Ana Villarino. Journalist
The marmalade and jam sector has hit a rough patch. According to data from IRI Worldwide Group, sales from March 2014 to March 2015 totaled 31.02 million kilograms, reflecting a 1.5% decline, compared with March 2013 to March 2014 (31.49 million).
The marmalade and jam sector reported sales of 113.2 million euros from the self-service channel in the period from March 2014 to March 2015, a decline of 2.3% compared with the same period one year earlier (115.77 million euros).
In terms of categories, the sales trend from previous years persists, with marmalades continuing to drive the market with 24.07 million kilograms consumed in the last 12 months, compared with 6.95 million kilograms of jams. As a result, marmalades have a market share of 71.6% in terms of value and 77.59% in terms of volume.
Nevertheless, both figures have declined with respect to last year, by 1.5% and 1.9%, respectively. Sales of jams also slipped, by 6.1% in terms of value and 1.9% in terms of volume.
Large supermarkets report the greatest sales
According to the most recent data from IRI, large supermarkets (those whose sales areas span 1,001-2,500 square meters), account for 41.99% of sales in this segment, which totaled 47.26 million euros.
Medium-sized supermarkets lagged far behind, accounting for 27.15% of total sales (30.56 million euros), and hypermarkets accounted for 17.9% (20.10 million euros). Small supermarkets reported sales of 14.60 million euros, equivalent to 12.97% of the total.
Sales of this product declined by 1.3% at large supermarkets and by 2.7% at hypermarkets, and tumbled the most at medium and small supermarkets, by 4.1% and 5.6%, respectively.
In terms of sales volume, large supermarkets offer the greatest amount of marmalades and jams (43.47%), followed by medium-sized supermarkets (27.17%), hypermarkets (15.89%) and small supermarkets (20.9%).
Madrid, the sweetest region
In terms of geographies, consumption of marmalade is highest in the Madrid metropolitan area, which accounts for 15.9% of sales, amounting to 17.9 million euros.
The northern area accounts for 13.71%, northwest for 10.98% and the central area for 8.43%.
The Barcelona metropolitan area accounts for 9.8% of the total, the northwest for 14.33%, the central-eastern area for 13.65% and the south for 13.14% of the total.
All geographic areas registered a decline in sales. Paradoxically, and despite its leading position in economic terms, the Madrid metropolitan and central areas reported the greatest decline, by 4% in both cases.
The northwest and southern areas registered the smallest slip in sales, by 1%.
*Source: Data provided by IRI Worldwide Group for the period from March 2014 to March 2015