Fair Consumerism: Achva Strengthens with Significantly More Affordable Pricing

Encouraging consumer news: Against the backdrop of the cost of living and the continued struggle for the Israeli consumer's shopping basket, the savory cookie category is showing a significant downward trend in prices. According to StoreNext data for the cumulative period of October 2025 to September 2026, the average price per kg in the category fell from 46.25 NIS to 39.76 NIS, a decrease of approximately 14%. Along with the price reduction, changes in the market shares of leading brands are being recorded, indicating increased competition and expanding options for consumers.

Achva's "Mizrahi" cookies reached a 14% quantitative market share at an average price of 22.71 NIS per kg. This price is about half that of Abadi cookies, whose average price stands at 44.59 NIS per kg. StoreNext data also indicates a decline in Abadi's quantitative market share, from 67.67% in 2025 to 61.86% in the measured period. At the same time, the average price per kg of Abadi cookies fell by 3.6%, from 46.25 NIS to 44.59 NIS. The price gap illustrates the change occurring in the category: while the average price of Abadi cookies remains significantly high, Achva cookies offer consumers a more accessible alternative. While in 2025 the price of Abadi cookies was more than twice that of Achva cookies, today it is close to double.

According to Yuval Malach, VP of Marketing and Sales at Achva, the data reflects a significant change in the savory cookie category, where competition between brands is intensifying and strengthening consumers' ability to compare prices and choose alternatives based on their preferences and budget. Malach: "In a period where every shekel in the shopping basket matters, falling prices and expanding choices are significant news for the Israeli consumer."