13 (US$ m nominal prices) 23
Table 7: Italy tobacco volume, 2003?08 (Kg/Pieces m) 25
Table 8: Italy tobacco volume forecast, 2008?13 (Kg/Pieces m) 26
Table 9: Italy tobacco brand share, by value, 2007?08 (%) 28
Table 10: Italy tobacco value, by brand 2007?08 (€ m nominal prices) 29
Table 11: Italy tobacco company share by value, 2007?08 (%) 30
Table 12: Italy tobacco value, by company, 2007?08 (€ m nominal prices) 30
Table 13: Italy tobacco distribution channels, by value, 2007?08 (%) 31
Table 14: Italy tobacco value, by distribution channel, 2007?08 (€ m nominal prices) 31
Table 15: Italy tobacco expenditure per capita, 2003?08 (€, nominal prices) 33
Table 16: Italy tobacco forecast expenditure per capita, 2008?13 (€, nominal prices) 33
Table 17: Italy tobacco expenditure per capita, 2003?08 (US$ nominal prices) 34
Table 18: Italy tobacco forecast expenditure per capita, 2008?13 (US$ nominal prices) 34
Table 19: Italy tobacco consumption per capita, 2003?08 (Kg/Pieces) 35
Table 20: Italy tobacco forecast consumption per capita, 2008?13 (Kg/Pieces) 35
Table 21: Philip Morris International Inc. Key Facts 36
Table 22: British American Tobacco plc. Key Facts 38
Table 23: Italy cigarettes value, 2003?08 (€ m, nominal prices) 40
Table 24: Italy cigarettes value forecast, 2008?13 (€ m, nominal prices) 41
Table 25: Italy cigarettes value, 2003?08 (US$ m nominal prices) 43
Table 26: Italy cigarettes value forecast, 2008?13 (US$ m nominal prices) 43
Table 27: Italy cigarettes volume, 2003?08 (Pieces m) 45
Table 28: Italy cigarettes volume forecast, 2008?13 (Pieces m) 46
Table 29: Italy cigarettes brand share, by value, 2007?08 (%) 49
Table 30: Italy cigarettes value, by brand 2007?08 (€ m nominal prices) 50
Table 31: Italy cigarettes company share by value, 2007?08 (%) 51
Table 32: Italy cigarettes value, by company, 2007?08 (€ m nominal prices) 51
Table 33: Italy cigarettes distribution channels, by value, 2007?08 (%) 52
Table 34: Italy cigarettes value, by distribution channel, 2007?08 (€ m nominal prices) 52
Table 35: Italy cigarettes expenditure per capita, 2003?08 (€, nominal prices) 54
Table 36: Italy cigarettes forecast expenditure per capita, 2008?13 (€, nominal prices) 54
Table 37: Italy cigarettes expenditure per capita, 2003?08 (US$ nominal prices) 55
Table 38: Italy cigarettes forecast expenditure per capita, 2008?13 (US$ nominal prices) 55
Table 39: Italy cigarettes consumption per capita, 2003?08 (Pieces) 56
Table 40: Italy cigarettes forecast consumption per capita, 2008?13 (Pieces) 56
Table 41: Italy cigars and cigarillos value, 2003?08 (€ m, nominal prices) 57
Table 42: Italy cigars and cigarillos value forecast, 2008?13 (€ m, nominal prices) 58
Table 43: Italy cigars and cigarillos value, 2003?08 (US$ m nominal prices) 60
Table 44: Italy cigars and cigarillos value forecast, 2008?13 (US$ m nominal prices) 60
Table 45: Italy cigars and cigarillos volume, 2003?08 (Pieces m) 62
Table 46: Italy cigars and cigarillos volume forecast, 2008?13 (Pieces m) 63
Table 47: Italy cigars and cigarillos brand share, by value, 2007?08 (%) 65
Table 48: Italy cigars and cigarillos value, by brand 2007?08 (€ m nominal prices) 65
Table 49: Italy cigars and cigarillos company share by value, 2007?08 (%) 67
Table 50: Italy cigars and cigarillos value, by company, 2007?08 (€ m nominal prices) 67
Table 51: Italy cigars and cigarillos distribution channels, by value, 2007?08 (%) 68
Table 52: Italy cigars and cigarillos value, by distribution channel, 2007?08 (€ m nominal prices) 68
Table 53: Italy cigars and cigarillos expenditure per capita, 2003?08 (€, nominal prices) 70
Table 54: Italy cigars and cigarillos forecast expenditure per capita, 2008?13 (€, nominal prices) 70
Table 55: Italy cigars and cigarillos expenditure per capita, 2003?08 (US$ nominal prices) 71
Table 56: Italy cigars and cigarillos forecast expenditure per capita, 2008?13 (US$ nominal prices) 71
Table 57: Italy cigars and cigarillos consumption per capita, 2003?08 (Pieces) 72
Table 58: Italy cigars and cigarillos forecast consumption per capita, 2008?13 (Pieces) 72
Table 59: Italy loose tobacco value, 2003?08 (€ m, nominal prices) 73
Table 60: Italy loose tobacco value forecast, 2008?13 (€ m, nominal prices) 74
Table 61: Italy loose tobacco value, 2003?08 (US$ m nominal prices) 76
Table 62: Italy loose tobacco value forecast, 2008?13 (US$ m nominal prices) 76
Table 63: Italy loose tobacco volume, 2003?08 (Kg m) 78
Table 64: Italy loose tobacco volume forecast, 2008?13 (Kg m) 79
Table 65: Italy loose tobacco brand share, by value, 2007?08 (%) 81
Table 66: Italy loose tobacco value, by brand 2007?08 (€ m nominal prices) 81
Table 67: Italy loose tobacco company share by value, 2007?08 (%) 82
Table 68: Italy loose tobacco value, by company, 2007?08 (€ m nominal prices) 82
Table 69: Italy loose tobacco distribution channels, by value, 2007?08 (%) 83
Table 70: Italy loose tobacco value, by distribution channel, 2007?08 (€ m nominal prices) 83
Table 71: Italy loose tobacco expenditure per capita, 2003?08 (€, nominal prices) 85
Table 72: Italy loose tobacco forecast expenditure per capita, 2008?13 (€, nominal prices) 85
Table 73: Italy loose tobacco expenditure per capita, 2003?08 (US$ nominal prices) 86
Table 74: Italy loose tobacco forecast expenditure per capita, 2008?13 (US$ nominal prices) 86
Table 75: Italy loose tobacco consumption per capita, 2003?08 (Kg) 87
Table 76: Italy loose tobacco forecast consumption per capita, 2008?13 (Kg) 87
Table 77: Global tobacco market value, 2008 88
Table 78: Global tobacco market split (value terms (US$ m), 2008) – Top 5 countries 91
Table 79: Global tobacco market volume, 2008 93
Table 80: Global tobacco market split (volume terms, 2008) – Top 5 countries 96
Table 81: Leading players - Top 5 countries 98
Table 82: Italy tobacco new product launches reports, by company (Top 5 companies), 2008 99
Table 83: Italy tobacco new product launches SKUs, by company (Top 5 companies), 2008 99
Table 84: Italy tobacco new product launches (reports), by flavor and fragrances (Top 10 flavors), 2008 100
Table 85: Italy tobacco new product launches (reports), by Ingredients 2008 100
Table 86: Italy tobacco new product launches (reports), by Package tags or Claims 2008 101
Table 87: Italy tobacco new product launches (reports) - Recent 5 launches (2008) 101
Table 88: Italy Key Facts 103
Table 89: Italy population, by age group, 2003?08 (millions) 107
Table 90: Italy population forecast, by age group, 2008?13 (millions) 108
Table 91: Italy population, by gender, 2003?08 (millions) 108
Table 92: Italy population forecast, by gender, 2008?13 (millions) 109
Table 93: Italy nominal GDP, 2003?08 (€ bn, nominal prices) 109
Table 94: Italy nominal GDP forecast, 2008?13 (€ bn, nominal prices) 109
Table 95: Italy real GDP, 2003?08 (€ bn, 2000 prices) 110
Table 96: Italy real GDP forecast, 2008?13 (€ bn, 2000 prices) 110
Table 97: Italy real GDP, 2003?08 (US$ bn, 2000 prices) 110
Table 98: Italy real GDP forecast, 2008?13 (US$ bn, 2000 prices) 111
Table 99: Italy consumer price index, 2003?08 (2000=100) 111
Table 100: Italy consumer price index, 2008?13 (2000=100) 111