Naturally Healthy Beverages in Israel

PROSPECTS

Water is the main substitute for sweetened beverages

The ongoing rise in health-awareness is driving consumers to swap sweetened beverages for water. While sugar in foods is harder to avoid, sweetened beverages are relatively easy to give up, with a direct positive impact on the volume consumption of NH bottled water.

Coconut water remains a niche

Coconut water was introduced into the market in 2016, with a great buzz being generated in websites and blogs about the launch of Vita Coco. Positioned as naturally healthy and especially suitable for consumption during or after exercising, the product was expected to see considerable growth.

Changing health perceptions boost demand for NH fruit/vegetable juice

Over the last several years, more consumers have become aware of the low fruit content in juices, which also contain high sugar levels and colourants. Their perception of what is healthy and what is not healthy is changing, with more consumers choosing NH fruit/vegetable juice over products that are more processed, and as a result the demand for regular bottled juices is on the decline, while freshly squeezed juices are also increasingly preferred.

COMPETITIVE LANDSCAPE

Jafora-Tabori Ltd remains a strong player

Jafora-Tabori is among the leaders in NH beverages, mainly thanks to its NH bottled water brands. These brands are positioned as being of a high quality, while countrywide distribution and prominent shelf space also contribute to Jafora-Tabori’s high ranking.

Fuze Tea launches a variant in NH RTD green tea

The Central Beverage Co Ltd launched a new NH RTD tea line in 2018, from its brand Fuze Tea. The new line includes two green tea flavours, and allows the company to target the growing health trend with a naturally healthy beverage that is also sweet.

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