New Report Available: Soft Drinks in Israel
Driven by the national deficit, the second VAT rise within two years imposed elevated prices. In addition, the tumultuous impact of the 2012 social protests regarding high living expenses weakened, preparing the ground for companies to raise prices. The government policies raised awareness among consumers, who in turn adapted a more thrifty buying mentality in attempt to lower expenses. Consequently, soft drinks were regarded more as indulgence products than as staples.
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