Organic Packaged Food in Israel

PROSPECTS

Organic food faces perceived lack of added value, coupled with higher prices

While the organic food category saw continued growth in 2019, its performance was weaker than that of many other categories. This is because most organic products lack added value for consumers compared with alternatives such as fortified/functional offerings.

Availability contributes to category’s performance, but improvements are needed

In terms of distribution, Green, an organic section in Shufersal supermarkets, and Nizat Haduvdevan, a speciality health market, continue to grow and expand. The growth of these companies has contributed to the increase of organic products.

Organic baby food offers potential for growth as parents want the best for their infants

Organic baby food has increased in recent years, with new and existing brands launching organic pouches, as all new brands are in this format. Brands such as Piccolo and Green have recently entered the category.

COMPETITIVE LANDSCAPE

All Organic holds strong lead with effective distribution and product variety, but may see share eroded in coming years

All Organic Ltd leads the category by a considerable margin, thanks to the popularity of its Harduf brand. Harduf includes a wide variety of organic products in various categories, and is distributed by Tnuva, which contributes to widespread availability.

Tvuot benefits from longstanding presence, widespread distribution and promotional support

The Tvuot brand from Tvuot Organic & Natural Food Products Ltd saw a slight value share gain in 2019. This was due to strong distribution and wide product variety.

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