NH high fibre bread is the biggest category in NH packaged food and it continues to grow, mostly at the expense of white bread. This trend has been prominent for many years and, driven by the general search for healthier nutrition, it keeps shaping the overall category.
Sales of NH cereal bars are increasing because these products provide consumers with a convenient snack that is also relatively healthy. This trend goes hand in hand with the portion-control trend; even if a product is not entirely healthy, if it is consumed in small portions there is control over calorie intake, which in itself is healthy.
Both honey and olive oil are naturally healthy products. Most production is local and NH versions are posting rising value sales growth.
Angel Bakery Ltd and J & E Berman Ltd are the leading bakeries, which also collectively dominate the NH high fibre bread category. This is due to countrywide distribution and business agreements with leading grocery retailers.
Leiman Schlussel holds a large share in NH packaged food mainly due to two brands: Nature Valley and Kliat gat nuts. Nature Valley benefits from higher recognition and consumer loyalty compared with most other brands in the category.
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Discover the latest market trends and uncover sources of future market growth for the Naturally Healthy Packaged Food industry in Israel with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport.