Sales of dairy products went up by more than 20% last year, having increased faster than the entire consumer goods market. However, the stars of 2006, milk and desserts, were left behind by sana, kefir (fermented milk drinks) and ice cream, after the summer's high temperatures. However, according to a survey by research company MEMRB, the growth rate of the dairy products market slowed down in 2007, against the boom registered the year before. Growth in 2007 stood at almost 24% compared with more than 35% in 2006. Producers in the food industry agree that the prevailing trend is to go for products with a higher added value, which is why the sales of sana and kefir, although accounting for a mere 0.6% of the food market, registered the highest growth rate across the entire dairy market (59.5%). The most dominant producers of sana and kefir on the domestic market include Teletext (Diami brand), Friesland, the domestic dairy market leader (Napolact brand), Almera (Big Panda), Paulac and Prodlacta and the local branch of the latest entrant on the market, Israeli Tnuva group.
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