The jam market - Spain

Jam is a mixture made with sugar and fruit pulp or puree. It can be incorporated into many culinary preparations (yoghurts, fritters, pancakes, toast) and is a classic breakfast food. There are different types of jams depending on the proportion of sugar and fruit, but also on the production method: industrial or artisanal. Worldwide, the jam market is on a positive growth trajectory, a trajectory that has been reinforced since the emergence of covid-19. The pandemic has boosted sales of prepared products and increased time spent at home, with more time spent at breakfast. North America remains the world's leading market, and Europe the second, with organic sales increasing. In Spain, the main companies in the sector are Unilever España, Grupo Àngel Camacho, Grupo Helios and Hero España. The jam market is relatively mature, with a stable consumer base and a turnover that has been maintained for several years. However, there is an important renewal of the offer: organic, natural, artisanal products, new textures, more fruit and less sugar in their composition or new formats, etc. The sector is full of initiatives and renews its offer to attract a younger clientele looking for healthy products.