FRUIT SPREAD STATISTICS
In the U.S. approximately 1 billion pounds of fruit spreads are produced annually. Per capita consumption is approximately 2.2 pounds annually. The market for preserve products has been stable for more than 20 years, following significant growth in the years following World War II.
Preserves currently represent 33.6% of the total sales of the overall fruit spread category (jams, jellies, preserves, fruit spreads, marmalades, fruit & honey butters). Jams make up 21.45% of sales with jelly sales close behind at 20% of sales. Fruit spreads are 16.45% of sales, marmalades comprise 5.2% of sales, and fruit and honey butters make up 1.2% of the overall category.
Source: Progressive Grocer, September 2004
Supermarket Sales of Fruit Spread Products
The entire category of fruit spread product supermarket sales was $671.03 million in 2003, up 0.3% from 2002. Jam sales were down 0.1% from 2002 at $143.96 million. Marmalade sales were $34.77 million, up 0.4% from 2002. Sales of jelly were down 1.1% at $134.53 million, and preserve sales were $225.52 up 1.1% from 2002. Fruit spread (e.g., all-fruit spreads) sales were down 0.5% from the previous year at $110.36 million. Fruit spreads, jams, jellies and marmalades represent 40% of the “Jams/Jellies/Spreads” category as defined by Progressive Grocer which also includes peanut butter, honey, fruit and honey butters and garlic spreads. Peanut butter makes up 49% of the category, and fruit & honey butter make up 1.2% or $21.89 million in sales (up 5.7% since 2002). The two charts below graphically represent the overall fruit spread sales over the past three years and the sales per category of fruit spreads.
According to Progressive Grocer, in 2002, the projected retail sales of the category in all markets including mass merchandiser outlets (if fruit spread products also make up 40% of the “Jams/Jellies/Spreads” category in these outlets) would be $915.30.
Source: Progressive Grocer, September 2003, 2004
New Products
Through November 2003, a total of 128 new products were introduced into the “jams, jellies, marmalades, sweet butters” category as compared to 179 for the same time period the previous year. Yet on the new product scene, fruit flavors are not just for fruit spreads anymore. Fruity concepts are also showing up in other areas such as berry-flavored barbeque sauces and glazes and fruit salsas.
Source: Stagnito’s New Products Magazine, September 2003 & December 2003; Productscan Online
Fruit Spread Purchase Behavior
- In 2002, 23.8% of U.S. households purchased some type of fruit spreads at least once. Approximately 26% purchased jams, 34% purchased jelly, 34% purchased preserves, 16.6% purchased fruit spreads and 7% purchased marmalade – or about the same as in 2001. About 5.2% of households purchased fruit or honey butters.
- In 2001, each household spent approximately $5.80 on preserves, $4.47 on jams, $3.46 on jellies, $5.85 on fruit spreads and $3.85 on marmalade.
Source: Progressive Grocer, September 2002 and 2003
Where Do People Buy Fruit Spreads?
As the supermarket industry consolidates, other retail outlets such as mass merchandisers and drugstores are taking the opportunity to draw in consumers. In 2000, sales of jams, jellies, fruit spreads and preserves to supermarkets, mass merchandisers and drug stores totaled $624.1 million. Of that total, supermarkets represented $338 million, up 1% from 1999. Mass merchandisers represented $9.9 million, up 4 percent from the previous year, and drug store sales equaled $3.5 million, down 10 percent from 1999. According to the July 2001 Progressive Grocer, 88% of consumers purchased fruit spreads in supermarkets, 1.5% bought them in drug stores and 4.25% bought them in mass merchandiser outlets.
Source: Progressive Grocer, July 2000 & 2001
The table below provides additional insight into where fruit spreads are purchased in various retail outlets.
Percentage Of Fruit Spread Buyers Making At Least One Purchase In The Retail Outlet
|
Retail Outlet |
Fruit Spreads |
Jams |
Jelly |
Preserves |
|
Supermarket ($200 million+) |
85.1% |
85.5% |
84.6% |
79.1% |
|
Grocery (Under $200 million) |
2.0 |
2.0 |
2.8 |
2.2 |
|
Mass Merchandiser |
2.3 |
1.6 |
3.1 |
2.5 |
|
Warehouse Club |
4.3 |
4.7 |
3.5 |
9.3 |
|
Drug Store |
0.5 |
0.9 |
1.0 |
1.1 |
|
Convenience Store |
0.1 |
0.1 |
0.3 |
0.2 |
|
Other |
5.7 |
5.2 |
4.7 |
5.6 |
Supermarket Business: July 2000
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