The $24 billion kosher food market is projected to grow by 11.5% by 2025, with much of the growth behind mainstream products that have adapted kosher certification, new research showed.
In a release, Jacksonville, Fla.-based Kosher Network International said kosher remains the most popular product claim on food, despite dramatic increases in organic and gluten free labeled merchandise.
“The average basket of a kosher consumer is $75 on bi-weekly trips or $200 on single weekly trips and only 10% of these baskets come from the specialty kosher sections,” Deborah Shapiro, VP of Kosher Network International, said in a statement. “The rest of the basket is filled with mainstream grocery items that have adapted kosher certifications. Having the right kosher items in your store can drive total store sales.”
Israeli and Jewish food are trending, the group added. Led by searches for couscous, ptitim, challah and Israeli salad, Internet searches for Israeli and Jewish food recipe searches are up by 45%.
KNI’s JOYofKosher.com website has likewise seen increasing visits, with 2 million new patrons this year, and 60% of its traffic coming by search. That group noted that millennial parents – those between 25 and 35 with children — make up the majority of its new visitors and contributed to a diverse audience that no longer sees kosher as a niche category.
“What is surprising is that many manufacturers go through the expense of getting a kosher certification, then do nothing to tell the kosher consumer that their product is kosher,” Shapiro said. “It’s a missed sales opportunity to a fast-growing consumer base that is more diverse now than ever.”
Most of the Jewish and Muslim communities and health consumers eat some kosher food every day, but chances are they’re not aware of it. Take a walk down the aisle of any supermarket and you will see that the kosher symbol appears on close to 70% of America’s kosher certified foods, from the coveted Oreo to the thirst-quenching Coca-Cola. Over $150 billion of kosher certified products are consumed annually, and spending continues to rise dramatically.
The CK logo has become an increasingly important marketing device, which generates additional revenues by expanding the size of the market. CK Certification gives a product a competitive edge that makes it sell faster, thus causing supermarkets to favor brands with certification. That also means that CK certification can lead to an increase in a company’s private label business.
There is clear evidence that a kosher symbol boosts market share, that a kosher product can win more favorable shelf space, and that when positioned next to a competing non-kosher brand, a kosher product will do better by 20%. This data has remained constant even in smaller cities, far from city with heavy concentrations of kosher Jews. (Source: Integrated Marketing Communications.)
Getting kosher certification is an investment your company makes in order to increase market reach and share. We are ready to support you in any way we can to achieve your goals.
Most importantly, be sure that all of your certified products, whether retail or industrial, feature the CK logo prominently on the label or packaging, as well as in your advertising. This will not only help your sales, but will also make your products easily identifiable as kosher by food industry personnel, kosher inspectors, and consumers throughout the world.