Israel Cosmetics Products Market - Growth, Trends, and Forecasts (2023-2028)

Over the next five years, the Israel Cosmetics Products Market is expected to register a CAGR of 4.67 %.

High disposable income in Middle Eastern countries is responsible for the increasing demand for cosmetic products and the high penetration of luxury brands (like Dior, Guerlain, Clarins, Clinique, Lancôme, Estee Lauder, Shiseido, etc.). These brands are now paving their way into developing markets, like Israel and other Middle Eastern countries, at a fast pace, due to rising disposable income and an inclination to spend more on appearance. The growing demand for anti-aging products and innovative and eco-friendly packaging designs is contributing to the market's growth in the country.

The market is expanding due to growing fashion trends, major product innovation in formulation, an aging population, and new formats for cosmetic products like hair color and other skincare items. Most older adults who color their hair also use numerous anti-aging lotions and other remedies. The demand for cosmetics in the nation is anticipated to increase as a result. For instance, according to the Israel Central Bureau of Statistics, in 2021, although the younger age groups were the biggest, the number of senior citizens was also relatively high, with over 1.1 million people older than 65 years. Apart from these factors, the increasing working population is also a major factor that is driving people’s desire to look good and maintain an aesthetic sense.

Moreover, the significant rise in brand recognition and influence of cosmetic products through social platforms is further projected to propel market growth during the forecast period. The increasing awareness regarding natural ingredients-based cosmetics and their effects on the human body supports the inclination of consumers toward natural products and is expected to pave the way for natural products, thus contributing to market growth.

Israel Cosmetics Products Market Trends

Inclination Toward Vegan and Cruelty-free Cosmetics Products

The cruelty-free (no animal testing), vegetarian (no byproducts of animal slaughter), and vegan (no animal ingredients at all) beauty markets have exploded in recent years globally and have been finding their space in the Israeli market too. Additionally, with the advancement of vegan products in the country, Israeli consumers are paying extra attention to not only a particular shade of lipstick that suits them but also to how the lipstick is made. Animal-free alternatives may lead companies to produce lab-grown human skin samples for testing cosmetic products, and this ability to create samples on demand also increases the accuracy of results. As a result, the cost of natural or vegan cosmetic products is rising.Owing to the increasing employment rate in the country, consumers are prioritizing their skin and personal health, which is driving the growth of vegan and cruelty-free cosmetics products. For instance, according to the IMF, the number of employed people in Israel in 2021 reached 3.96 million and was forecast to continuously increase between 2022 and 2023 by a total of 0.1 million people (+2.42 percent). The number is estimated to amount to 4.25 million people in 2023. In addition, the increasing demand for vegan cosmetics among millennials and technological advancements are supporting the growth of the market studied.

Moreover, different government initiatives to simplify the importation of cosmetic goods are expected to support the growth of the market studied. For instance, the registration of cosmetics is necessary for anyone who intends to import and market cosmetic products in Israel. According to a new Israeli law, the registration process for importing cosmetic goods will be significantly simplified in 2021. The product license (approval), managed by the Israel Ministry of Health (MoH), has now been replaced by the notification process so that the product registration becomes immediate. The responsible representative representing the manufacturer or importer in front of the MoH can register or renew a cosmetic license online. Such initiatives are expected to support and boost the market’s growth during the forecast period.

Supermarket and Hypermarkets holds a Significant Share

Due to high consumer demand, major supermarkets are expanding their range of cosmetics, offering a diversity of products. The appeal led to the growth observed in the supermarket segment, causing boomers to seek safe exploration of various cosmetic products formulated with innovative technology and packaging. The trend of bulk shopping is increasing due to the increased income and busy lifestyles of consumers, and selling the products through supermarkets signifies the transaction-building strategy of the seller as it leads to increased impulse purchases by the consumer. However, buying from supermarkets has been a lengthy process for the customers due to the presence of a single major player in the country called Shufersal (or as most people called it, 'Supersol').

To address this demand and fill the gap, many other major supermarket chains, like 7-Eleven and Carrefour, have recently entered the market. For instance, in July 2022, the French retailer Carrefour announced that it had signed a franchise deal with Israel's Electra Consumer Products and its subsidiary Yenot Bitan. It stated that the agreement would result in the retailer building Carrefour-branded outlets in Israel by the end of 2022. Such major supermarkets entering the Israel market are expected to significantly improve the local shopping experience as well as customer purchasing power with better offers at more affordable prices. Moreover, many new cosmetic brands entering the market with their store openings are also expected to boost the market’s growth during the forecast period. For instance, in June 2021, makeup brand NARS opened its first store in Israel. The store, located in the Ramat Aviv shopping mall, is claimed to be the brand's largest in Europe and the Middle East.

Israel Cosmetics Products Market Competitor Analysis

The market studied is highly competitive, with many regional small- to medium-scale players and key global players such as Loreal S.A., Estee Lauder Companies Inc., and Revlon. In order to gain a competitive advantage, key players differentiate their offerings and compete on different factors, including product offerings, ingredients, packaging, price, functionality, and marketing activities. They are also keen on launching their own stores to attract more loyal consumers. Companies are increasing their investments in R&D and marketing, and they are expanding their distribution channels to maintain their position in the market. Moreover, companies are following strategies that include the provision of products through e-commerce (their own website and third-party websites) to facilitate a larger targeted audience. Key players in the market are Revlon, FARAN Cosmetics, Olea Essence, LOreal S.A., and Estee Lauder Companies Inc., among others.

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