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1.1 Presentation and market definition

Jam, made with sugar, water and fruit, is a simple product that is spread worldwide with ancient origins. Depending on the culture and geography of a population, jam goes to accompany different meals or times of the day.

Jam has traditionally been associated with the early morning for some time, but today with the progressive increase in substitute products for breakfast, jam is slowly losing its audience. In this very mature market, incumbents are striving to maintain their market shares based on products that are characterized by a low and slow rate of innovation. 

However, two recent trends have emerged for player to distinguish themselves:

- At product level: we are observing a decrease in the quantity of sugar and the emergence of organic products.

- In terms of packaging: players are committed to seducing consumers with consistent quality and innovative packaging.


1.2 Key figures of the world market

The world market for jams, jellies and marmalades is expected to reach €*.* billion by ****, and growth forecasts predict a CAGR of between *.*% (***)
Imports and exports
Over the period ****-****, the main countries importing jams and jellies are Germany and the United States, both with a total of *.* billion dollars over the ...

1.3 Key figures for the French market

Jam represents a small market in France since according to LSA (***).
Jams are part of the broader spreadable market (***).

Source: ****
However, growth prospects remain limited with growth forecasts established at a CAGR of *.*% for the period ****-****. (***)
Among the reasons given to justify the low bullish outlook, we can mention in ...

1.4 Foreign trade

In ****, French imports of jams, jellies and marmalades amounted to $***.* million, while exports reached $***.* million (***).
Thus, France is a major exporter of jams, with a coverage rate of over ***% in ****. France's trade balance on this product is even increasingly in surplus over the period: in fact, the coverage rate in **** was ...


2.1 The French are attached to their land

The Kantar data below show the interest for local products, by country in ****. Thus, it can be seen that among the countries surveyed, france is the country in which interest in this type of product is most widely shared among the population Indeed, * out of * French people say they are interested ...

2.2 Who are the consumers of jam?

The Kantar data below show how often the French had one sweet snack per week in ****, by age. There are two main types of profiles:
Children, who consume mainly at snack time, almost * times a week. People over ** years of age, who drink all day overall (***).

Source: ****
In addition, each time ...

2.3 New lifestyles are changing the consumption of jam

New dietary concerns have disrupted the consumption of sweet products, and in particular jam. Indeed, if in **** **.* million French people reported consuming it, this figure had fallen to **.* million in ****. The number of jam consumers fell by **% over the period.
This decrease is visible on all the consumption frequencies used in ...

2.4 Competition from the home made

Evolution of interest in "jam" research in France over the last * years

Source: ****
The graph above represents the proportion of searches for the keyword jam in France over the last five years, compared to when the use of this keyword was highest (***).
Over the past five years, there has been a ...

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

Jam is a product traditionally consumed at breakfast and today faces indirect competition from cereals, spreads, breakfast biscuits, etc
The data Kantar below show the consumption of cereal bars and breakfast biscuits in France from **** to ****, by frequency. In ****, it was found that about *.* million people consumed cereal bars and biscuits ...


3.1 Present forces

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

3.2 Two types of players with opposite distribution modes coexist on the market

Many players now share the market in France.
- Some very large groups that dominate via products mainly aimed at the food industry and supermarkets
- Smaller players who sell their products through supermarkets and who therefore face a very unfavourable balance of power
At the same time, of s independent ...

3.3 The main jam brands in France

In the supermarket distribution sector, the main national brands for the jam sector are Good Mom and Andros for the year ****. Bonne Maman thus represents **% of market turnover . (***)

Source: ****
The market is largely dominated by Bonne Maman and the various private labels, which together represent nearly **% of the market in volume ...

3.4 Good export performance with a quality positioning

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


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 (***)
Organic jams represented the second largest growth area in the sector, with an increase of **.*% in value. They now account for more than **% of the market. (***)
Price ranges
Prices start below one ...

4.2 Raw material prices: two opposing movements

The price of jams is directly linked to the price of raw materials: fruit and sugar. While fruit prices are rising sharply, sugar prices have collapsed over the past * years
Fruits: strong variations but a short-term increase
Among the fruits studied, only cherries and strawberries have seen their prices decrease over ...


5.1 Regulations in force

According to DGCCRF, Decree No. **-*** of ** August **** implementing the Law of * August **** on fraud and falsification in respect of products or services gives a precise definition of jams, jellies and marmalades, chestnut creams and other similar products (***)
In addition to the ingredients and the total sugar content, the various appellations ...

5.2 Regulations to come

In order to to better balance the relationships between producers and suppliers the "the food law "voted in October **** should influence industry practices. These are the following reverse the construction of prices, which will be based primarily on production costs but also to balance the balance of power between producer and ...


6.1 Segmentation of actors

  • 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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chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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