With a GDP per capita of $36,000 per year, a sustained growth, and almost full employment, Israel represents a lucrative market for cosmetics players. At Cosmed’s congress dedicated to international cosmetics regulations held in Paris on March 23, 2018, Brigitte Benhayoun, Export Adviser at the Tel-Aviv Business France office, unveiled the keys for successfully entering the cosmetics Israeli market.
The cosmetics industry is doing well in Israel. It is estimated at two billion euros a year and covers perfumery and makeup, as well as hair, tooth, and body care. The average basket – in beauty – amounts to 150 euros per year and per person, just like in Europe.
Trends
Israeli women prefer to buy whole ranges of the same brand. To them, it is a guarantee for know-how. The most popular products include anti-aging skincare and organic products, to limit the pollution impact, but also sunscreen products. ‘Israel actually enjoys 300 days of sunshine per year, so for them it is essential to be protected,’ Brigitte Benhayoun emphasized. The men’s skincare offering has changed a lot, but it is still sidelined. ‘It rather corresponds to Western consumption patterns. It should not be forgotten that Israel is an Eastern country,’ Brigitte Benhayoun reminded.
An import market
Most cosmetics consumed on the Israeli soil come from foreign countries. In 2017, the country imported almost 700 million products. France is the main supplier, with 44% of market shares (far ahead of the United States and Switzerland). A few French brands and groups have actually started developing their …
