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MARKET OVERVIEW

1.1 Presentation and definition of the market

Jam may be a simple product, but it remains an essential product found in almost all French households. Made of sugar and fruit, the jam can be produced both industrially and in an artisanal way.

On this very mature market, as a result, incumbent players are striving to maintain their market shares based on products that don't vary much.

In order to stand out, however, two recent trends have emerged:

  • At the product level we observe the decrease in the amount of sugar and the emergence of organic products.
  • In terms of packaging, the actors are committed to seducing consumers through consistent quality and innovative packaging (smaller jars to test several flavors, etc.).

The DGCCRF (Direction générale de la concurrence, de la consommation et de la répression des fraudes) defines jam as "the mixture, brought to the appropriate gel-like consistency, of sugars, pulp and/or puree of one or more species of fruit and water. "

1.2 Key figures of the world market

The global market for jams, jellies and marmalade is expected to reach *.* billion by **** and growth forecasts indicate a CAGR of between *,*% (***).

Imports and exports

Over the period ****-****, the main importing countries for jams and jellies were Germany and the United States, both to the tune of *.* billion dollars over ...

1.3 Key figures for the French market

Jam represents a small market in France since according to LSA (***).

Jams are part of the wider spreads market (***). 

Jam market in value France, ****-****, in millions of euros Source LSA  Jam market in volume France, ****-****, in tonnes Source LSA Among the reasons put forward to justify the weak upward ...

1.4 Foreign trade

In ****, French imports of jams, jellies and marmalades amounted to $***.* million, while exports reached $***.* million (***).

Thus, France is largely an exporter of jams, with a coverage rate above ***% in ****. France's trade balance on this product is even increasingly in surplus over the period: indeed, the coverage rate in **** was ***%, lower than ...

ANALYSIS OF THE DEMAND

2.1 The French are attached to their land

The Kantar data below gives the interest in local products, by country in ****. Thus we can see that among the countries surveyed, france is the country in which interest in this type of product is most widely shared among the population. * out of * French people indeed say they are interested in ...

2.2 Who are the consumers of jam?

The Kantar data below shows how often the French had a sugary snack per week in ****, by age. Overall, two types of profiles can be distinguished:

Children, who mainly consume at snack time, nearly * times a week. People over ** years old, who generally consume throughout the day (***).

Frequency of consumption of ...

2.3 New lifestyles change jam consumption

New dietary concerns have disrupted the consumption of sweet products, and in particular jam. Indeed, if in **** **.* million French people said they consumed jam, this figure had fallen to **.* million in ****. The number of jam consumers has thus fallen by **% over the period.

This decrease is visible on all the consumption ...

2.4 Competition from home-made products

Evolution of the interest in the "jam" search France, ****-****, Google index Source Google trends The graph above represents the proportion of searches for the keyword jam in France over the last five years, compared to the time when the use of this keyword was highest (***).

Over the last five years, ...

2.5 Indirect competition from other types of products... which are also suffering from the structural decline of the market

Jam is a traditional breakfast product and now faces indirect competition from cereals, spreads, breakfast biscuits, etc

The data [***] below show the consumption of cereal bars and breakfast biscuits in France from **** to ****, by frequency. In ****, about *.* million people were found to consume cereal bars and breakfast biscuits less than once ...

MARKET STRUCTURE

3.1 Forces at work

Many players are involved in the jam market, from production to distribution.

Agricultural producers

According to FranceAgriMer, the french producers are particularly present on the European market since, after Italy and Spain, France is the *rd largest producer of fruit and vegetables in the European Union. In volume, *.* million tonnes of ...

3.2 Two types of players with opposing distribution methods coexist in the market

Many players share the market in France today.

- Some very large groups that dominate: the products are mainly intended for the food industry and mass distribution.

- Smaller players who sell their products via mass distribution and who are therefore faced with a very unfavorable balance of power.

At the ...

3.3 The main brands of jam in France

In the retail sector, the major national brands for the jam sector are Bonne Maman and Andros for the year ****. Bonne Maman thus represents **% of the market turnover. (***).

Brands of jams, honey and spreads France, ****-****, in thousands of consumers Source: ****

The market is largely dominated by Bonne Maman and the ...

3.4 Good export performance with quality positioning

The Bonne Maman brand controls the jam market in France and also exports a lot abroad with **% of its annual production for foreign markets. The brand plays on a quality image and is present in most major retailers such as Wal-Mart in the United States and Tesco in the United Kingdom, ...

ANALYSIS OF THE OFFER

4.1 Overview of the offer

In the top * favorite jams of the French, we find strawberry, apricot and bitter orange (***)

The premium jam segment (***).

In ****, premium jams accounted for **% of the market in value and **% in volume (***) [***].

Price ranges

Prices start at less than one euro per kilo for a standard jam at the bottom of ...

4.2 Commodity prices: two opposing movements

The price of jams is directly linked to the price of raw materials: fruit and sugar. If the price of fruits is in strong increase, the price of sugar has collapsed over the last * years.

Fruit: large variations but a short-term increase

Of the fruits studied, only apples have seen their ...

REGULATION

5.1 Regulations in force

According to the DGCCRF, Decree No. **-*** of ** August **** implementing the law of * August **** on fraud and falsification in relation to products or services gives a precise definition of fruit jams, jellies and marmalades, chestnut creams and other similar products (***)

In addition to the ingredients and the total sugar content, the ...

5.2 Future regulations

In order more balanced relations between producers and suppliers the " food law "Passed in October **** should influence industry practices. It is reverse the construction of prices, which will be based primarily on production costs but also to balance the balance of power between producers and distributors in the food sector. The ...

POSITIONING OF THE ACTORS

6.1 Segmentation of actors

  • Groupe Andros
  • Materne
  • Andrésy Confitures
  • Delvert
  • Lucien Georgelin
  • Groupe Valade
  • Les Vergers de Chateaubourg
  • St. Dalfour
  • Francis Miot
  • Favols
  • La chambre aux confitures
  • La cours d'Orgères

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Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

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Pierre D.

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Arnaud W.
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Ross Alumni Club France

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Amaury de Balincourt
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Amaury de Balincourt

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