Food Preparation Appliances in Israel

PROSPECTS

Blenders continues to perform best due to the healthy eating trend

Retail volume sales of blenders in Israel have seen very strong growth since the entry of the Nutri Ninja brand, which was accompanied by extensive marketing campaigns, and the rising popularity of healthy eating and cooking trends. The Nutri Ninja product addresses consumers’ desire to increase their intake of more fruit and vegetables in their diets easily and with little effort and mess, as well as addressing the on-the-go trend thanks to the ease with which its blender containers can be carried.

Positive growth expected for food processors as consumers seek smaller, easily cleanable appliances to prepare ingredients

In line with the healthy eating trend in Israel, consumers try to increase their consumption of fresh fruit and vegetables. Food processors allow easy processing, but the appliances have tended to be bulky, taking up space in the kitchen, and difficult to clean.

Blenders that provide juicing functions cause juicers to decline

Both slow and centrifugal juicers are in decline due to the increasing popularity of blenders that also provide juicer functions. Consumers also prefer blenders over juicers as blenders are easier to clean, offering greater convenience.

COMPETITIVE LANDSCAPE

Ninja redefines blenders and food processors and extends Sarig Electric’s lead in food preparation appliances

Sarig Electric Ltd continued to increase its retail volume share of food preparation appliances in Israel in 2019 with the Morphy Richards and Ninja brands. Ninja has transformed blenders (Nutri Ninja) and food processors with its premium format and multifunctionality, redefining these categories.

Multifunctional Kenwood mixer increases the brand’s popularity

Brimag Digital Age Ltd, the second-placed player in food preparation appliances in Israel, also gained further retail volume share in 2019, due to the strength of its Kenwood, Braun and Graetz brands. Kenwood, in particular, has benefited from its offer of a new special mixer.

Consumers still prefer to purchase food preparation appliances from store-based retailers

The distribution of food preparation appliances in Israel remains predominantly store-based, through a broad variety of channels. Internet retailing continued to see the strongest growth in 2019.

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