Specialty Food Magazine

says Chris Weybright, buyer. "In this category, people are driven by ingredients on the label. If it's a strawberry jam, they want to see strawberry as the first ingredient." Weybright also notes that while classic fruit flavors sell, his shoppers are interested in more innovative flavors like raspberry-hibiscus and cherry-Chai. "Anything fig is a best seller," he adds. Innovation in the category ties into some food and beverage trends brought about by the pandemic. According to predictions from the SFA Trendspotter panel, Restaurant Cooking in the Home Kitchen and Global Travels at Home are among top trends for 2021 as consumers seek to replicate experiences they used to enjoy while dining out or traveling. Interesting, out- of-the-ordinary, and international flavors and combinations could present opportunity. "[Consumers] want something more complex and would enjoy sweet/sour or even sweet/sour/ bitter flavor combinations that are more dynamic," explains Browne. "We've already seen the rise in popularity of superfruits from South America and Africa, for example, and there's still room for that in this category, but I'm also just talking about spice-fruit combinations that impart these flavors without being overly functional or healthy in nature. They just simply taste good and give the palate something new and exciting." Health and wellness concerns in the midst of the pandemic are also fueling a functional foods trend that is manifesting across categories, including jams and preserves. "We fully expect to see some fruit and superfood blends such as fruit and turmeric to be used in a jelly or topping," says Andrew Freeman, founder of af&co, a creative and strategic consulting firm with a focus on hospitality and lifestyle, and member of the SFA Trendspotter panel. Some, however, advocate intelligent innovation. "I'd just caution brands not to make these flavors feel too risky right now," says Melanie Zanoza Bartelme, global food analyst, Mintel. "People will be watching their money, and it could be a difficult proposition to get people who are feeling financially pinched to spend money on something they aren't sure they will like. Smaller sizes, variety packs, and the like could assuage some of that." Clif Family Organic Strawberry Preserves spooned over burrata Specialty Food Purchase Drivers Specialty food consumers have multiple reasons for buying specialty foods and beverages, many of which can inform product development and sales and merchandising in the fruit spreads, jams, and jellies category. 1. Interesting or unusual flavors or varieties 49% 2. Superior quality to everyday 47% 3. Superior flavor to everyday 46% 4. Simple, clean, recognizable ingredients 45% 5. Authentic ethnic flavors or varieties 43% Source: State of the Specialty Food Industry, 2020-2021 Edition Denise Purcell is vice president of content and education for the Specialty Food Association. "In this category, people are driven by ingredients on the label. If it's a strawberry jam, they want to see strawberry as the first ingredient." WINTER '

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