HIGH POTENTIAL JEWISH MARKETING SECTORS

Like with other ethnic communities, the broader Jewish community has various sectors and categories that stand out concerning the potential they hold in a marketing context. While there are different reasons for the demand and opportunity present in each segment, the specific sectors listed below hold potential in large part due to traits unique to the Jewish culture and associated holidays.

It is important to mention that this list, is far from all-inclusive. Many other categories encompass different products and services that have not been included but have also experienced high demand and growth. Besides, many opportunities have yet to be explored, leaving an opening in the market for capitalizing on additional opportunities. We hope to expand on this discussion and compile a more comprehensive market research report in the future.

 

Travel & Hospitality 
From winter getaways to summer vacations, many Jewish communities are interested in anything travel related. Airlines, hotels, cruise lines, and everything in between. Higher than average discretionary income present in some Jewish communities allows for more spending on travel, recreation, and leisure activities. The continual increase in popularity of going to hotels for Jewish holidays like Sukkot and Passover makes this opportunity even more attractive.

The Subscription Economy 
The subscription economy is in some ways the new formula for various brands in a broad range of categories. With the ever-increasing growth trajectory from brands that are both start-ups as well as established names, it is of little surprise that this offering structure is seeing rapid adoption in the Jewish market as well. From entertainment offerings to subscription boxes, subscription-based pricing when executed correctly is a way to successfully appeal to the Jewish audience. With that said, building a subscription base, required. There are necessary strategies to keep in mind including the pitfall of a flawed pricing approach and not accounting for the churn rate that affects subscription services.

Educational Offerings 
We have also been seeing an upsurge in educational based products and services making an effort to reach the Jewish segment. These range from in-person educational offerings as well as online based e-learning. Moreover, with the drastic technical changes to the nature of work, people are interested in expanding their technical capabilities and even embarking on a new professional career where many educational products find their selling point. With an audience generally interested in increasing their knowledge and expertise as well as “recreational learning,” with the right pitch, this category has much to offer.

Celebrations & Jewish Holidays 
There are many celebrations continually happening in Jewish communities. From religious based lifecycle events to weddings and holidays, there are various ways to market a variety of products and services. The different holidays are also times when significant spending takes place in categories such as gifts and specialty items.

Food Offerings 
With some communities keeping the rules kosher, the availability of a new food product is welcome news and often met with great interest. From Kosher novelty products and meat alternatives like the Impossible Burger to a new packaged food product, many companies are seeing strong results from marketing to the Jewish audience. This opportunity is only exemplified by the many times throughout the year when holidays take place, and a significant amount of spending done within the food, wine, and related categories.

Besides, getting a kosher food offering certified allows for a way to distinguish a product from others in the market. Further, marketing to the Jewish audience allows for a focused and discernible segment where there are fewer variables which is conducive to a more predictable and concentrated strategy.

Financial Products 
With strong importance put on wise financial decisions, often from a young age, the broader Jewish community shows substantial interest in new and innovative financial offerings.
From insurance services to investment opportunities, when the value proposition is stressed in the messaging and marketed to the right audience, we have seen success in various subcategories under the broader financial umbrella.

Tech 
With tech permeating practically every area of our lives, it is no wonder that products and services in this category are also quite popular among the Jewish audience. The areas of interest when it comes to tech include the offerings found within the broad market as well as offerings with specific application to the Jewish audience.

Genetics, Life Sciences, & Pharma 
As somewhat of a unique category, offerings relating to genetic testing, life sciences, and pharma each have a particular rationale for trying to reach the Jewish audience. Genetic testing’s use case includes a curiosity among the market as to the origins of their Jewish ancestry and identity as well as to ensure the non-proliferation of once common genetic diseases. We have also seen increased interest from the pharmaceutical industry with motivation to reach the Jewish audience with motivations highly specific to each offering.

Israel Crossover 
The crossover of people and business between Israel and other significant Jewish population centers is also seeing increasingly more activity. These offerings range from those focusing on the travel and hospitality categories as well as services catering to investment in Israel and its burgeoning tech and start-up ecosystem. We have also seen an uptick in niche offerings present in practically every category.

Fashion 
With all the celebrations happening there is a notable and steadily increasing demand for the latest styles. Independent boutiques including those offering apparel, jewelry, shoes, among other items are all trying to gain market share. We also see some of the larger retailers getting in on this very focused but profitable segment. With the conception and capabilities that digital advertising and influencer marketing brings to the table, there are fewer barriers to entry for digitally native brands and practically anyone can find success when offering execution is appropriately performed.

Final Thought

While this is a concise summary of some of the most popular sectors and categories in the broader Jewish market, there are additional areas that we have not explored or identified. Finding your brand’s place in the Jewish market requires an understanding of the market landscape and a well-formulated go to market strategy.

Perhaps your product is part of an existing vertical that can expand what is currently available in the market. Approaching the Jewish marketing opportunity with an open and innovative mindset is key to discovering what may be your brand or organizations next substantial marketing opportunity.