Marmalade has cooking potential…Consumers are trading up to premium products…Reduced sugar preserves are in decline…

buyer, hot beverages and breakfast spreads, waitrose

Marmalade continues to slide due to its ‘older’ image. The lack of flavour profiles in the category (orange in many guises) does not aid the customers’ demand for ‘sweet’ flavour choice. Improving knowledge about using marmalade in cooking will help.

The health aspect of honey is driving sales, along with the convenient squeezy format. Own label continues to perform well, as does the Rowse brand.

The jam and marmalade market does need to ensure it delivers a format that allows small and medium users to easily trade through different flavours and not be scared about wasting product.

buyer, jams and spreads Tesco

Consumers are becoming more discerning and trading up to more premium products. They are also going for healthier options such as reduced sugar jams. This is impacting on more traditional options such as marmalades.

Sales of marmalade are declining year-on-year. However, the decline is slow and offset by the growth of sweet spreads and honeys.

Honey has attracted new users through new speciality honeys and by capitalising on consumer trends for more convenient options. We have recently launched honey in a squeezable format.

Category Marketing Manager the Co-operative Group

Trends remain much the same as the past two years - value growth in premium products and declines in standard products - with premium growth not sufficient overall to halt the decline of the total category.

Similarly, healthy or reduced sugar preserves are now in decline after a number of years of growth, but form a relatively low share of the overall sweet spreads market, so don’t significantly impact on the overall picture.

Meal occasions for marmalade are very relevant - young singles and older children aren’t eating breakfast in the home and younger children choose cereals.
Michael Simpson-Jones

Kate Pratt

Judith Sinclair-Smith