Price Gap Exceeds 1,000 Shekels Among Israel's Top Pharmacy Chains
As summer begins, demand rises for hair and body care products alongside essential oral and feminine hygiene items. A unique price comparison was conducted on 200 identical products across Israel's three leading pharmacy chains: Super-Pharm, Rami Levy's Good Pharm, and Shufersal's Be. The study revealed a significant price disparity, with the total cost of the basket ranging from 5,128.22 shekels at Good Pharm to 6,155.74 shekels at Super-Pharm, a difference of 1,027.52 shekels or nearly 20%.
Good Pharm was the cheapest for 83 products, Be for 61, and Super-Pharm for only 29. Conversely, Super-Pharm was the most expensive for 138 products. In 76 items, the price gap exceeded 50%, and in 11 products, the cost difference was more than double. The competition pattern showed Shufersal's Be focusing on hair and body care, where it was about 4.5% cheaper on average than Good Pharm, winning 40 products to Good Pharm's 34. However, in oral hygiene, including toothpaste and electric toothbrushes, Good Pharm led with an 11.7% average advantage and won 37 products compared to Be's 17.
Notably, an Oral-B electric toothbrush was priced at 199.90 shekels at Good Pharm, 279.92 shekels at Be, and 349.90 shekels at Super-Pharm. This selective competition contrasts with food retail, where Shufersal and Rami Levy compete broadly across categories. Super-Pharm, the oldest and largest chain, was generally the most expensive, averaging 23.9% higher prices in hair care and 26.9% in oral hygiene, though it offered competitive pricing on select niche brands and promotions.
For consumers, the findings suggest no single pharmacy chain offers the best prices across all categories. Smart shoppers should split purchases: hair and body care products are best checked between Be and Good Pharm, while oral hygiene items, especially electric toothbrushes, are usually cheapest at Good Pharm. The 1,027 shekel difference in a 200-item basket highlights the importance of price awareness amid rising living costs. Although the sample basket is larger than typical consumer purchases, averaging about 20 items, it reflects overall pricing trends. Additionally, Super-Pharm and Be provide pharmacy services and professional advice, adding value beyond price. Smaller players like Adika and leading cosmetic stores also offer opportunities to avoid large price disparities on specific items.
