Food Preparation Appliances in Israel

PROSPECTS

Blenders driven by the entry of Nutri Ninja

Sales of blenders are growing rapidly boosted by the popularity of the Nutri Ninja brand. Marketing campaigns for Nutri Ninja have been extensive: since its launch in late 2016, the brand has already attracted considerable interest and leads in sales of blenders.

Consumers shift to larger mixers

Mixers is beginning to see a slowdown in sales growth as the cake baking trend that characterised the review period dissipates. Consumers are increasingly aware of their sugar consumption and are therefore less interested in preparing cakes at home.

Room for improvement in food processors

In vegetable and fruit processing there is still room for growth. In line with the health trend, consumers are seeking to increase their consumption of fresh fruit and vegetables, and while food processors allow easy processing, they are still bulky, take up space in the kitchen and are difficult to clean.

COMPETITIVE LANDSCAPE

Sarig Electric leads food preparation appliances

Sarig Electric leads the category taking top spot in 2017 and 2018 thanks to the launch of its Nutri Ninja brand. With its extensive marketing campaign the company has succeeded in securing the top spot for Nutri Ninja in blenders, and is now a leading brand in food appliances.

Nutri Ninja helps boost the trend in smoothies

By emphasising the ease with which fruit and vegetable smoothies can be prepared, Nutri Ninja has driven the smoothies trend further. Moreover, even packaged food companies are launching products that enable consumers to prepare smoothies more easily, such as launching a wider range of frozen fruit.

Rapid growth of internet retailing in food preparation appliances

While electronics and appliance specialist retailers continue to account for the largest share of sales, internet retailing is growing rapidly in this category. Food preparation appliances are typically a much smaller expense than major appliances, and therefore consumers are more willing to take the risk of purchasing them online.

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