Summary of our market study

The global jam market has seen a variety of trends, with a particular focus on reducing sugar content and the rise of organic products.

In 2020, premium jams accounted for 29% of the market by value and 19% by volume, with notable growth in the premium segment driven by Bonne Maman's Intense range. Organic jams achieved a market share of 12% in value and 8% in volume. Jam prices are influenced by the cost of raw materials, such as fruit, which rose by an average of 17% for the different types. Sugar prices, on the other hand, have fluctuated over the years, but recovered to around $445/tonne in July 2021 after an earlier slump. The French market, though small, is worthy of note, Bonne Maman dominating with a 35% market share by volume. French producers are important on the European market, as they are the third largest producer of fruit and vegetables in the EU, and 15% of fruit production is destined for the processing industries, including jams. French consumers have a strong interest in local produce, with 4 out of 5 expressing this sentiment, and 35% of them make jam at home. Regulations are strict in France, with precise definitions and labeling requirements for jams and related products, in line with DGCCRF guidelines.

Changing tastes in the French jam market:

In recent years, the French jam market has seen significant changes in consumer demand, reflecting wider trends towards healthier lifestyles and a penchant for local, artisanal products. Although jam is a staple in French households, the maturing of the market has led to a challenging environment where traditional players are working hard to maintain their share. Two key trends are at the heart of the market's evolution: the reduction in the sugar content of jams and the rise of organic products. In addition, innovative packaging, such as smaller jars to encourage consumers to try new flavors, has become a differentiating factor from the competition.

In terms of consumption, around 70% of French households buy jam around seven times a year, representing an annual consumption of 3 to 4 kilograms per household. The broader spread market, which includes honey and spreads alongside jam, saw modest growth of 0.6% in value terms to reach almost 800 million euros, despite a slight contraction in volume.

In addition, a growing interest in local products is evident, particularly among young people, with some 87% of young French people aged 15 to 30 favoring authentic, locally sourced foods. This enthusiasm for local products indicates a market where provenance is highly valued. Consumer demographics reveal distinct trends in jam consumption: children consume them around four times a week, mainly at snack time, while people over 50 enjoy sweet snacks throughout the day, with a preference for evening treats.

Consumption of sweet snacks is strongly focused on pleasure and temptation, accounting for over 60% of afternoon snacks and 77% of evening snacks, showing that, despite health trends, flavor and pleasure remain important to French consumers. However, not all the news is sweet; the number of jam consumers saw a 10% drop, from 22 to 24 million in 2014 to 21 to 23 million. This reflects wider dietary changes, including a decline in breakfast consumption. In the space of six years, the proportion of children and adults who skip breakfast at least once a week rose from 13% to 29% and 14% to 21% respectively. In terms of industry structure, there is a strong presence of both large-scale producers and smaller, independent players who make their mark through artisanal means.

Leading brands in the French retail sector include Bonne Maman, which alone accounted for 35% of market sales, and Andros.

The landscape of French jam producers

From major brands to niche artisans The French jam market is not only a story of sweet flavors, but also of diverse players, each bringing their own unique touch to this traditional condiment.

  • Andros and Materne, two well-known names that have become synonymous with quality and reliability. These companies have an extensive reach, supplying not only local French markets, but international ones too.
  • Andrésy Jams stands out for its carefully crafted preserves, appreciated for their gourmet flavors and innovative recipes. The company combines traditional techniques with modern touches, offering a delicious journey through taste.
  • Lucien Georgelin is another market player that captures the essence of the French countryside with its natural ingredients and homemade products. Renowned for their authenticity, Lucien Georgelin jams appeal to consumers eager to rediscover the traditional flavors of their childhood.
  • The Valade group prides itself on its ability to satisfy the most diverse tastes while maintaining strict quality controls. Its products cover different fruit varieties and aim to satisfy all types of jam lovers. Another notable player is Les Vergers de Chateaubourg, which brings together the richness of French orchards in jars full of natural goodness. They emphasize the freshness and natural origin of their raw materials in the manufacture of their jams.
  • St Dalfour sets itself apart by offering a range of jams that are not only delicious, but also healthy. Favoring natural fruit with no added sugars or artificial preservatives, St Dalfour meets the growing demand for healthier spreads.

In addition to these players, the French jam market is thriving thanks to the passion and dedication of niche players who are carving out a unique place for themselves.

  • Francis Miot, an artisanal brand named after its founder, a three-time winner of the Best Jam in France award, seduces customers with its high-quality, handmade jams.
  • Favols, another key player, creates innovative jam flavors by combining unexpected ingredients, appealing to both traditionalists and lovers of adventurous cuisine.
  • La Chambre aux Confitures appeals to the high-end niche with its exquisite range, often found in luxury hotels and delicatessens. The company has crossed national borders, spreading French jam know-how to various parts of the world.
  • And let's not forget La Cour d'Orgères, whose reputation for producing small quantities of artisanal jams with a high fruit content has won the loyalty of even the most demanding jam lovers.
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Summary and extracts

1 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 Commerce extérieur de la France

En ****, les importations françaises de confitures, gelées et marmelades s’élevaient à ***,* millions de dollars, alors que les exportations atteignaient ***,* millions de dollars (***).

Ainsi, la France est largement exportatrice de confitures, avec un taux de couverture atteignant ***,*% en ****. La balance commerciale de la France sur ce produit est même ...

2 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, ...

3 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, ...

4 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 ...

5 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 ...

6 Positioning of the actors

6.1 Segmentation of actors

  • Andros Groupe
  • Materne (Bel groupe)
  • Andrésy Confitures
  • Delvert
  • Lucien Georgelin
  • Valade Groupe
  • Les Vergers de Chateaubourg (Lactalis)
  • St. Dalfour
  • Francis Miot
  • Favols
  • La Chambre aux Confitures
  • La cours d'Orgères
  • St Mamet Distribution (Intermarché ITM)

List of charts presented in this market study

  • Main exporting countries
  • Main importing countries
  • Jam market in value
  • Part des confitures dans les tartinables
  • Que consommez-vous le plus souvent au petit-déjeuner ?
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Latest news

Andros aims to convert the French to peanut butter - 05/09/2023
  • The peanut butter market in France could triple by 2030, reaching a value of 90 million euros for 12,600 tons, compared with 35 million euros and 4,000 tons the previous year.
  • Peanut butter is a paste containing 80% roasted and crushed peanuts, 10% sugar and 8% vegetable fats.
  • American company Skippy leads the French market with 20% of sales, followed by French company Menguy's.
  • Andros intends to take the lead in the French peanut butter market over the next five years.
  • Andros has invested less than 20 million euros in the launch of its "Be Nuts" peanut butter brand, as well as in the construction of a plant dedicated to its production.
  • Andros achieves sales of close to 3 billion euros.
Lucien Georgelin placed in receivership - 31/07/2023
  • Lucien Georgelin has been in receivership since July 6.
  • Lucien Georgelin is France's number two jam maker.
  • In 2022, the company achieved sales of 70 million euros.
  • The company employs 350 people

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Andros Groupe
Materne (Bel groupe)
Andrésy Confitures
Delvert
Lucien Georgelin
Valade Groupe
Les Vergers de Chateaubourg (Lactalis)
St. Dalfour
Francis Miot
Favols
La Chambre aux Confitures
La cours d'Orgères

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