Dry Fruit sales for Tu Bishvat were forecast to reach NIS 400 million, according to the Federation of Israeli Chambers of Commerce, giving the traditional holiday fare a 50% jump in monthly sales.
Tu Bishvat sales account for some 13% of the NIS 3b. in annual dry fruit and nut market sales, as 50-70% of households buy extras for the holiday. Dates and walnuts are the most popular, followed by almonds, prunes and raisins, apricots and candied fruits.
According to the FICC, increasing numbers of Israelis are making healthy eating a priority, giving the market for fruits, vegetables and nuts a boost.
"In the past year, a quarter of Israelis decreased their meat intake...10% became vegetarian and 5% identify as vegan," the organization wrote in a statement. Stores and restaurants have responded in kind, with greater vegetarian and vegan offerings.