Processed Fruit and Vegetables in Israel

PROSPECTS

Health trend fuelling shift towards fresh and frozen vegetables and fruit

As healthy lifestyles become an important aspect in the daily lives of many consumers, food consumption patterns are changing accordingly. This is reflected in consumers’ attempts to limit their sugar intake, eat less processed food and refrain from gluten, lactose or meat and eliminate a great variety of foods.

New launches help to slow decline within shelf stable vegetables and beans

Shelf stable products are perceived as highly processed foods by most consumers, especially shelf stable vegetables and beans. This negative image is affecting demand, resulting in stagnant volume growth over the forecast period as a result of the shift towards fresh and frozen vegetables.

Impact of health trend remains limited within shelf stable tomatoes

Shelf stable tomatoes do not suffer from the same poor image as other shelf stable vegetables as they are a common ingredient in many recipes and local households, being a staple and convenient ingredient for sauces, soups, shakshuka, and other classic meals. Nevertheless, the category is seeing greater competition from fresh tomatoes as Israelis want to minimise consumption of processed food.

COMPETITIVE LANDSCAPE

Tnuva maintains leading position via new launches and extensive distribution

Tnuva Food Industries remains the leading player in processed fruit and vegetables, benefiting from extensive distribution, logistics capacity and marketing investment. The company’s leading Sunfrost range enjoys extensive shelf space and recognition, with the brand being available in most outlets in large quantities and very well-known among consumers.

Consumers attracted to frozen fruit by new innovative products

Tnuva Food Industries also recently entered frozen fruit. Along with the private label entries of Shufersal and Rami Levy, this has provided the category with a strong boost.

Growing competition within frozen processed vegetables and potatoes

In response to strong concentration, the Ministry of Economy is considering changing market regulations in order to encourage competition. This in turn would cause price reductions and volume growth over the forecast period.

Files are delivered directly into your account within a few minutes of purchase.