Israel continues to be a lucrative market for infant formula. The country presently witnesses two major brands i.e. Materna and Similac and also observes presence of small players trying to get a share of the market. Infant formula has driven the sales of baby food products in Israel owing to marketing of these formulas in hospitals. The mothers continue to use the same formula which they received as a sample through all the stages of child’s infancy. The new law proposed by Knesset forbids marketing of mother’s milk substitutes in the hospitals or maternity wards and requires mothers to sign a consent form before their babies get formula. The new law is anticipated to impact the sales of the largest segment of baby food in Israel. Despite of such changes infant formula will continue to dominate the baby food revenues in Israel and is anticipated to account for more than 53% of the entire baby food market in the country.
“Another factor which has significantly contributed towards the growth of infant formula was distribution of free samples of infant formula to the new mothers in the maternity ward in different government hospitals of the country. The mothers continued to use the same brand of formula which they got from the hospital throughout their child’s infancy.”- According to the research report ‘Israel Baby Food Industry Outlook to 2017’ by Ken Research.
Israel is an important market for baby drinks as well as finger foods; however, these sectors are still in their infancy stage elsewhere in the Middle East. Nonetheless, there is a potential for further growth, and rising purchasing power of women is expected to generate demand for quality baby food products in the country.
The report provides detailed overview on the baby food market of Israel and helps readers to identify the ongoing trends in the industry and anticipated growth in future depending upon changing industry dynamics in coming years. The report will help industry consultants, baby food companies and other stakeholders to align their market centric strategies according to ongoing and expected trends in future.
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