The Carrefour retail chain is launching for the first time in Israel a series of oral hygiene products under the European private label "Carrefour Soft" - a move that is making waves in a market that has so far been stable and concentrated, and illustrates how government policy can change the rules of the game.
The new series includes dozens of products for adults and children - toothpastes, mouthwashes, brushes, dental floss and complementary accessories, which have been odontologically tested and developed to European quality standards.
Among other things, an organic series based on natural ingredients, without synthetic additives, preservatives or food colorings, was also launched. The products are sold at prices tens of percent lower than the current price in the category: for example, toothpaste to protect against cavities for 5.90 NIS, mouthwash for 8.90 NIS and family toothbrushes for only 8.90 NIS. Children's products are also offered in customized flavors and at affordable prices - from 5.90 NIS to 11.90 NIS.
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Behind the move is the reform of parallel imports led by Economy Minister Nir Barkat, which aims to remove regulatory barriers and allow standard products marketed in Europe to enter the Israeli market. In this case, what is good for Europe is indeed good for the Israeli consumer.
Indeed, Carrefour's entry into the oral hygiene category is beginning to shake up the market.
Industry sources report that major suppliers are being forced to respond with deep dives and containment measures in an attempt to maintain their market share. According to them, this is a move that demonstrates how real competition - and not just regulation or statements - can actually lower prices.
Carrefour notes that this is another step in the chain's expansion strategy in Israel, which is designed to offer a quality and more affordable alternative in almost every category in the supermarket. "Our goal is to import the European quality standard to Israel - without hurting your pocket," the chain said.
The series' products are available at all Carrefour branches across the country and on the chain's online website, and the products are kosher.
