Weight Management and Wellbeing in Israel

PROSPECTS

Meal replacement in decline due to growing awareness of nutrition

Meal replacement recorded a further retail value decline in 2019 as consumers become more educated about correct, balanced nutrition and seek to lose weight by improving nutrition and becoming more active. Better nutrition is widely discussed in the media, especially in the context of packaged food, which is often high in sugar and fat, as well as the Ministry of Health’s plan to reduce sugar and fat levels.

Weight loss supplements are increasingly popular

On the other hand, weight loss supplements continued to record positive growth in 2019, as they are seen to aid diets and not replace them entirely. Weight loss supplements are in fact advertised this way: most supplements claim to provide a combination of elements that help burn fat and therefore speed the weight loss process for consumers who are dieting and engaging in sports.

Alternative diets to remain popular

Although diet plans come and go with regularity, detox diets in various forms seem to remain popular as aids to weight loss programmes. Recent trends include vegetarian, vegan and Paleo diets, all of which have their followers, with veganism becoming increasingly popular in the Western world.

COMPETITIVE LANDSCAPE

Herbalife International of Israel (1990) makes dramatic progress

Herbalife International of Israel (1990) made dramatic strides in increasing its retail value share and lead in weight management and wellbeing in 2019, and continued to dominate the meal replacement category. Herbalife Nutrition is a well-known brand and perceived as offering extremely high quality.

Oriental Secrets loses share due to the dramatic declines in slimming teas

Oriental Secrets continued to lose overall retail value share in 2019. The company specialises in slimming teas, which continued to suffer dramatic retail value declines over the course of the year.

Direct selling loses share

Direct selling continued to account for a large share of weight management and wellbeing distribution in 2019. The popular Herbalife Nutrition and Forever Lean brands are both sold via direct selling.

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