The jams market is witnessing somewhat of a make-over lately, with the new EU Breakfast Directive further enforcing where the market has been evolving towards, i.e., higher fruit, lower in sugars products.
Traditionally a staple in many households, these often red fruit spreads are purchased for taste and affordability, to be consumed as a bread topping during breakfast occasions.
While the category is seeing further emphasis on label-friendly formulation, sugars reduction and even first attempts into functional claims, the make-over is especially happening through sensorial innovation.
Whether it’s flavor inspiration from exotic, sour and tart fruits and vegetables, the development of new hybrid formats (fruits & cocoa), or the dialing up of indulgence through new texture experiences, the jams arena is ready to tempt new buyers and occasions.
A “jams and preserves” definition
The category includes all varieties of pre-packaged fruit jam and preserves. US style “jelly,” which is also spread on bread as jam is, is also included here.
Product types/flavors include:
- Strawberry, raspberry, blueberry, apricot, peach
- Orange (marmalade)
- Lemon, lemon curd
- Kaya (egg and coconut-based spreads from Asia)
- Grape jelly (primarily in US)
Out of scope for the jams & preserves sector are stewed fruits (compote).
Some key statistics on jams:
- Europe represents 39% of global jams & preserves volumes.1
- Germany, France and Italy are the Top 3 markets.1
- 1.3% in volume, and 3.0% in value (CAGR til 2030)1
- -0.5% growth in product launches.2
- Taste and cost are the number one product attribute influencing purchase.3
Whilst the jams market is stable in terms of number of new product launches over the last 3 years, there is especially noteworthy launch activity happening in the areas of sugar reduction and taste exploration. We also see the first examples of jam manufacturers leveraging functional claims – a hot topic now in all food & beverage products.
Key challenges
The key challenges manufacturers face in creating delightful jams can be summarized as three-fold.
1. Create the targeted texture: from gelled & cuttable to soft & spreadable.
2. Ensure stability over shelf life, including fruit pieces distribution & texture stabilization, syneresis control and storage stability.
3. Bring indulgence (nice fruity flavor and balanced sweetness, color, and mouthfeel).
Especially with the recent move towards reducing sugars and increasing fruit content, you require a partner with advanced ingredients and formulation expertise. The good news is that in Cargill you can find this one-stop-shop to help you move with speed.
Solutions
Fruit-based products require the right mix of ingredients, expertise and understanding of the final matrix. Our broad range of (plant-based) ingredients including texturizers, sweeteners, fibers, cocoa & chocolate, as well as functional systems are designed to inspire consumer-pleasing solutions.
Pectin
In jams or fruit spreads, the texturizer – typically pectin- is critical to help develop a consistent texture, distribute & stabilize the fruit pieces, prevent syneresis, and create a pleasant mouthfeel. The different pectin types are defined by their gelation system (sugar, acid and calcium are the pectin gelling agents), with each type having its own functionalities and properties.
Cargill has a wide range of pectins with consistent product quality and full controllability for the targeted (sub)-application. Our dedicated application and technical experts are there to help you unlock the best out of pectin’s possibilities.
The range covers a full array of specifications with regards to reactivity, pH, calcium content of fruit, filling temperature and more.
UniPECTINE® HM and OF Series are developed to meet the needs for traditional (HM) and lower brix (OF) jams & jellies. These pectins help deliver a consistent, smooth, soft and spreadable texture, distribute and stabilize the fruit pieces, prevent syneresis and create a pleasant mouthfeel.
Sweeteners
Cargill offers one of the broadest sweetness portfolios; ranging from full to no calorie options, to offer choice to customers, and consumers.
Whether you’re creating an entirely new product or formulating for balanced nutrition, Cargill’s broad range of nature-derived sweetness solutions can help you deliver sweet success.
EverSweet®* is our next-generation stevia sweetener produced by fermentation, that helps to deliver a sweet taste with minimal off-notes. It enables deeper sugar reduction than previously possible with leaf-based stevia sweeteners.
*EverSweet® is a product of Avansya, a joint venture between Cargill and dsm-firmenich.
1 Euromonitor database, jams & preserves total volumes, World and Europe, 2025, and CAGR 2025-2030
2 Innova Market Insights product launch database, July 2022-June 2025, Europe
3 Innova Market Insights category survey 2025, European average
The labeling, substantiation and decision making of all claims is the customers’ responsibility. We recommend you consult regulatory and legal advisors familiar with applicable laws, rules and regulations prior to making labeling claims decisions for your products.