The jam market includes all types of spreads made from fruit. The product can be found in two different forms: classic jam, with the fruit still whole, and jelly, which has a more gelatinous appearance.
The jam market is a relatively modest market that generated a turnover in 2013 of 470 million euros (source: France tv info). The penetration rate is very high on the French market where jam is an almost cultural product. This omnipresence in French households therefore leaves little room for organic growth.
The jam market is highly concentrated with 3 major groups (Andros, which operates the flagship brand Bonne Maman, Beyer and Andresy) taking over most of an already well-established market with a penetration rate of 98%.The market share of the leader Bonne Maman is particularly high at 35%according to lsa-conso.
In this very mature market, the existing players are striving to maintain their market shares based on products that have historically changed very little. Thus, innovation is limited in this market, which is more concerned with attracting consumers through consistent quality and innovative packaging (e.g. smaller pots to test several flavours).
Market players must remain vigilant about health issues. Since sugar is an important component of the product, stakeholders must be attentive to marketing communication around their products.
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