The jam market in Portugal

A compote, made with sugar, water and fruit, is a simple product spread all over the world with ancient origins. Depending on the culture and geography of a population, jam will accompany different meals or times of day.

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

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

At product level: we are seeing a decrease in the amount of sugar and the emergence of organic products.

Interms of packaging: players are striving to seduce consumers with consistent quality and innovative packaging.

Over the last five years, annual imports of jams have grown by 23% in Portugal. Although it is not one of the largest markets in Europe, Portuguese products are attracting international attention in the artisanal and high added-value segment. However, there is potential to invest in the organic and low-sugar sector, where demand is growing and consumers are more willing to spend more.

In Portugal, the main players in this market are supermarkets with their own brands, jam companies that sell their products in supermarkets and local manufacturers who sell their products directly to consumers.