March 3, 2023

JAMS, MARMELADES AND FRUIT SPREADS: 3 trends to make your products stand out on the shelf thumbnail image

‘Breakfast is the most important meal of the day’ – we’ve all heard this adage at least once. And what’s better than a slice of toast smothered with jam or marmalade to kickstart the day?

People have been making and consuming jams and preserves for centuries, and although this category is a constant presence within supermarkets, its popularity has had ups and downs in recent years. During the pandemic, for example, with workers having more time to enjoy their breakfast and cooking at home, the sales volume of jams and fruit jellies soared – reaching approximately 117 tons in the UK alone.[i] However, as people return to pre-pandemic routines, sales have started to decline, and volumes fell by 6.2% in the past year.[ii]

In addition, fruit spreads are found to be more attractive to older European consumers than to younger generations, who are more health-conscious and so are less likely to buy products that are typically high in sugar content. So, how can jam and fruit spreads manufacturers reinvent their products to attract a wider audience? We’ve picked the 3 top trends that offer opportunities for innovation – keep reading to discover more!

1. Less refined sugar, more fruit

With health and wellbeing being a priority for today’s consumers, and a series of sugar and calorie restrictions for new food and beverage products being implemented in several countries, sugar reduction has become a hot topic even for the sweet spread category. The challenge for manufacturers, however, is how to reduce sugar levels without impacting taste, which remains king.

A great option is to use fruits that are sweet but low in natural sugar. Take raspberries for example. Given their delightful flavour profile, these berries are surprisingly low in natural sugars: 100g contains only a little more than 4 grams. This, together with their high fibre content, makes raspberries puree and concentrates the perfect ingredient for consumer that crave delicious, guilt-free spreads.

2. Go all natural

In addition to low sugar, more natural and organic spreads are also in demand.[iii] Consumers are interested in clean label products that align with their sustainable values and health goals. For instance, in a recent survey conducted in Germany, more than half (55%) of respondents said they try to avoid certain additives when buying food, with flavour enhancers, sweeteners and dyes being among the most discredited.[iv]

As people become more discerning about ingredient lists, fruit ingredients are the perfect solution for manufacturers to bring naturally sourced colour, sweetness and flavour to any application. Equally important is using suppliers that deliver ingredients of the highest quality, with sustainable credentials, ensuring that every fruit across the supply chain meets stringent standards. After all, customers are looking for a point of difference and are more likely to pay a premium price for solutions that they believe are better both for their health and for the planet. Thus, marks of distinction such as premium quality of ingredients, the promise of great flavour and a clean label are paramount.

3. Flavour innovations for adventurous consumers

Over time, jam has evolved from being just a simple spread for toast at breakfast, to becoming a versatile ingredient able to elevate any dish. Whether it’s a dollop of jam on a plain cheesecake, or a spoon of marmalade over chicken breasts for a burst of flavour, consumers are using fruit spreads in more inventive ways than ever before, for both sweet and savoury recipes.

At the same time, people are becoming more adventurous with their cooking and open to exploring new combinations, leaving jam manufacturers with the unique opportunity to develop bolder, more exciting tastes. So, why not use succulent mango, with its rich flavour profile reminiscent of zesty orange, or include the pleasantly tangy essence of passion fruit in your next jam recipe?

Another way to bring jam innovation to the next level is to use vegetable ingredients. In the Middle East, for example, carrot jam has been enjoyed since at least the 12th century. Other sweet vegetables, such as squash and pumpkin are also great candidates for turning into unusual, delicious jams. Plus, they fit perfectly into the reduced added sugar trend.

The power of high-quality fruit and vegetable ingredients

Whether you’re looking for a tart preserve to add to your sweet baked good, or a differentiator in your next jam innovation, our range of high quality and sustainably sourced ingredients is exactly what you are looking for. Discover how our broad portfolio of fruit and vegetable purees, NFC juices, juice concentrates and IQF can help your products stand out on the supermarket shelfs: Natural fruit & vegetable products | SVZ

[i] Statista, Jams and fruit jellies manufacture sales volume in the UK 2008-2021.


[iii] Mintel, A year of innovation in sweet & savoury spreads, 2022

[iv] German Federal Institute for Risk Assessment (BfR) Consumer Monitor, Special Additives in Food, 2021

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