consumption

Weeks 2022: Where will you find the cheapest holiday shopping basket?

We loaded close to 70 holiday products on the shopping cart: cheeses, dairy delicacies, pastries and fruit - and went out to check how much we would pay for it at the various food chains.

You will not believe it, but on the exact same basket we found differences of more than NIS 200 between the cheap and expensive chain.

Here are all the details and prices

Dr. Hezi Gur Mizrahi

31/05/2022

Tuesday, 31 May 2022, 10:51 Updated: 12:05

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Shavuot is a holiday that glorifies the grain of the land - and a parallel symbolizes the transition from spring to summer, the end of the holiday season and the summer holidays ahead.

As befits a holiday that folds so many images and meanings into it, these are peak days in the retail market: we consume more, much more - especially in the dairy segment that has become the hallmark of the holiday.

This market is constantly innovating, with new products and new flavors that will separate and maintain the market shares of the leading brands.

Vanilla with cookies has become the favorite taste of Israelis?

No problem - the shelves will be filled with flavored and coveted products - from dairy refrigerators (which we always empty no matter how many new products it contains) to the sweet snacks.

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The same grapes, the price is double (Photo: Daniel Malakhovsky)

Alongside the trendy taste, of course, are the classic flavors such as strawberry-banana, another combination that is loved by the local palate, and for those who really do not like to friend, you will always find distinct flavors like chocolate or strawberry alone.

The company that leads the sales for weeks is Tnuva, with about 48% of all dairy sales in Israel (in other areas, market shares are even more respectable, such as sunfrost in frozen vegetables, delicacies in frozen dough and more).

The most expensive grapes, the cheapest in Camembert (Photo: Daniel Malakhovsky)

Beyond the basic products we buy from Tnuva, such as white cheese, cottage, Emek and Gilboa, there are brands such as Yulu, Yopla, Go, Piraeus, the white chef - and also the alternative brand in the milk substitute market.

In other words: alongside Tnuva's growth in the regular market, it is also achieving sales growth as a result of innovation, brand adoption and the development of new products that address the changing demand from consumers.

Tnuva understood that the dairy market is a limited market, it is based on an animal product, controlled by the Ministry of Agriculture, the Dairy Council and the Ministry of Finance, so these are not industrialized products that can be produced and produced without restriction.

It therefore focused growth on two main areas.

The first is the field of milk substitutes with soy drinks, almonds, oats, rice and more.

It has led the market from a range of unrefrigerated products to fresh substitutes that have captured significant market shares.

The second growth engine is premium products: the conservative Israeli taste has been updated in recent years, we travel more around the world, are more exposed to cooking programs and are willing to dare and taste - for example cheeses with a strong taste that were once called "stinky" by Israelis.

From Turkey in love (Photo: Daniel Malakhovsky)

Tnuva is among the producers who managed to find the golden path to Israeli taste with slightly more refined versions of cheese styles from around the world.

This is how we were privileged to find in the supermarket cheeses that in the past were only sold to connoisseurs who bought them at delicacies.

Nitzan Goldberg, head of the sales division of the Tnuva Group: "Innovation and adapting the products to Israeli taste are in fact the main development work. I estimate that in the coming holiday after the Corona period, closures and restrictions, this year families and friends

Click on the ketchup and the price drops by almost 30% (Photo: Daniel Malakhovsky)

The specialty cheese market is indeed growing, and alongside the variety of innovations in Tnuva's collection series with products such as Manchego, Ibrico, Cachuta, Roquefort, Parmesan and Kashkabel, which were not available to us in every store and at affordable prices, there are other players, such as Wilifood.

Zvika Williger, chairman

of Wilifood, importer of "Euro" dairy products, notes that since the start of dairy operations in Israel in 2018, the sales rate has increased by 57% to date and beyond the price competition and accessibility of new products, they work carefully to match tastes to target audiences in Israel.

To the controlling owner of the supermarket chain Zolbo 24/7 notes that it can be seen today that the young consumer loves innovation and products that five years ago were barely a decoration between refrigerators, today constitute a respectable market share in dairy sales and the phenomenon is similar to other segments such as wines and alcohol. .

That is, those who can afford it, prefer quality.

NIS 206 difference on the same basket of products (Photo: Daniel Malachovsky)

But Tnuva and Wilifood are not alone in the market, Strauss, which has suffered a serious blow in the field of confectionery, accounts for about 25% of all sales in the dairy market with strong brands such as Danone, Actimel, Lorfek, Yotvata and the old Strauss brands from Danny to Peru.

Strauss strives to be dominant in value-added products.

Even its basic products like milk and cottage cheese are a little more expensive and are based on fortified milk.

In the deli market it is a leader with a brand like Danone and also in the milk substitutes there is a strong brand like Alpro.

In addition to Strauss, it should be noted that Terra, a significant player in the dairy market that holds a market share of more than 10%, thanks to brands such as Muller, hard cheeses under the Noam brand, Tzurail farm products that compete with Tnuva's Piraeus series and Gad Dairy products.

There are other dairies and importers in the dairy market, but it is important to note that despite the growth in premium products, the basic dairy products such as milk, cream, white and white cheese (some of which are under supervision) still constitute a significant share of sales.

The complete list of products (Photo: Daniel Malachovsky)

Just before the holiday, we surveyed 7 leading marketing chains with a typical Shavuot basket containing 67 items: cooking cream, lasagna leaves, special and familiar cheeses, frozen dough, vegetables and seasonal fruits.

We were surprised to find quite a few tempting deals, especially in the food chains that are perceived to be more expensive.

Is this a special effort in preparation for the holiday or the beginning of a trend in which even those who advertise a "shopping experience" rather than a "price" will be forced to take a step towards consumers, in an increasingly expensive market?

The differences in the survey between the cheapest basket and the expensive basket are more than 28%. The value of the average basket is NIS 807.

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• Cheeses

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• Rami Levi

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