the jam market
Italy

MARKET SUMMARY

1.1 Definition and presentation

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.

In Italian families 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. In addition, the market is strongly concentrated, in fact, in the large-scale distribution channels, the first three companies reach almost 60% of market share.

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.

Jam continues to have a healthy image in the eyes of Italians, without age and without season, even more so with the advent of organic production and / or low sugar content.

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