The market for instant cocoa powder in Israel turns over NIS 53 million a year and is the fief mainly of Strauss, which has 87% of the market. Most of the sales are of its brand Shokolit. The second most-popular brand is Nesquik, sold by Osem, with a market share of less than 6%. Osem is controlled by Nestle and the Nesquik brand is sold internationally. Perhaps that international branding is why it costs 30% more by weight than Shokolit, though in practice the Nesquik sold here is made in Israel too, at Osem's plant in Sderot. But it doesn't cost much more in Israel than abroad, which is probably because no import transportation costs are involved.
Instant cocoa powder costs 18% less in Israel than in Britain and 11% more than in Florida. But if we factor in differences in basic wages, gaps develop. The minimum wage in Israel is NIS 22 per hour, versus NIS 35.90 in Britain and NIS 27.70 in Florida. Israelis work ten minutes more for that cup of cocoa than their friends in Britain or America.
*The price is an average based on at least the three largest supermarket chains in each country. The product is sold in Britain in 300 gram containers and in the U.S. in 400 gram containers, and the price was calculated relative to the Israeli 450 gram container.
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