The jam market - Italy

Marmalade is a sweet food product made by cooking citrus fruits with sugar and water. According to European regulations, the term "marmalade" can only be used for citrus-based preserves, while the term "jam" is used for preparations with other types of fruit. The global market for jams and preserves was valued at $8.76 billion in 2023 and is expected to reach $10.82 billion by 2029, starting from $9.07 billion in 2024, with a compound annual growth rate (CAGR) of 3.58 percent between 2024 and 2029. With consumers' growing interest in healthy lifestyles, the use of jams has increased over the years. Companies producing these products focus on increasing fruit content and using sugar to make them attractive to consumers. The European jam market is valued at $2.73 billion in 2024 and is expected to reach $3.13 billion by the end of 2029, with an annual growth rate of 2.78 percent between 2024 and 2029. In Europe, Italy ranks first among exporters with an advantage of more than 20 percent over the second, in fact it exports much more than it imports, strengthening the country's competitive position in the international market. In recent years, the sold production of marmalade in Italy has shown significant fluctuations, with an overall growth of 24.9 percent . In this very mature market, incumbents are trying to maintain their market shares in products characterized by a low and slow rate of innovation. In addition, the market is highly concentrated, in fact, in mass distribution channels, the top three companies achieve almost half of the market share, the number of active companies has decreased while the number of employees has increased.