From treadmills to iPhones: Why are supermarkets selling everything?

Israeli food chains are expanding their offerings far beyond groceries to include smartphones, fitness equipment, furniture, and fashion. The article provides examples from several chains, including Victory, Rami Levy, Osher Ad, Shufersal, and Yochananof, and compares the phenomenon to a global trend seen in chains like Lidl and Aldi. It notes that this expansion is changing competition in the retail industry, but recommends comparing prices.

Israeli supermarket chains are significantly expanding their product range well beyond food and cleaning supplies. The article reviews this phenomenon, which is not unique to Israel, and presents specific examples: at Victory, an iPhone 18 Pro Max is offered for 5,250 shekels and a Kenwood mixer for 799 shekels; at Rami Levy, a treadmill for 319 shekels and a paddle racket for 99.90 shekels; at Osher Ad, Adidas shoes for 99.90 shekels and a corner sofa for 999 shekels; at Shufersal, Lego sets from 39 to 649 shekels and a De'Longhi coffee machine on sale; and at Yochananof, a Nautica blanket for 199 shekels and a shooting game. The article notes that this expansion is changing the role of supermarket chains, which are no longer competing only for the weekly shopping basket, and warns that the price at the supermarket is not necessarily the lowest, so it is advisable to compare prices and warranty terms.