The jam market - Italy

The global market for jam, traditionally preferred as a breakfast food in Italian households, is experiencing strong external competition caused by the advent of substitute breakfast products. However, the market is failing to innovate due to a high degree of concentration, with the top three companies holding nearly 60 percent of the share in large-scale distribution channels.

In fact, consumption has varied considerably in the others. Indeed, it is possible to note:

• A shift by consumers toward jams with reduced sugar content.
• A growing demand for organic options.

Companies are trying to attract consumers through different packaging and consistent quality, emphasizing the healthy image of the product among Italian consumers, who increasingly appreciate organic and low-sugar alternatives

the key players shaping the landscape of the Italian jam market

As mentioned, the market is largely held by 3 companies. These industry leaders have managed to maintain their position by offering consumers a mix of traditional products and innovations in product formulation and packaging. These companies are characterized by common strategies such as :

• Innovation and tradition: The leading companies in the Italian jam market have built their reputation over many years, securing customer loyalty through consistent product quality. Despite high overall concentration, these brands continue to vie for consumer attention in an increasingly competitive landscape.
• Adapting to modern preferences: Responding to changing consumer preferences for healthier and more sustainable food choices, these companies have introduced sugar-reduced jams and organic alternatives. This shift demonstrates their agility and their commitment to remain relevant in a market where consumer trends are increasingly geared toward health consciousness and environmental responsibility.
• Innovative packaging strategies: Realizing the importance of visual appeal on the shelf, major players have invested resources in developing innovative packaging that not only protects the product but also attracts consumers. Manufacturers are aware that the first moment of customer contact is often through the eyes and, therefore, packaging has become an essential tool in their marketing repertoire.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 06/12/2021

Summary and extracts

List of charts

• Evolution de la taille du marché des confitures
• Taille du marché des marmelades et confitures
• Nombre d'entreprises spécialisées dans la production et la conservation des fruits et légumes (hors jus)
• Evolution du chiffre d'affaires des entreprises spécialisées dans la production et la conservation des fruits et légumes
• Evolution du commerce international de marmelades
• Evolution du commerce international de marmelades
• Impact de la crise sanitaire sur les exportations de confiture
• Principaux pays destinataires des exportations italiennes de confiture
• Evolution des modes de consommation des collations pendant le confinement
• Changement d'habitudes de consommation post covid
• Evolution de l'intérêt pour la recherche "marmellata"
• Répartition des productions agricoles
• Répartition des parts de marché par type d'entreprise
• Répartition de la valeur des ventes de confiture par canal de vente
• Sugar prices over the last 4 years
• Répartition du volume des achats de pots de confiture, par tranche de poids
• Attentes en matière de packaging des fruits et légumes frais
• Répartition des agritourismes avec dégustation, par régions