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Private label brands lead marmalades; Hero, a front-runner in jams

Ana Villarino. Journalist

The marmalade and jam sector has hit a rough patch, as detailed in the report published in last week's Wiki newsletter based on data from IRI for the MAT at March 22nd, 2015. Sales volume for the market as a whole in self-service establishments amounted to 31.02 million kilograms, reflecting a decline of 1.74%, and revenues amounted to 112.54 million euros, down 2.81%. Marmalades registered a decline of 1.46% in value and 1.40% in volume. Sales of jams fell by 6.10% in terms of value and by 1.84% in terms of volume.

A slide by private label marmalade

Private label marmalades has a market share of 48.9% and revenues of 39.41 million euros, 8.8% less than in the same period last year. In sales volume terms, the private label product has a market share of 64.4%, equivalent to 15.51 million kilos, a decline of 5.4%.

The leading brand in this category, Ángel Camacho Alimentación, increased sales in terms of both value and volume. Marmalades sold under the La Vieja Fábrica brand have a market share of 16.8% in terms of value and sales of 13.51 million euros, up 6.8% compared with the previous period. In terms of volume, sales totaled 2.72 million kilos, providing a market share of 11.3%, an improvement of 6.6%.

With this growth in value and volume, reversing the downward trend in the category, Ángel Camacho reinforces its leading position as the private label leader in marmalade; Hero also exhibited notable growth, although it has a smaller market share.

The brand, which is based in Alcantarilla (Murcia), reported sales of 8.86 million euros in the period analyzed by IRI, with a market share of 11% and growth of 29.53%. In volume terms, sales totaled 1.89 million kilos, 36.9% more than in the previous year, with a share of 7.9% of the marmalade market.

Helios and Unilever, in contrast, reported a negative performance in marmalade. The former, based in Valladolid, reported sales of 12 million euros (14.9% market share), a decline of 0.9% while, in terms of volume, sales amounted to 2.9 million kilos (12.1% market share), a slide of 3.1%. Unilever saw a decline of 5.7% in terms of value (sales of 2.15 million euros) and 5.9% in terms of volume (sales of 0.48 million kilos)

Hero sees slight growth in volume in jams

Within the jam category, Hero maintains a very strong lead, with a market share of 78.6% in value and 83.3% in volume. However, its performance has been disparate: while revenues have fallen by 6.04% (25.05 million euros), sales in terms of volume expanded by 0.34% (5.79 million kilos).

AndrosFoods ranks second in this category, with a positive performance in terms of value (+10.9%) and volume (+12.5%). The company obtained revenues of 1.82 million euros, providing a market share of 5.7%, and a volume of 273,285 kilos, representing 3.9%.

Caro Import ranks third in the category, with sales in terms of value amounting to 870,315 euros, a market share of 2.7% and a decline of 13%. As for volume, sales totaled 148,160 kilos, providing the company with a market share of 2.1%, down 17.1% with respect to the same period last year.

The private label product in the ranking comes in fourth, with sales tumbling 32.3% in value, to 860,302 euros, and by 30.4% in volume, to 205,329 kilos, with shares of 2.7% and 3%, respectively.

Nestlé ranks fifth in this category, registering a negative performance. The brand saw an 18.1% decline in terms of value, to 682,270 euros, and a 14.3% slide in volume, to 120,651 kilos.

The five above-mentioned producers account for 91.8% of the jam category, and 94% of volume.

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