In 2025, surface care in Israel saw modest current value growth of 5%, with sales reaching ILS652 million. The market's performance was shaped by a mix of economic pressure and rising expectations for product performance and convenience. High living costs meant many households remained cautious with their spending, reinforcing demand for multipurpose cleaners, larger formats and private label products.

In 2025, the dishwashing category in Israel saw modest current value growth of 5%?to reach sales of ILS580 million, driven by a combination of economic pressure and rising appliance adoption. Growth was heavily influenced by the increasing penetration of modern and smart dishwashers, which supported the expansion of auto-dishwashing tablets, gels and multifunctional capsules.

In 2025, the toilet care market in Israel saw a continuation of trends that drove both volume and value growth, albeit at different paces. Retail volume sales of toilet care products were up by 2% on the previous year, while current value growth reached 6%.

The home care market in Israel recorded 5% current value growth in 2025, driven by price increases and a shift towards premiumisation, with retail sales reaching ILS3.5 billion. This growth indicates polarised consumer behaviour, with value-driven private label products and upgraded, sensorial or convenience-led formats coexisting alongside each other. The market is attractive due to its steady growth and the potential for innovation in product formats and sustainability. To succeed, brands shou

In 2025, the bleach category in Israel experienced multifaceted growth driven by consumer demand for multifunctional products. Multifunctionality was a key trend shaping the bleach category, with consumers seeking products that could disinfect, remove stains and deodorise in a single application. This trend supported demand for enhanced gel bleaches and thicker, splash-controlled formats, which offered safer handling and broader household use beyond toilet cleaning alone.

In 2025, polishes in Israel showed positive current value growth of 4%, albeit mainly driven by price increases rather than real expansion in usage. Retail volume remained in decline, as many households relied more on multipurpose surface cleaners and furniture sprays instead of traditional polishes. Trends in home décor, such as less real wood and more laminates and easy-care materials, have reduced the need for dedicated polishing products. However, it should be noted that the volume decline i

In 2025, home insecticides in Israel saw steady current value growth of 5%, driven by ongoing pest pressures in densely populated urban areas, particularly cockroach problems in apartment buildings and older housing stock. The relatively stable economic conditions allowed households to continue treating pest control as a hygiene essential rather than a discretionary purchase. This stability supported demand for core products.

In 2025, laundry care in Israel recorded modest current value growth of 5% to reach sales of ILS1.5 billion. This was driven more by earlier price increases and premium formats than by strong volume gains, as volume sales increased by less than 1%?in the same year. In addition to price rises, the current value growth was attributed to consumers trading up to premium products such as liquids, gels and capsules that offer convenience, cold-wash performance and mood-boosting fragrances.

In 2025, the air care category in Israel saw modest current value growth of 6%, driven by a shift towards premium and wellness-orientated formats. The retail sales of air care in Israel reached ILS189 million in 2025, with growth supported by rising demand for higher-quality fragrances, natural ingredients and sophisticated diffusion formats. The demand for premium reed diffusers, gel-based formats, and long-lasting plug-ins increased, while traditional low-cost aerosols lost visibility on shelv

Affordability was the defining force behind away-from-home tissue and hygiene in 2025, as ongoing economic and budgetary pressures shaped purchasing decisions among institutional buyers. Value growth continued, with msp sales reaching ILS534 million, supported by a 6% increase in the average manufacturer selling price following several years of elevated input costs in pulp, energy, and labour. However, volume performance was closely linked to activity in key end-user settings such as hospitality

In 2025, nappies/diapers/pants in Israel registered continued growth, with retail value sales reaching ILS933 million and expanding by 7% from the previous year, even as retail volume growth moderated to 2% for a total of 839 million units. This performance stands out in a mature environment marked by a structurally constrained birth rate and a reliance on replacement rather than new user growth. The combination of stable demographic fundamentals, with Israel’s total population reaching 10.1 mil

Tissue and hygiene in Israel demonstrated robust resilience in 2025, advancing in value by 6% to ILS4.5 billion, reflecting continued demand for essentials even as inflation moderated and GDP growth stabilised at 2%. Performance aligned with broader regional patterns of essential goods’ stability but was distinguished by a particularly pronounced consumer focus on affordability, with price sensitivity driving routine preference for promotions, larger pack sizes, and cost-efficient options. The e

Menstrual care in Israel in 2025 was shaped by persistent cost-of-living pressures, resulting in a 1% retail volume decline to 860 million units, while value sales continued to rise, driven almost exclusively by price increases. The annual growth rate in current value terms reached 5%, with total sales climbing to ILS701 million. The impact of inflation and price sensitivity prompted consumers to prioritise essential products that delivered reliable performance at accessible price points, suppor

Retail tissue in Israel delivered modest value growth of 6% in 2025 to reach ILS1.8 billion, while volume sales grew by 2% to 77,308 tonnes, a notable improvement on 2024’s softer growth, but still below pre-pandemic momentum. This performance was shaped by ongoing inflationary pressures and elevated production costs, especially for pulp, energy and logistics, while price growth moderated compared to prior years, reflecting a stabilising but still cautious consumer environment. In this context,

In 2025, wipes in Israel delivered strong current value growth, with retail sales reaching ILS754 million, up 7% from the previous year. This performance outpaced the broader consumer expenditure trend, and stood out within the context of persistent inflation, which reached 3% in 2025. Israeli consumers continued to rely on wipes as a daily essential, but ongoing cost pressures, including higher input and logistics costs, drove both unit price increases and visible pack size reductions. Personal

Retail adult incontinence in Israel in 2025 experienced steady growth in both volume and value terms, with retail volumes reaching 65 million units and value sales totalling ILS304 million. This growth reflects the resilience of demand, which is underpinned by structural demographic factors such as a rise in the ageing population, specifically, those aged 65 and over, who numbered 1.3 million in 2025. Despite ongoing economic volatility and the constraints of elevated living costs, demand for re

In 2025, rx/reimbursement adult incontinence in Israel demonstrated a steady performance, with growth shaped almost exclusively by structural and macroeconomic pressures rather than by innovation or expansion in product offerings. Volume reached 36 million units, up 3% from the previous year, while value rose to ILS97 million, reflecting a 7% increase. This performance was underpinned by a focus on affordability, as reimbursement budgets and tender frameworks maintained a strict emphasis on cost

Value sales of sauces, dips, and condiments in 2025 were supported by rising prices, including a 1% VAT increase, as well as higher costs for water, electricity, and production. Consumers responded by cooking more at home, driving demand for pasta, tomato-based sauces, herbs and spices, and condiments. Tomato pastes and purées saw the strongest growth, benefiting from the popularity of Italian cuisine.

Value sales of edible oils rose in 2025, driven by higher prices, higher VAT, and supply disruptions from droughts, damaged olive farms, and the Red Sea crisis. Olive oil led growth, with local harvests affected by the Israel-Hamas War and Turkish imports halted, forcing reliance on costlier European sources. Overall, supply shortages and import challenges kept prices high, sustaining strong value growth in the year.

Value sales of sweet spreads continued to rise in Israel in 2025, supported by price increases, including the 1% VAT hike and higher import costs for products like Nutella. Chocolate spreads saw the strongest value growth but experienced the largest volume decline as high prices and health concerns forced consumers to cut back. In contrast, honey and nut and seed based spreads performed well in both value and volume terms, benefiting from their positioning as healthier, higher-quality options.

The Israeli economy continued to face significant strain in 2025, driven by ongoing political instability due to the conflicts with Hamas and Iran. Economic uncertainty persisted throughout the early summer, with inflation fluctuating (rising from 3.1% in May to 3.3% in June before easing back to 3.1% in July) despite earlier optimism that conditions were stabilising. Although the Bank of Israel projected annual inflation of 1-3%, it had already exceeded this target by mid-year. As a result, the

Value sales of meals and soups continued to rise in Israel in 2025, primarily due to price increases, including a VAT hike and Unilever’s price adjustments on soups. Knorr soups saw particularly sharp increases, adding pressure on consumers already affected by rising prices due to the Israel-Hamas conflict. Prepared salads was the best performing category in the year, driven by convenience, on-the-go consumption, health and wellness trends, and the growing popularity of vegan options.

Cafés/bars remained under pressure in 2025 as the Israel-Hamas war kept consumers away from outlets, forcing widespread closures. In addition to security concerns, economic uncertainty and increased costs were key challenges for players.

Against the backdrop of a challenging landscape, consumer foodservice through travel performed better than other locations, aided by signs of recovery in the first half of the year. Economic uncertainty and costs of living challenges have dampened demand across the board, putting all locations under financial pressure.