Rami Levy (Photo: Ido Moyal)
In recent years, the cost of living has given its signals in many areas - from housing, through medicines and electricity to our shopping basket.
The various suppliers have announced price increases for many products, and shopping in various marketing chains has become a heavy burden that hurts all of us.
But there is also an alternative for consumers - the "Rami Levy Sycamore Marketing" chain offers in its various branches Rami Levy's private brand, which is dozens of percent cheaper than competing brands.
Rami Levy chain's private label sales have increased in recent years, and more and more consumers prefer to purchase the chain's brand products over products from the various suppliers.
"The sales of the private label are on the rise and growth that is not seen in any other company," says Eli Dadia, director of business development and the private label of Rami Levy Sycamore Marketing.
"In the past, when we got to the supermarket, we used to put the products of the leading brands in the cart with our eyes closed, but today the consumer realizes that if he reverses the packaging, then it is the same product and the same importer, only the name of the brand is different. When the consumer tries the product, he discovers that its quality is high and the price is cheaper , so he prefers to purchase the private label. Due to the high purchase rate of the private label, more and more suppliers connect with our brand."
Rami Levy's private label was launched in 2015 and is currently the largest supplier in the chain's branches.
"The private brand dominates over 3,000 products in the food fields, including pastas, sauces, fruits, vegetables, fish, salads, cheeses, grains and legumes, snacks and sweets, meat products, frozen products, breads, pastries and more. In addition, the brand also dominates categories The None food with over 6,000 products such as electrical products, cosmetics, toiletries, cleaning, disposable, pharmaceutical products and more. The brand provides an almost complete answer to all the daily consumption of consumers."
What is the difference between the prices of the private label products compared to the prices of the various suppliers?
"In general, the Rami Levy chain is the cheapest of all the other marketing and retail chains. Besides, the private label represents an additional saving of about 20%-30% in the shopping basket. The prices of the private label products are not only cheaper than those of the various suppliers, but also Their quality is similar and sometimes even better. When you compare our products to those of competing manufacturers such as Osem or Unilever, you can see that the values we provide are almost the same. Various consumer surveys and test tests conducted by TV shows repeatedly prove that the private label does not fall behind the brands of competing manufacturers, And it is significantly cheaper."
How do you manage to maintain high quality at a low price?
"From the idea stage until the product reaches the supermarket, it undergoes quality control and trade control. Our category managers check whether the private label product will bring value to the consumer and will bring value commercially. If the product is of sufficient quality, it will enter the category."
Alongside the many categories that the private label dominates, as of today you will not find private label milk on the shelves.
The various milk producers have raised prices due to the increase in the price of raw milk - since last August the prices of the regulated milk products have risen by 5%, and in the last year they are expected to continue to soar.
The "Rami Levy" chain plans to provide a solution to this in the future: "The milk producers in Israel are very strong and do not allow the possibility of producing milk under a private brand. Therefore, we plan to contact suppliers abroad, although there are challenges in this, and we hope that there will be news soon."
The news that the Rami Levy chain is already announcing is regarding the development of the private brand: "The private brand is expected to expand and develop. Already today, the Rami Levy brand provides a solution to consumers in terms of excellent quality and the cheapest price, and soon we will also provide additional values of innovation, freshness and creativity. In the years The upcoming ones will be collaborations with different and interesting talents and suppliers. We will open new categories in the culinary field that until now the competing chains have not touched, such as prepared food, and there will be many more innovations. Expect surprises in 2023."
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