The jam market - Spain

1.2 The world market

The evolution of the jam and marmalade market shows steady growth in the coming years. In ****, the market was worth US$*.** billion, and this value is expected to increase year on year, reaching US$*.** billion in ****, US$*.** billion in ****, US$*.** billion in ****, US$*.** billion in ****, US$*.** billion in ****, US$*.** billion in ****, and US$*.** billion in ****.*.** billion in ****, US$**.** billion in **** and finally, US$**.** billion in ****. This steady growth in the jams and jellies market translates into a compound annual growth rate (***) of *.**%.

Global jams and jellies market evolution World, ****-****, billions of dollars Source: ****

In terms of exports, it is worth noting that Italy, Turkey and Spain lead the list of the top ** countries exporting the most jams worldwide, with a value of $***.*** million, $***.*** million and $***.*** million respectively. Other countries highlighted in this list include Germany, Chile and Belgium, which also have significant exports.

Top ** countries exporting the most jams World, ****, million dollars Source: ****

In terms of imports, the United States leads the list with jam imports worth $***.*** million, followed by Germany with $***.*** million. Canada and the Netherlands also play an important role in the market, with imports of ***.*** and ***.*** million dollars, respectively. Spain imported **,*** million dollars worth in ****.

Top ** countries ...

1.3 The domestic market

The turnover of the products of the CNAE code **** that corresponds to the products of the category "Other pre-processing and preserving of fruit and vegetables" (***) experienced a significant growth in recent years. In ****, turnover reached €*.** billion, and in just one year, in ****, it experienced an increase of approximately **%, reaching €*.** billion. The upward trend continued in ****, albeit at a more moderate pace, with an increase of *.**% over the previous year, reaching €*,*** million. This sustained growth in the turnover of products under NACE code **** formed a CAGR of *.**%.

Evolution of the market turnover of the CNAE code : **** Other processing and preserving of fruit and vegetables Spain, ****-****, billions of euros Source: ****

If we estimate only consumer spending for the year **** for jam, we observe a total expenditure of ***.** million euros according to a report on Food in Spain ****.

Consumer spending on jam in Spain in **** Spain, ****, million euros Source: ****

1.4 Spanish foreign trade

Between **** and ****, jam imports and exports in Spain experienced significant changes. Imports increased by *% during this period, rising from $**.*** million in **** to $**.*** million in ****. On the other hand, exports showed a **% growth over the same period, increasing from $***,*** million in **** to $***,*** million in ****.

As forthe trade balance, a positive evolution is observed in general, with an increase of **.*% between **** and ****. The trade balance increased from $***.*** billion in **** to $***.*** billion in ****, although it experienced fluctuations in the intervening years, peaking at $***.*** billion in ****. These data reflect the strength of the Spanish jam sector and its ability to maintain a favorable trade balance over the years. Therefore, the CAGR of the trade balance between **** and **** is approximately *.**%.

Spanish foreign trade of marmalade (***) Spain and the World, ****-****, million $ Source: ****

As for exports, it is first highlighted that Spain has a diversified distribution of them with **.**% of exports that are not formed by the following * countries. France, Germany and Portugal are Spain's main economic partners with **.**%, **.**% and *.**% of Spanish exports.

Destinations of Spanish exports Spain and the World, ****, % Source: ****

In ****, the origins of Spanish marmalade imports were **.**% from France, which was the first economic partner of Spain in terms of imports, followed by Italy ...

2.1 Demand typology

In **** the consumption of jam and marmalade represented in Spain about **.* million kg which formed ***.* million euros of expenditure in total.

Consumption and expenditure of jam and marmalade Spain, ****, millions of kg, millions of euros Source: ****

Per capita, an average consumption of *.* kg with an expenditure of *.* euros was thus found.

Consumption and Expenditure per capita Spain, ****, kg, euros

Regarding the consumption according to the life cycle of individuals, it is noted that the consumption of processed fruits and vegetables (***) in Spain varies according to the life cycle of individuals, being **.** kg per capita on average. Independent young people consume **.** kg, while young couples without children consume **.** kg. Consumption decreases in couples with young children to *.** kg and gradually increases as children get older, with **.** kg in couples with middle children and **.** kg in couples with older children. Single-parent households consume **.** kg, adult couples without children **.** kg, while retired independent adults have the highest consumption with **.** kg and **.** kg, respectively.

Per capita consumption by life cycle Spain, ****, kg Source: ****

it is also worth noting that the older the population, the more it consumes jam. Those over ** years of age consume **% more jam than those under ** years of age. Per capita consumption ...

2.2 Consumption in HORECA

In the HORECA sector (***), jams can be consumed. Generally, they are consumed with desserts or with cheeses so they are mainly found in hotels for breakfasts or in restaurants and cafe that propose brunches.

First, it should be noted that the HORECA sector was worth **.**% of the total value of the jams sector in ****.

Breakdown of jam consumption between the HORECA and the food sector Spain, ****, % Source: ****

Thus, the consumption of jam in Spain represented in **** *.** million kilograms and **.** million euros through the HORECA channel.

Total consumption and expenditure Spain, ****, million kg, million euros Source: ****

Per capita, this represented a consumption of *.** kilograms per person and an expenditure of *.** euros.

Average consumption and consumption per capita Spain, ****, kg, euros per capita

It should also be noted that jam had a penetration rate of *.**% in Spain in **** among **-** year olds.

2.3 Homemade and organic marmalade

It is possible to highlight a demand for jam linked to organic products. Indeed, between **** and ****, organic spending increased by **% in Spain and per capita spending also rose by **% from **.** euros to **.** euros on average. Also, jam appears as the *th most sought after item in terms of organic products with **% of respondents taking into account this criterion in their purchasing habits.

Most purchased organic products in Spain Spain, ****, %, % Source: ****

As for the frequency of purchase, it should be noted that it is a product that is not usually purchased on a daily basis. They are **% of respondents who buy this product once a month and **% once a week.

Frequency of purchase of organic marmalade and honey Spain, ****, %, % Source: ****

3.1 Market value chain

3.2 Production

The jam market is a concentrated market where few producers can be found. With the search of the terms "marmalades and jams" in the website Empresas, made by the Economist, there are ** producers in all Spain. Therefore, it is a concentrated market in terms of production and that, especially because these producers also market these jams under private labels or brands that are even less numerous.

Also, it should be noted that there is an artisanal production of jam that is difficult to estimate in Spain.

3.3 Distribution

The following table presents the brands of jams present in the Spanish market proposed by the main producers and distributors of jams.

Source: ****

Private label brands.

The following table presents the market shares of distributors in Spain in ****. Although we do not have the market shares for private label jams, these figures are still interesting to have an idea of what are the preferred private label brands of the Spaniards taking into account that **% of Spaniards prefer private label brands to other brands in ****, in the context of inflation.[***] [El Economista

Source: ****

4.1 Typology of the offer

Jam and jam :

The main difference between jam and marmalade is the amount of sugar used in their preparation. Jam contains an equal proportion of fruit and sugar, while jam contains more than **% sugar. This makes marmalade softer and less sweet than jam. In addition, jam is prepared from whole fruit, while marmalade is prepared from fruit cut into chunks or puree. Jam is also usually prepared with a higher proportion of water than jam.

The following table presents the different differentiation criteria for jams and marmalades that can be found in the offer.

Source: ****

4.2 Prices

The prices of jams depend on the determined factors seen in part *.*. Here is a list of the different prices that can be found in the Spanish market.

Source: ****

4.3 Supply trends

In terms of supply trends, we can highlight * major trends in the jam market:

Artisanal jam. If the handmade jam is at the beginning a product that can be obtained directly in the farms, the industrialists started to create a special segmentation as for this type of products. The brand La Artesana then bets on these types of products by proposing products that would be elaborated with these production methods. This marketing method then tries to propose to the consumer a product that would be more artisanal than the others.

Organic jam. The organic jam is based on the trend of organic and healthy consumption in Spain. These products want then to propose to the consumer a jam elaborated with fruits without pesticides, which appears better for the health of the consumer with less sugar and more fruits. [***]

Jam with more elaborated recipes. the offer wants to surprise the consumer by offering new exotic flavors and mixtures of flavors. The offer proposes for example apple and cinnamon jams, chocolate and bitch or even Yuzu, a fruit from Japan[***].

Jams without added sugars. The offer also proposes jams with * added sugars to give to the jam the image of a light and ...

5.1 Legislation

Royal Decree ***/****, of July *, ****, determines the rules for the production and labeling of jams and marmalades.

Regarding the regulatory standards, the following can be found:

The products for jam production must comply with the requirements established in the Spanish and European legislation on food safety. The fruit used must be in good condition, clean and whole. The jam must be made with a minimum of **% fruit and a maximum of **% sugars. The sugar used must be invert sugar, white or brown, or honey. The jam must be free of lumps. The density of the jam should be between *.* and *.* grams per milliliter. Jams must be packed in airtight containers and properly labeled. The jams must comply with the established quality requirements

Also, regarding labeling, there are these standards:

The label must include the name of the product, the net quantity, the name of the manufacturer, the title of the recipe or instructions for consumption, the expiration date, any warnings or restrictions on use, the list of ingredients and the sugar content. The percentages of fruit and sugar should be specified. Labels must include a warning or restriction of use if the jam contains allergenic substances. Must specify the place of origin ...

6.1 Segmentation

• Unilever España
• Confituras Siboney, S.A
• Conservas Lazaya Frutas Dulces, S.A
• Jumel Alimentaria, S.A
• Alcurnia Alimentación, S.L
• Iberfruta-Muerza
• Grupo Helios
• Conservas Pedro Luis, S.L *
• Hero España, S.A
• Grupo Ángel Camacho, S.L.