Organic Packaged Food in Israel

PROSPECTS

Demand for organic packaged food is limited

In general, consumers are highly invested in pursuing healthier nutrition. However, in regard to organic food and organic packaged food, many are quite reluctant.

Greater distribution and lower prices are key to category growth

In organic packaged food, the organic element is not significant for consumers, who do not choose which brand to buy based on whether it is organic or not. However, the organic attribute is still appealing, so, when considering a non-organic product where the price gap with an organic version is less significant, consumers tend to buy the organic product, not from an organic consumption ideal but rather as it is simply available on the shop shelf.

Growing distribution for organic packaged food is driven by two retailers

At the end of the review period, the distribution of organic packaged food expanded drastically. Two main players that have boosted it are Shufersal Ltd and Bibi Herzl Nizat Haduvdevan Ltd.

COMPETITIVE LANDSCAPE

All Organic Ltd leads sales

All Organic’s brand Harduf is leading organic packaged food with a wide portfolio of products along with strong distribution by Tnuva Food Industries Ltd. While its value share is continually declining, it still holds a large share of this fragmented category.

Tvuot is growing at a fast rate

Tvout, now the second-largest brand in organic packaged food, has achieved fast growth in recent years. In comparison with other brands in the category, Tvuot is well established, operating within many food categories.

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