Hanukkah brings with it the scent of latkes frying in oil, the light of candles, and family joy, but this year it also raises consumer and economic questions. Sufganyot, the other traditional food of Hanukkah, are no longer just a culinary symbol of the holiday – they are also a consumer product that challenges the family budget.
This year, we are seeing a rise of over 20% in donut prices compared to last year, an increase that doesn’t reflect higher raw material costs or production expenses, but rather a desire for increased profits from producers and marketers. The market is divided between basic Sufganyot at an affordable price and premium Sufganyot that represent luxury and fine dining.
It’s not just the ready-to-eat Sufganyot where we notice the high cost of living, but also in products for homemade preparation, with a price gap of up to 138% between different chains.
Classic or Premium?
The classic donut, filled with jam and dusted with powdered sugar, is still the most popular choice among consumers. The reason for this is not just nostalgia but also economic accessibility.
A survey we conducted at 14 supermarket chains shows that the lowest price for a basic donut is NIS 1.90 at the Rami Levy chain, while the highest price is NIS 5.90 at chains like Shufersal Sheli and AM:PM. Promotions in different chains allow for significant savings: For example, the Yesh Chesed chain offers four Sufganyot for NIS 10, while the Carrefour chain offers six Sufganyot for NIS 21.
However, the situation is different when comparing prices to last year. For example, the price at the Rami Levy chain in the neighborhood rose from NIS 4.90 to NIS 5.90 – a 20% increase. At the same time, the chain reduced the price by 50% at its discount stores as part of a marketing strategy, aiming to attract consumers with holiday products – just like they did with honey jars at Rosh Hashanah and matzah flour at Passover.
Alongside classic Sufganyot, premium products have been enjoying a renaissance in recent years. These are designer and elaborate Sufganyot with unique fillings such as pistachio, malabi, and Belgian chocolate, alongside luxurious designs that include chocolates and golden powders.
Brands like Roladin lead this category, with Sufganyot priced between NIS 13 and NIS 18 per unit. This is a significantly higher price compared to the classic donut, but it is largely justified due to the investment in luxury raw materials, complex manufacturing processes, and stunning design.
However, the high prices deter many families who find it hard to incorporate premium Sufganyot as a regular part of the eight-day holiday. For many, these Sufganyot have become a symbol of a one-time experience – a special indulgence for the holiday.
Make Room for Sufganyot
In recent years, Sufganyot have also joined the range of holiday foods. With attractive designs and various coatings, Sufganyot are seen as a luxury option and sometimes even as an alternative to the classic donut.
Our survey found significant price gaps for Sufganyot. At Carrefour, imported Sufganyot from France are offered at the lowest price – NIS 4.50 per unit; at Machsanei Hashuk, the price is NIS 5; at Shufersal, the price rises to NIS 7.90 (with a quantity discount bringing it down to NIS 4.98 per unit); at AM:PM, the price is NIS 8.90 per unit; convenience stores like Yellow offer Sufganyot for NIS 11, and at luxury bakeries, the price reaches NIS 14 per unit – three times the price at discounted chains.
There’s No Place Like Home
In the past, frying Sufganyot at home was an inseparable part of Hanukkah celebrations. Since then, the average lifestyle has changed, and many choose the convenient option of buying Sufganyot. However, returning to the tradition of frying them at home can be not only a uniting and family-oriented experience but also a cost-effective solution.
Making Sufganyot at home is significantly cheaper than buying them. The cost of materials to make 12 Sufganyot at home is about NIS 15-20, while purchasing the same quantity from supermarkets may cost between NIS 50 to NIS 60. An additional advantage is the control over the quality of ingredients: It’s possible to reduce the amount of oil and sugar and add healthier fillings. As part of the survey, we also checked the prices of raw materials required to make Sufganyot at home.
White flour – at discounted chains like Yesh Chesed, the price is only NIS 2.90, while at AM:PM, the price jumps to NIS 6.90 – a 138% difference. Canola oil – the price at Yesh Chesed is NIS 6.90, compared to NIS 11.90 at Fresh Market – a 72% gap.
These gaps highlight the need for smart holiday shopping planning, taking advantage of promotions and discounted prices. It’s worth noting that small bakeries offering fresh Sufganyot at reasonable prices are becoming a preferred option for families looking to enjoy the traditional food without heavy spending. At the same time, home frying is becoming more relevant than ever, especially for families seeking both savings and an enriching family experience.