2024-03-24 15:46:00
The cheap chain in Israel (photo illustration AI) The tahina spread made from sesame was used in the past as an ethnic spread or sauce. Its use was characterized mainly as a sauce for the falafel or shawarma dish or for wiping and spreading the pita with the hummus plate. In recent years, with the increase in health awareness among consumers in the world, the nutritional values of sesame and tahina have stood out and significantly influenced demand and sales volumes. The sesame spread presents positive and healthy nutritional values and its use has become widespread and has long been used not only for the traditional tahini spread but for vegan products as a substitute for the milk components, sweet spreads and fillings for tahini-based cakes, dairy-free delicacies based on tahini and other diverse products.
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The Israeli consumer uses tahini in a wide variety of foods, from salads to pastries and desserts. Raw tahini is preferred by many because it is considered healthier and richer in taste. Raw tahini has also gained significant momentum in markets overseas, in the US and Europe, tahini has begun to gain greater popularity in recent years, especially among audiences looking for healthy alternatives to spreads and ingredients in Western cuisine. A significant impact on the number of Jewish and Muslim consumers who increased demand and exposure to the product that was assimilated into all consumer sectors.
Grinding prices and the effects on them
The raw tahini market in Israel generates more than 189 million shekels per year, if we refer to the complementary products and innovation, it is a market of more than two hundred million shekels per year, a significant activity that is concentrated in a relatively small number of producers, in the market in Israel about 13,000,000 packages of tahini of various weights are sold per year, more than a million Packages are sold every month and this does not include the restaurant and hospitality market and all the sales markets that are not surveyed in the sales data.
Grinding prices are affected by several factors, first of all sesame prices in the world market, production costs, and shipping fees. The price of sesame itself can change depending on growing conditions, production, and demand in global markets. In the past year, we have been exposed to changes in sesame prices due to a variety of factors such as changes in climate conditions affecting the crop, changes in global demand, and even effects of the post-corona epidemic on the supply chains and the effects of the wars in Israel and Eastern Europe. Grinding prices are affected by several factors, first of all sesame prices in the world market, production costs, and shipping fees.
According to the data of the marketing chains, we recognize an increase in the price of the grinding products in the prices for the consumer on average in the leading brands at a rate of 11.50% compared to the average prices last year in March 2023. What is surprising is that according to the data of the manufacturers, the prices became more expensive for the retailers by an average of 8% and the price passed on to the consumer is significantly higher. Examining the tahina market data comparing the annual turnover against the amount of packaging sold, it is possible to identify that the market remains stagnant and the amount of packaging grew by less than a percent, but the sales turnover jumped by 6.40%, a jump only due to the increase in the price of the product to the consumer.
The tahini market is currently dominated by a limited number of manufacturers and many other importers and manufacturers that do not constitute competition and a significant market share, many brands tried to penetrate the market but without success, the Israeli consumer is considered a loyal and large consumer of raw tahini in relation to global consumption and in comparison to the consumption of the typical basket products, raw tahini is a regular staple in most households.
The leading manufacturers and brands in the market
Ahadot – Ahva plant produces the leading brand in the market “Ahva” and the premium brand “Turquoise” which shows significant growth in sales volume. Ahva is the largest producer in Israel of grinding and sesame products, both in the domestic consumer market and for the institutional and catering market, and is a leader in the scope of production for overseas countries. The volume of sales of Ahava’s tahini brands in 2023 was 55.6 million shekels, which is 4.2 million packages only in the market of marketing chains, not including the tahini we wipe in hummus and salads chilled in grocery store refrigerators, Ahava’s brands make up 29.30% market share (in terms of money) Ahva is also a leader in the cheapest price for c on average which is NIS 21.60.
The Rushdie Industries factory – Barache, produces the Barache brand in tahina and halwa and is in second place in terms of sales in terms of quantity and money. The Barache brand is marketed by the “Osem” company. In 2023, the Barache brand sold 45.6 million shekels of tahina products and a total of 3,331 different product packages in the segment, the brand occupies 24% financial market share does not include non-barked markets, the price per kg of tahini on average for the Barache brand is NIS 26.10 per kg, a price that is 20% higher than Ahava’s brand.
El Erez factory – Sogot, the El Erez brand was purchased by Soget, which was acquired by the Fortissimo Fund, which brings together several brands such as Salt of the Earth and Industrial Oil that merged with the Sogot brand, El Erez Tahina shows a significant increase in its sales volume compared to the year 2022, it achieved in 2023 a market share of 18.70% with a sales volume of NIS 35.50 million and the amount of packaging it sold is 1.7 million packages. The gap between the packaging and the financial market share comes from the average price of the brand per kg. The average price per kg of tahini is NIS 32.40, which is already 50% more expensive than the cheapest brand offered .
Vysotsky tea – Jerusalem, the Tahina Jerusalem brand marketed by the Vysotsky company underwent a facelift and returned to prominence on grocery shelves and jumped from a market share of 6.90% to a financial market share of 12.50% a significant jump with sales of more than K750 packages per year, the average price per kg is At NIS 31.60, it is very close to the El Erez brand price, which is 2.5% cheaper than it, but still 46% more expensive than the cheap brand.
Har Bracha – Tahina Har Bracha is a surprising and growing brand and is considered the leading brand in terms of taste, a relatively new company compared to the other brands (2009) located in Samaria and presenting a traditional and unique production method, the brand received wide publicity through word of mouth and not through the various media, the brand cannot be found available everywhere The marketing chains also due to its high price and limited production capacity. The brand occupies the same market share as the Jerusalem brand, 12.50%, but the sales volumes are significantly lower and stand at 529,000 packages. The market share the brand manages to capture thanks to its high price, which stands at an average of NIS 38.90 per kg, a difference of no less than 80% more than the cheapest and leading brand in the market.
The main competitor that is growing against all the brands is the private brand, the private brands in the marketing chains present significant data starting from the average price per kg which is NIS 19.9 and the private brand occupies a market share of more than 10% with sales of more than 1.7 packages per year with a low price 8.0% more than the cheapest price in the category, the gap between the private brand and the Har Bracha brand stands at 95%, a considerable and significant gap that consumers are still willing to pay for a double price brand.
While the prices of raw tahini have soared, the prices of ready-made tahini salads of the brands Achla, Sabar, Shamir, Mishni, Miki show a stagnant average price and even a slight decrease in the average price. The Barkha brand shows the highest increase in average price and the El Erez brand shows the lowest increase in price among the general brands at the same time as the change values of the private brand. In the leading brand there is a gap of 112% between Rami Levy and Tiv Taam.
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