Organic Beverages in Israel

PROSPECTS

Many are still reluctant to buy organic beverages

The healthier lifestyle trend is continually evolving. Consumers are increasingly aware of the negative effect of food and drink chemicals on their body and their long-term health.

Organic tea has an increasing appeal

In organic tea, competition is exceptional. The regular tea category is highly concentrated, with Wissotzky Tea (Israel) Ltd accounting for the majority of shares, which results in high tea prices.

Organic tea outperforms regular black tea

When people buy standard black tea, they tend to choose the classic brand they are familiar with; not seeking innovation, interesting flavours or any novelty. However, when buying more interesting types of tea, such as green tea or fruit/herbal tea, consumers are willing to try new flavours and brands.

COMPETITIVE LANDSCAPE

Adanim Tea leads the category

Adanim Tea has the highest value share in organic beverages. Its distribution is quite wide in comparison with that of other organic beverage producers; not only is the Adanim brand’s shelf presence quite prominent in nature stores, but it is also available in some supermarkets and discounters.

Greenfield Foods Ltd leads organic soft drinks

Greenfield Foods Ltd leads organic soft drinks, including most of the juice categories. Similarly to Adanim Tea, Greenfield distributes more widely than other organic beverage players, not only through nature stores but also in some supermarkets, discounters and even online retailers.

Shufersal Ltd imports a new organic tea

At the end of 2017, Shufersal Ltd launched a new private label product in organic tea. The tea is called Tulsi and it has a wide variety of flavours.

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