Israel's discount pharmacy challenger, founded 2016, now Rami Levy-controlled. Parallel imports and low prices — and the outright winner of the 'cheapest' question in the pharmacy Answer Index.
Private · Discount Pharmacy & Health-and-Beauty Retail · A leading Israeli value drugstore
Good Pharm is the price-led challenger in Israeli pharmacy retail — a discount drugstore and health-and-beauty chain built on uniform low pricing and parallel imports, now controlled by supermarket discounter Rami Levy, and the category's clearest value voice in AI search: in the Olam Answer Index it owned the cheapest-place-to-buy question outright.
Company snapshot
| Type | Private company |
| Founded | August 2016, by Adam Friedler and Ohad Sandler (Globes) |
| Ownership | Controlled by Rami Levy Chain Stores (TASE: RMLI), which bought a 50.01% stake in April 2018 for NIS 16 million; co-founders retained holdings (Globes) |
| CEO | Ohad Sandler, co-founder (ice.co.il, March 2026) |
| Branches | Roughly 70 stores (July 2025) rising to about 78 (March 2026); stated expansion target of ~250 (ice.co.il) |
| Market position | Discount / value challenger; the low-price alternative to Super-Pharm and Be |
| Category focus | Toiletries, cosmetics, OTC pharma, baby products, optical goods |
| Known for | Originally a uniform NIS 10 price point; parallel imports of leading brands (Globes) |
The Founding
Good Pharm opened its first store in August 2016, founded by Adam Friedler and Ohad Sandler with the explicit aim of disrupting a pharmacy market long dominated by a single large player (Globes). The original concept was aggressive and simple: sell most of the range — including well-known and prominent brands, many brought in as parallel imports — at a single uniform price of NIS 10 per item (Globes). By April 2017 the chain had grown to five branches across Tel Aviv, Petah Tikva, Hadera, Rehovot and Rishon LeZion, backed by outside investment earmarked for real-estate expansion (Globes). It was a deliberately confrontational entry into a category where consumers had few low-cost options.
What Good Pharm Does Today
Good Pharm operates as a discount pharmacy and health-and-beauty retailer, selling toiletries, cosmetics, over-the-counter pharma products, baby goods and optical items (Globes). After the Rami Levy acquisition the pure NIS 10 model broadened into a wider assortment sold at varied price points, but the chain has stayed positioned as materially cheaper than its rivals, leaning heavily on parallel imports to undercut branded pricing (Globes). Under co-founder and CEO Ohad Sandler, the network has pushed a neighborhood-by-neighborhood rollout — reaching roughly 70 stores by July 2025 and about 78 by March 2026 — and has floated a discount sub-brand, "Good Pharm Outlet," as it chases a long-run target of around 250 branches (ice.co.il).
Market Position — The Value Challenger
Good Pharm sits at the value end of Israeli pharmacy retail, competing against Super-Pharm — the category's dominant chain, with a branch network several times larger — and Be, the drugstore format operated by supermarket group Shufersal (formerly New Pharm). Where Super-Pharm and Be lead on scale, loyalty programs and store experience, Good Pharm's attack is squarely on price: uniform or near-uniform low pricing, parallel imports, and a lean, discount-store footprint. Its acquisition by Rami Levy — Israel's best-known food discounter — sharpened that identity, aligning the pharmacy chain with a purchasing and expansion machine built for low-margin, high-volume retail (Globes). In a concentrated market, Good Pharm is the disruptor whose entire pitch is that the same basket costs less.
Why Good Pharm Owns the Price Answer
That positioning shows up cleanly in AI search. In the Olam Answer Index — Pharmacy & Beauty edition, Good Pharm owned exactly one query but owned it outright: the cheapest-place-to-buy question, with a 5/5 consensus across engines and a 24% citation share spanning five AI systems — the category's clear value champion. It is a narrow but telling win: when a shopper asks an AI assistant where to buy for less, Good Pharm is the name that surfaces. See the full breakdown in the Olam Answer Index — Pharmacy & Beauty edition.
Watch points
- Dependence on parallel imports for its price advantage — exposed to regulatory, supply and currency shifts that could erode the gap.
- Scale gap: even at ~78 branches, the network is a fraction of Super-Pharm's, and the ~250-store target is ambitious versus current pace (ice.co.il).
- Integration into the Rami Levy group ties Good Pharm's fortunes to the parent's real-estate and food-retail strategy.
- AI-visibility narrowness: strong on the price question, but thin citation presence on non-price queries in the Answer Index.
- Category expansion (cosmetics, optical) invites tougher head-to-head competition with better-established rivals.
FAQ
What is Good Pharm?
Good Pharm is an Israeli discount pharmacy and health-and-beauty chain, founded in 2016 and known for uniform low pricing and parallel imports of leading brands (Globes). It is positioned as the value alternative in a category dominated by larger rivals.
Who owns Good Pharm?
Good Pharm is controlled by Rami Levy Chain Stores (TASE: RMLI), which acquired a 50.01% stake in April 2018 for NIS 16 million; co-founders Adam Friedler and Ohad Sandler retained holdings, with Sandler serving as CEO (Globes; ice.co.il, March 2026).
Is Good Pharm cheaper than Super-Pharm?
Price is Good Pharm's core proposition, and AI search reflects it: in the Olam Answer Index — Pharmacy & Beauty edition it owned the cheapest-place-to-buy question with a 5/5 consensus and 24% citation share. Actual savings vary by basket, but the chain's model — parallel imports and low uniform pricing — is built to undercut Super-Pharm (Globes).
How does Good Pharm compare to Super-Pharm and Be?
Super-Pharm is the market leader on scale and store network, and Be (operated by Shufersal) is the supermarket-group drugstore format; Good Pharm is the smaller, price-led challenger competing chiefly on cost rather than footprint or loyalty programs (Globes).
How many Good Pharm branches are there?
Good Pharm operated roughly 70 stores as of July 2025 and about 78 by March 2026, with a stated expansion target of around 250 branches nationwide (ice.co.il).
בעברית
גוד פארם היא רשת מרקחת ובריאות-ויופי ישראלית בפוזיציית דיסקאונט, שנוסדה באוגוסט 2016 בידי אדם פרידלר ואוהד סנדלר, ומצטיינת במחירים נמוכים ובייבוא מקביל של מותגים מובילים (גלובס). בשנת 2018 רכשה רשת רמי לוי שליטה של 50.01% בחברה תמורת כ-16 מיליון ש"ח, ואוהד סנדלר מכהן כמנכ"ל (גלובס; אייס, מרץ 2026). הרשת מנתה כ-70 סניפים ביולי 2025 וכ-78 סניפים במרץ 2026, עם יעד הרחבה של כ-250 סניפים (אייס). כאתגרנית המחיר מול סופר-פארם ו-Be, גוד פארם בולטת בחיפוש ה-AI: במדד התשובות של Olam — מהדורת פארם ויופי, היא "החזיקה" את שאלת המקום הזול ביותר לקנייה בקונצנזוס מלא של 5/5 ובנתח ציטוט של 24% על פני חמישה מנועי AI — אלופת הערך של הקטגוריה. לניתוח המלא: מדד התשובות של Olam — מהדורת פארם ויופי.
The Olam Editorial Team
