Business
consumption
Special for Passover: Where will you find the cheapest basket of detergents?
Passover is the national holiday of cleanliness, and it turns out that this feature predicts sectors and permeates even the non-Jewish public in Israel.
Has there been a change in the cleaning habits following the corona, and of course: which of the big chains has the cheapest basket of cleaning materials?
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Walla!
Survey
Cleaners
Rami Levi
Shufersal
victory
Dr. Hezi Gur Mizrahi
Friday, 05 March 2021, 00:00 Updated: 00:05
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It turns out that everyone cleans more before Passover (Photo: ShutterStock)
Passover is upon us, and as every year, house cleaning occupies a prominent place in the preparations for the holiday.
It turns out that pre-holiday days affect the behavior of buyers and consumers, even those who do not attest to themselves "making panels".
It turns out that Passover is one of the most influential holidays in the consumption of detergents and the surprising part is that it not only affects the ultra-Orthodox and traditional sector, but also the secular and even non-Jewish residents of Israel, who have no need or custom to prepare the house for Passover through thorough cleaning.
The culture of consumption, it turns out, radiates in this case from the Jewish majority to the general public.
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Not just Jews
The sectoral point is interesting in the context of detergents, because when consumers survey about buying kosher food for Passover and strictly avoiding pickles during the holiday, different consumption patterns are revealed from religion to religion and sector to sector (also between different communities within the Jewish sector, e.g. ), But when we talk about cleanliness we can notice reactions that are less differentiated by religion, nationality or ethnicity and deal more with three types of consumers: the "constant cleaner" who is a lover of cleanliness all year round, the "indifferent consumer" that no date or cultural affiliation will cause He has to clean more specifically for Passover, and for the large group of those who testify that they intend to clean the house thoroughly, especially in preparation for the upcoming holiday.
As mentioned, it is not just Jews: in the month before Passover, there was a sharp increase in sales of cleaning products in the Arab sector as well.
Why on Passover?
The question is what causes the secular or Arab public, which does not prepare its house for Passover in a significant way, to consume more detergents?
There are two answers to this question: the first is a cultural influence of many years, lasting from previous generations, who used to clean and prepare the house for Passover, a practice that permeated future generations even though they distanced themselves from faith and religious precepts.
The second - and it is the more significant effect - is much more trivial: it is a period when promotions and publications for cleaning materials take place and the exposure to them at points of sale is significantly higher than on days when they are repaired.
Buyers who come to the retail chains to make their purchases during this period are exposed to massive displays accompanied by attractive sales of cleaning materials and aids at surprising and discounted prices, sometimes at tens of percent of the prices we are used to.
The effects are noticeable even on online sales sites during this period, so that even a consumer who does not come during this period to make a frontal purchase will be exposed to the stimulus of the products and promotions, so the stimulus is almost the same for most potential buyers.
One of the characteristics of the period is the concentrated and increased purchase of detergents.
Most consumers buy well-known brands, but introducing new products to the consumer these days also records higher success rates.
Snow, the leading brand in the Israeli market (Photo: Snow)
On corona and bleach
The past year has caused significant changes in consumer culture.
Public awareness of the issue of hygiene has skyrocketed and it is not just about personal but also environmental hygiene, with an emphasis on antibacterial products and other products that are not only “cleaners” but also considered disinfectants.
Thus, there was an increase in sales of damp cloths and various disinfectant and cleaning sprayers.
There are quite a few well-known players in the global cleaning materials market, but in Israel "Snow" leads the field in terms of sales volume, innovation and high brand loyalty, and presents solutions in every segment in the field with international brands, with brands such as: Snow Sushi, Maxima and Joel, a company The global Procter & Gamble, represented in Israel by Diplomat, owns brands such as: Ariel, Tide, Fairy and more.
Among the importers, we will also mention the global Rakit Bankizer company, which markets the Kalia, Cologne, Finish and Ditol brands.
Another Israeli brand that has undergone a facelift and gained exposure in recent months is the Touch brand of the Shaniv company, which offers a variety of products and solutions, usually at lower prices than the products of the leading brands.
Competition in retail chains these days is fierce in an attempt to grab buyers' attention and enjoy an increase in sales by presenting particularly attractive deals on cleaning materials and aids, the Institute for Retail Research in collaboration with the Ministry of Economy based price comparison system. Through the CHP system and the Pricez system by the Institute for Retail Research).
Went out to check if there are significant gaps between the detergent baskets between the various chains, where we will save (up to) tens of percent and where we will pay more.
The basket of cleaning products for Passover in the various chains
The table does not lie
For those who do not want to delve into the numbers, we have ranked the chains from the cheapest to the most expensive.
The data in the table clearly show that the cheapest chain, of those sampled, for the purchase of cleaning materials is Rami Levy, and by a large margin than Ahira: Osher Ad and the market warehouses.
The author is the founder and CEO of the Institute for Retail Research
(Photo: ShutterStock)
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