L
ike many center-store categories, fruit
spreads, jams, and jellies are benefiting
from COVID-19-induced at-home habits.
With a record number of consumers cooking and
eating at home, they are filling the cupboards with
shelf-stable, meal-prep helpers for breakfast, lunch,
dinner, and snacks.
Fruit spreads, jams, and jellies fulfill consumer
needs for convenience and have multiple uses as
a breakfast spread, mixed in yogurt, or for PB&Js
for both adults and children as the whole family
attends work and school under the same roof.
"Jams and jellies are benefiting certainly from
eating-at-home occasions, but the category is also
benefiting from the fact that kids specifically are
home much more often due to school closures,"
says David Browne, market researcher, retail and
brand consultant.
While these products are widely available in
familiar flavors like strawberry and blueberry that
are crowd pleasing and comforting in times of
unease, category innovations are answering desires
for exciting or global tastes to help avoid menu
fatigue.
Sales Stats
Prior to COVID-19, from 2017-2019, specialty fruit
spreads, jams, and jellies reached $270 million
in brick-and-mortar retail sales, according to the
SFA's State of the Specialty Food Industry research,
2020-2021 Edition, produced with Mintel. That
marks an 11.3 percent increase, versus only 0.5
percent growth for the total fruit spreads, jams, and
jellies category. Specialty sales account for nearly
one-third, or 31 percent, of the total category.
"The highest-tier specialty brands in the fruit
spreads category are selling well in conventional
outlets," says Browne, who works with Mintel on
the annual research. "Fruit spreads selling though
multi-unit outlets grew faster than natural or
specialty supermarkets," he adds.
Since then, the COVID boost has kicked in,
aided by related categories. "COVID has helped
nut and seed butters tremendously. They got a big
lift and I'd expect fruit spreads to do even better
[throughout 2020 and 2021]. Though it's a smaller
category in total sales than nut and seed butters,
it was growing faster year on year heading into
COVID," says Browne.
Challenges and Opportunities
Outside of the COVID boost, one of the
category's biggest challenges is appealing to
younger consumers. According to the State of
the Specialty Food Industry report, consumer
purchase likelihood of jams, jellies, and preserves
and spreads and dessert sauces is highest among
baby boomers, millennials, and Gen Xs. There is a
marked decline among Gen Zs.
J.Q. Dickinson Salt-Works In a
Jam Salted Watermelon Jelly
with toast and eggs
Trends Benefiting Fruit Spreads,
Jams, and Jellies
• Lower sugar
• Global flavors
• Functional
ingredients
• Restaurant quality
• Local ingredients
• At-home cooking and
baking
43%
of jams/confitures
launched globally in
the last three years
(Oct. 2017-Sept. 2020)
contained berry fruit.
—Mintel
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CATEGORY SPOTLIGHT
