the Jam market
1.1 Market definition and structure
Jam is the mixture, brought to the appropriate gelled consistency of sugars, pulp and/or purée of one or more species of fruit and water. The quantity of pulp and/or purée used for the manufacture of 100 grams of finished product shall not be less than 35 grams in general. Jelly, on the other hand, is the sufficiently gelled mixture of sugars and the juice and/or aqueous extract of one or more species of fruit. The quantity of juice and/or aqueous extract used to produce 100 grams of finished product is identical to that of jams.
In Belgium, the jam market appears to be saturated, from large producers to small craftsmen, leaving little room for new entrants. But this market is also sufficiently segmented, which allows new producers to adopt a specific positioning to stand out, such as medium or high-end, organic, light, etc
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