Free digital copy
Get Speciality Food magazine delivered to your inbox FREE
Get your free copy17 January 2011, 17:55 PM
- Marmalade is fast loosing its place on the traditional British breakfast table, with consumers more likely to spread peanut butter and chocolate spread on their morning toast
According to market research company Kantar World Panel, around 2.5 million fewer standard-sized jars of marmalade were eaten in 2010 – signifying a sales dip of almost three percent. In contrast, sales of chocolate spread and peanut butter increased by eight percent and 7.5 percent respectively.
Experts largely account this to the decreasing number of younger consumers buying the preserve. Indeed, approximately 80% of marmalade sales are to shoppers over 45.
However, producers remain convinced that the golden spread has a bright future. “These gloomy statistics seem to come out every year, but we’ve noticed no decrease in demand,” says Martin Grant, commercial director at marmalade company Mackays. “Marmalade is an acquired taste. It’s definitely something that comes with age, and I’m not sure it has ever been incredibly popular with the younger generations,” he says.
“People often talk about the future of marmalade and ask whether people will still be eating it in a few decades time: of course they will! We produce up to 150,000 jars a week and I can’t see that changing any time soon,” adds Mr Grant.
