As published in Kosher Today, the leading kosher focused newsletter, Promar International, a marketing consulting agency, reports that the kosher category is predicted to be among the top “largest value/volume growth” categories in this decade. Many consumers consider kosher products as healthier as and safer than their non-kosher counterparts.”
Who is the kosher buyer?
This group includes vegetarians, Muslims, Buddhists, Jews, lactose intolerant persons and more. It has been reported that the kosher buyer is getting younger and hipper, and the market broader. For many it is “cool” and trendy to buy kosher products. Kosher eaters prepare more meals at home than the general consumer population.
What is the kosher consumer seeking?
Kosher eaters are similar in their needs to most American consumers. The kosher consumer is seeking gourmet, delicious and healthy products that “happen” to be kosher certified. The “Kosher is better” buyers, those consumers who have become concerned with ingredient awareness, purchase kosher products because they perceive an extra step of cleanliness, purity and ingredient transparency. Kosher food enables them to raise their “eating consciousness”.
Many consider the kosher mark to be an extra assurance of clarity in labeling. For example, it is well known that kosher meat undergoes extra inspection and is, in fact, rushed to market. Kosher greens are checked carefully for insect infestation. Also, products marked non-dairy that are kosher certified are carefully scrutinized
Kosher Growth and expansion in retail
Due to the growing trends in kosher, many supermarkets and warehouse clubs are actively seeking kosher certified products and expanding their kosher offerings. See www.koshertoday.com November 16, 2009 report. Some retailers, such as Trader Joe’s, have published in-store kosher directories. Products in almost ALL food categories are now available with kosher certification. Several cruise ship lines have chosen to provide kosher options – as have several leading hotel chains, airlines and sports arenas.
“Look for the kosher label”
The conclusion: When making product selection and allotting shelf space, supermarkets, food warehouse stores and food distributors are becoming more aware of the added value of selecting the kosher certified product, due to the type of shopper that it helps attract. Along with price, quality, and promotional considerations, kosher certification is becoming an important consideration when choosing like products for shelf space. When two products are basically equal, the wise-buy choice for the buyer is the product with the kosher certification symbol. This symbol insures the add-on sale; although the symbol is barely visible, it is a magnet to the kosher shopper.
Supermarkets, discounters, markets and food warehouses are realizing that by attracting the kosher shopper – they are attracting a shopper who spends more on food, shops more often and is often more affluent. The kosher shopper, although still price conscious, is similar to the “specialty” food shopper, often willing to spend a little extra on an item. This shopper is seeking a one-stop shop – stocked with a wide array of kosher certified product, and gourmet items. This shopper joins warehouses and discounters sensitive to their needs; and supports specialty, organic and healthy grocers that offer hard to find items and gourmet ingredients.
Our Consulting Rabbinical Advisor
KosherEye is grateful to our consulting rabbinical advisor, Rabbi Reuvein Stein, for his continuing advice and guidance. Rabbi Stein is Director of Supervision of the Atlanta Kashruth Commission (AKC), widely known as the “peach k’ kosher certification symbol. For more information: www.kosheratlanta.org.