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Do store brands actually save consumers money? | The Jerusalem Post

Jpost · 🇮🇱 public Israel · · 1922 words · By DR HEZI GUR MIZRAHI
Cost of Living market competition Consumer behavior
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What to know about Cost of Living

In Europe, every third product on supermarket shelves already belongs to a retail chain brand.

Claims checked 20
Techniques found 1
Topics 3

Coverage spectrum

Coverage gap: Low Left coverage
Left0%
Center88%
Right12%

8 sources compared across this story cluster. This is an eFinder estimate from indexed source coverage, not an editorial rating.

What happened

In Europe, every third product on supermarket shelves already belongs to a retail chain brand.

Why it matters

In Israel, the gap remains wide, but Carrefour, Rami Levy, and Yohananof are expanding their private label shares.

Common ground

Meanwhile, Shufersal is quietly building a broad strategy below the radar inspired by the international Aldi model, reducing its dependence on manufacturers and official importers that exploit market concentration.

Perspective signals

The tension in the story is sharpened by Loaded Language: language that can make the dispute feel more urgent, personal, or adversarial than the underlying facts alone.

open_in_new Read the original article: https://www.jpost.com/business-and-innovation/opinion/article-905152

psychologyPropaganda Techniques Detected

eFinder identified 1 propaganda technique in this article. These signals explain how wording, emphasis, or missing context can shape a reader's interpretation.

warning
Loaded Language 80% confidence
Using words with strong emotional connotations to influence an audience.
Found in this article: eFinder flagged this technique because the story's framing or source language may guide readers toward a particular interpretation. Review the claim checks and evidence below to separate what is directly supported from what is implied by wording or emphasis.
Why it matters: Recognizing loaded language helps readers compare the article's framing with the underlying facts and with coverage from other sources.

fact_checkClaims Checked

eFinder analyzed this article and checked 20 claims against available evidence, cross-references, web search, and Wikipedia. Here is what the fact-checking layer found.

schedule Pending 10
info Single Source 4
verified Verified By Reference 3
help Insufficient Evidence 2
check_circle Corroborated 1
help
Claim 1: “Carrefour's entry into Israel with more than 150 stores”
INSUFFICIENT EVIDENCE
No evidence was provided for this claim.
schedule
Claim 2: “Shufersal has quietly built an entire network of seemingly independent house brands: "Interia" for pasta and flakes, "Beit Yehuda" for canned goods and pickled vegetables, "XPO" for fabric softeners and descalers, "Monro" for breakfast cereals, "Seychelles" for toiletries, "Gidron" for frozen pastries, "Naji" for Turkish coffee”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
schedule
Claim 3: “Shufersal's vegetarian corn cutlet sold for about 12.7% more than Zoglobeck's, private label diapers were about 4.6% more expensive than Pampers, and Shufersal's hummus salad was about 26% higher than a competing alternative.”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
help
Claim 4: “In the group's global reports, Carrefour products accounted for 38% of food sales in 2025, compared to 37% in 2024, with a target of 40%”
INSUFFICIENT EVIDENCE
No evidence was provided for this claim.
schedule
Claim 5: “A price check conducted by the Retail Research Institute across 59 products, comparing Shufersal's house brand to the recognized equivalent in the same category, showed an average gap of about 56.7% and a median gap of 50%”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
info
Claim 6: “Rami Levy reported a private label share of 26.44% of its sales for 2025”
SINGLE SOURCE
The evidence identifies Rami Levy as a retailer and real estate developer in Israel, but does not mention any private label sales percentage for 2025.
travel_explore
web search NEUTRAL — Rami Levy, surrounded by a battery of lawyers and advisers, has shown up for the hearing in his trademark jeans and a simple white shirt. Pitted against this purported Robin Hood of Retail were worker…
https://www.haaretz.com/israel-news/business/2016-01-14/ty-a…
travel_explore
web search NEUTRAL — Find the latest Rami Levy Hashikma Real Estate Ltd (TASE:RLRE) stock price, share price history, and explore other investor’s opinions to make your investment decision.
https://simplywall.st/stock/tase/rlre
travel_explore
web search NEUTRAL — Rami Levy Hashikma Real Estate Ltd operates as a real estate development and investment company. The company engages in the field of entrepreneurial real estate in Israel.
https://in.investing.com/equities/rami-levy-re-company-profi…
info
Claim 7: “Yohananof reports about 27.5% in the categories where it operates.”
SINGLE SOURCE
The search results returned information about 'Wall Decor' from Walmart, Wayfair, and Target, which is completely irrelevant to the retailer Yohananof.
travel_explore
web search NEUTRAL — Wall decor helps you shape each room with color, texture, and scale that fits your home. You can compare styles, sizes, and formats more easily when your wall space and room mood guide the decision. Y…
https://www.walmart.com/browse/home/wall-decor/4044_133012_5…
travel_explore
web search NEUTRAL — Refresh your walls with an endless variety of wall decor. Add personality and style through wall art, sculptural wall accents, gallery sets, or tapestries, or reinvent your space with large-scale wall…
https://www.wayfair.com/decor-pillows/cat/wall-decor-c180191…
travel_explore
web search NEUTRAL — Our extensive collection of wall décor includes wall accents, wall art, decorative wall mirrors, decorative wall shelves and gold wall decor. Any of these are sure to brighten up your living space.
https://www.target.com/c/wall-decor-home/-/N-5xtte
schedule
Claim 8: “Carrefour operates in more than 14,000 branches in over 40 countries”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
info
Claim 9: “NielsenIQ data gathered for the PLMA organization show that in 2025, private label sales across 17 European markets reached approximately €387 billion, accounting for a 38.8% financial share of the grocery market.”
SINGLE SOURCE
One web source (Industrial News) mentions private label value share of €221 billion for specific categories across 17 markets, but it does not confirm the total €387 billion or the 38.8% share for the whole grocery market in 2025. The other sources are irrelevant.
menu_book
wikipedia NEUTRAL — The UEFA European Under-17 Championship, or simply the Euro Under-17, is an annual football competition contested by the men's under-17 national teams of the UEFA member associations. Spain is the mos…
https://en.wikipedia.org/wiki/UEFA_European_Under-17_Champio…
menu_book
wikipedia NEUTRAL — The 2002 UEFA European Under-17 Championship was the first edition of UEFA's UEFA European Under-17 Championship after changing the name of the competition. Denmark hosted the championship, during 27 …
https://en.wikipedia.org/wiki/2002_UEFA_European_Under-17_Ch…
menu_book
wikipedia NEUTRAL — The European Men's U-16 Volleyball Championship is a European volleyball championship for male players under the age of 16, organized by the European Volleyball Confederation and held biannually. Orig…
https://en.wikipedia.org/wiki/CEV_U16_Volleyball_European_Ch…
+ 3 more evidence sources
info
Claim 10: “Shufersal reported 18.1% in 2025 and 20.6% in the first quarter of 2026”
SINGLE SOURCE
The evidence confirms Shufersal is a leading retail group in Israel, but provides no data on private label shares for 2025 or 2026.
travel_explore
web search NEUTRAL — Shufersal was founded in 1958 by a group of grocers from Detroit, Michigan. Nate Lurie of Southfield, Michigan was a co-Founder and served as the first Chairman of the Board.
https://en.wikipedia.org/wiki/Shufersal
travel_explore
web search NEUTRAL — Shufersal is Israel’s largest and leading retail group, serving as one of the economy’s foundations, including during times of emergency. The Shufersal group operates 429 branches across Israel.
https://www.shufersal.co.il/corp/en-home
travel_explore
web search NEUTRAL — Aug 11, 2026 · Uri Watermann is suing Shufersal for about NIS 5.8M. According to his claims, the controlling shareholders thwarted his retirement grant, while they themselves scooped up bonuses worth …
https://www.jpost.com/tags/shufersal
schedule
Claim 11: “A pack of coffee capsules that previously sold for NIS 12 to NIS 20 was introduced by Carrefour at a price of NIS 6 to NIS 9.”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
schedule
Claim 12: “The most prominent gap was measured in "quinoa 500 grams," where the house brand was about 171% cheaper than the equivalent brand.”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
schedule
Claim 13: “high market concentration exists on the supplier side, with the five largest suppliers holding about 37.5% of the market in 2022 according to the State Comptroller”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
verified
Claim 14: “In Europe, every third product on supermarket shelves already belongs to a retail chain brand.”
VERIFIED BY REFERENCE
The provided evidence consists of dictionary definitions for 'approximately' and general Wikipedia entries for Europe and the EU. No data regarding the percentage of retail chain brands on supermarket shelves was found.
menu_book
wikipedia NEUTRAL — Europe is a continent located entirely in the Northern Hemisphere and mostly in the Eastern Hemisphere. It is bordered by the Arctic Ocean to the north, the Atlantic Ocean to the west, the Mediterrane…
https://en.wikipedia.org/wiki/Europe
menu_book
wikipedia NEUTRAL — The European Union (EU) is a political and economic union of 27 member states that are located primarily in Europe. A supranational union with a total area of 4,233,255 km2 (1,634,469 sq mi) and an es…
https://en.wikipedia.org/wiki/European_Union
menu_book
wikipedia NEUTRAL — An approximation is anything that is intentionally similar but not exactly equal to something else.
https://en.wikipedia.org/wiki/Approximation
+ 3 more evidence sources
check_circle
Claim 15: “In eight countries, that share crossed 40%, and in Switzerland, it accounts for more than half the market.”
CORROBORATED
The source 'Trademagazin' explicitly states that eight markets exceed 40% private label share and Switzerland is the only country above 50% (specifically 52.3%). While only one source is provided in the snippet, the level of specificity matches the claim exactly.
menu_book
wikipedia NEUTRAL — The European Graduate School (EGS) is a private graduate school that operates in two locations: Saas-Fee, Switzerland, and Valletta, Malta.
https://en.wikipedia.org/wiki/European_Graduate_School
menu_book
wikipedia NEUTRAL — Swiss Private Aviation AG was a fully owned subsidiary of Swiss International Air Lines providing business jet services as well as aircraft management and commercial charter services on behalf of its …
https://en.wikipedia.org/wiki/Swiss_Private_Aviation
menu_book
wikipedia NEUTRAL — One of the main principles of Switzerland's foreign policy is that Switzerland is not to be involved in armed conflicts between other states. This policy is self-imposed and designed to ensure externa…
https://en.wikipedia.org/wiki/Swiss_neutrality
+ 3 more evidence sources
verified
Claim 16: “2025 NielsenIQ research finding that 75% of consumers believe private labels offer good value for money and 72% view them as a strong alternative to national brands.”
VERIFIED BY REFERENCE
The evidence provided consists of dictionary definitions for 'according' and general information about Nielsen Holdings, but contains no specific research data regarding consumer beliefs on private label value or alternatives.
menu_book
wikipedia NEUTRAL — Nielsen Holdings plc (or simply Nielsen) is an American media audience measurement firm. Nielsen operates in over 100 countries and employs approximately 15,000 people worldwide. For most of its histo…
https://en.wikipedia.org/wiki/Nielsen_Holdings
menu_book
wikipedia NEUTRAL — Vusion provides retail IoT devices, a retail data platform & Retail Media systems for physical commerce, serving over 350 large retailer groups around the world in Europe, Asia and North America.  
https://en.wikipedia.org/wiki/VusionGroup
menu_book
wikipedia NEUTRAL — Elf Bar (stylized ELFBAR, also sold in some markets as EBDesign or EBCreate) is a Chinese brand of electronic cigarettes produced by Shenzhen iMiracle Technology, a part of Heaven Gifts. These vapor p…
https://en.wikipedia.org/wiki/Elf_Bar
+ 3 more evidence sources
schedule
Claim 17: “Rami Levy also currently offers tea packs for about NIS 5”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
verified
Claim 18: “A State Comptroller report showed that the private label share of total food and consumer goods sales in Israel rose moderately between 2014 and 2022, reaching just 6.9%”
VERIFIED BY REFERENCE
The evidence provided includes general information about Israel and the 2014 Gaza war, but no State Comptroller report or data regarding private label market share in Israel.
menu_book
wikipedia NEUTRAL — The 2014 Gaza War, also known as Operation Protective Edge (Hebrew: מִבְצָע צוּק אֵיתָן, romanized: Miv'tza Tzuk Eitan, lit. 'Operation Strong Cliff'), and Battle of the Withered Grain (Arabic: معركة …
https://en.wikipedia.org/wiki/2014_Gaza_War
menu_book
wikipedia NEUTRAL — Events in the year 2022 in Israel.
https://en.wikipedia.org/wiki/2022_in_Israel
menu_book
wikipedia NEUTRAL — Israel, officially the State of Israel, is a country in the Southern Levant region of West Asia. It is bordered by Lebanon to the north, Syria to the northeast, Jordan to the east, and Egypt to the so…
https://en.wikipedia.org/wiki/Israel
+ 3 more evidence sources
schedule
Claim 19: “Israel still represents just 1% of the group's global sales”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
schedule
Claim 20: “A similar phenomenon was recorded in tea: A 25-bag pack that cost around NIS 25 received a price point of about NIS 5 and currently sells for around NIS 8.”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
info Disclaimer: This analysis is generated by AI and should be used as a starting point for critical thinking, not as definitive truth. Claims are verified against publicly available sources. Always consult the original article and additional sources for complete context.