חיפוש

The Israeli consumer- health conscious or indulging?

Though health trends are continuously growing and affecting the market, there are certain consumer habits that just can't be broken.

Health awareness has had a profound impact on the packaged food industry in recent years. More and more consumers are trying to buy healthier ingredients and avoid certain foods, and the market has adjusted accordingly as there is a growth in bread alternatives, and products with reduced fat, reduced sugar, etc.

The government has also latched on to this trend; in 2020 a product marking law will be set in motion, forcing products with high levels of sodium, fat, or sugar to be marked with a red label displaying that they are unhealthy. This regulation will influence many foods, and appropriately, many companies are gearing up for this change and adjusting the ingredients and amounts of certain ingredients that they put in their products. There are, however, groups of products that likely will not be as affected by this law as they are less effected by health trends despite not being healthy. These are indulgent snacks that will most definitely be labeled with a red label; however, consumers are already aware that they aren't healthy. For example, premium chocolates, extravagant cookies or cakes, fancy ice creams, or even special flavored savory treats. Consumers buy these products not to just have a snack, but to indulge themselves with something extra special. Consumers will look for the most extravagant treat in order to make their indulgence as enjoyable as possible.



This trend goes hand in hand with on-the-go consumption, and impulse shopping. The current generation is very impulsive, always seeking to improve the here and now. Consumers try to limit this indulgent consumption and maintain healthy lifestyles by not bringing unhealthy snacks into their homes and eating healthy meals, but what ends up happening is that they buy treats, sometimes impulsively, at check-out counters or kiosks, which ends up being more expensive. Selling more individual treats is more profitable for companies, and therefore this trend is expected to develop even further as more companies will develop in this market.

The impulsiveness can also be seen when looking at ice cream for example; bulk ice cream has been decreasing recently while single portion has been increasing in the market. This is because consumers would rather buy something small that’s extra special occasionally than buy a tub of ice cream to keep in the freezer that is less impulsive. This is the same with chocolate countlines which are rising, whereas multi-packs of chocolates are decreasing, demonstrating growth in impulse consumption.