"We've already
seen the rise
in popularity
of superfruits
from South
America and
Africa, for
example."
WINTER
&
INC.
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"Jam, like cold cereal and soup to some
degree, is a category that attracts a more
mature audience and isn't retaining a lot of
the younger audiences that are coming up
and shopping now," says Browne.
One bright spot, according to the
State of the Industry research, is that
younger adults, ages 25-34, are putting more
emphasis on specialty foods for breakfast.
While dinner and lunch are still the most
popular mealtimes for usage, this shift
could be a boon for a category like jams
and jellies if they offer the flavor profiles
younger consumers are seeking.
The sugar content in these products
is one detractor, says Browne. "The sugary
nature isn't desirable for younger consumers
who are increasingly seeking out low- or no-
sugar products," he adds.
Some retailers are having success
offering lower-sugar varieties. Each Peach
in Washington, D.C., added low-sugar
options and people are responding to it,
7 Trends to Watch for in Fruit Spreads,
Jams, and Jellies
We asked three SFA Trendspotters what trends they
are seeing or expect to emerge in the category.
1. More low-sugar and naturally sweetened fruit spreads
coming to market, many using honey or maple syrup instead
of cane sugar, or alternative sweeteners like dates.
2. Restaurant-made jams, jellies, and spreads now available
direct to consumers—thanks to COVID-19 and takeout and
delivery. Limited quantities that can give the restaurants
new revenue sources and be delivered (via services like
Goldbelly) not only locally but across the country.
3. More chef-centric offerings like pear with vanilla, plum ginger,
smoked cherry, and chocolate raspberry cabernet preserves.
4. Sweet and savory or sweet and spicy fruit spreads like
salted watermelon or mango chili, as well as sweet and
heat combinations like strawberry jalapeño balsamic,
peach and Carolina reaper, or chipotle raspberry.
5. Added functional ingredients like turmeric or more vitamin C.
6. Unfamiliar fruits like buckthorn jam or alma berry
jelly (Indian gooseberry) and products that reflect the
maker's ethnic heritage and sustainable beliefs.
7. Alcohol-infused products like maple bourbon
peach preserves, IPA beer-infused spreads,
and champagne rose petal preserves.
TRENDSPOTTERS
Melanie Zanoza Bartelme, global food analyst, Mintel
Andrew Freeman, founder of af&co./co-founder of Carbonate
Clara Park, corporate chef of Culinary Innovation for Chelten
House Products, head of the Chefs' Council for C-CAP,
member of the Advisory Board for Drexel Food Core Lab
Chicken glazed with
Blake Hill Preserves Champagne
Lemon Artisan Jam
