June 25, 2018

Many Kosher Companies Look to Expand to Mainstream Market

New York…Nearly 40% of all exhibits at the upcoming Fancy Food Show (June 30-July 2, Jacob K. Javits Convention Center, NYC) will feature a kosher symbol, almost double from just 8 years ago. Some will feature table tents with such messages as “We are OU (or other symbol) Kosher,” a sign that the kosher symbol is an important marketing tool. Many exhibitors in 2017 told Kosher Today that the kosher symbol helped them get customers, particularly retail and health care institutions. One even put the odds at double what it would be without the kosher symbol. Less than 10% of the kosher certified exhibitors were from the “ethnic kosher” or companies that primarily cater to the core Orthodox market. Those that did exhibit said that they were looking to make inroads into the mainstream market, a new sense of security as the quality of their products has improved. There is a widespread feeling amongst many ethnic kosher manufacturers that their next opportunity is in mainstream, particularly those that have upgraded their packaging and are able to claim such health benefits as gluten-free, fat-free or sugar-free. Some say that with the rapidly growing core kosher market, there is sufficient room for growth in the kosher market. The dreamers are hoping for both!