Content of the study:
The jam market - France

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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. "

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