More than 2 million tons of jams are sold annually in the world, and during 2018-2023 the volume of global sales of these products has been slowly increasing.
The exception was in 2020, when the consumption of fruit and berry jams decreased against the background of the COVID-19 pandemic, as well as in 2021, when high consumption growth rates were noticed due to the effect of deferred demand. At the same time, against the background of stagnation in the volume of products sold, sales in value terms have been steadily increasing since 2020. This trend is due to both the high level of global inflation and the rising cost of ingredients, as well as a gradual shift in demand towards premium products, especially in developed countries, which are the largest consumers of jams. In 2023, global sales of these products reached a record 2.15 million tons worth 9.81 billion US dollars.
The majority of jam sales traditionally come from retail. The volume of sales of these products in the catering sector decreased significantly in 2020 due to the introduction of quarantine restrictions worldwide. Against this background, the retail share in the trade of fruit and berry jams reached a record level, but the increase in sales in stores did not compensate for the loss of the market as a whole. With the restoration of normal consumer activity, demand for these products has almost returned to the pre-pandemic level: in 2023, retail accounted for 71.8% (1.54 million tons) of jam sales, while the share of the catering sector was 28.1% (0.61 million tons), which roughly corresponds to the level that was noticed before 2020.
Europe is the leading region in terms of jam sales. The share of European countries in the global sales of these products is 39.2%, while in recent years the market has shown low growth rates. In 2018-2023, sales of jams in Europe increased annually by an average of 0.3% and by 2023 amounted to 843.5 thousand tons.
North America accounts for about 24.5% of global jam sales. As in other regions, the catering sector in the USA and Canada was severely affected by the pandemic, which led to a significant (12.6%) reduction in the volume of sales of fruit and berry jams in 2020. At the same time, the North American market still did not reach pre-pandemic volumes: in 2023, sales of jams in the countries of the region amounted to 527.4 thousand tons, which is below the level of 2019.
Asia and Latin America occupy approximately the same share in the structure of global jam sales — 13.6% and 12.2%, respectively, while in 2018-2023 both regions showed an average annual growth rate of 0.6%. In 2023, sales in Asia amounted to 292.5 thousand tons, in Latin America — 263.1 thousand tons.
The Middle East and Africa account for only 10.4% of global jam sales, but demand for these products is growing at the fastest pace here compared to other regions — at an average of 1.8% per year. In 2023, jams and jams were sold in the Middle East and Africa in the amount of 223.5 thousand tons, which is 9.2% higher than in 2018.
In terms of sales of jams, the European region is the leader, accounting for 45.1% of sales in value terms in the world. In 2018-2023, sales increased annually by an average of 3.7% and in 2023 reached a record $4.42 billion. The second largest jam sales region is Asia, whose share in 2023 amounted to 16.3% of the global value or 1.6 billion US dollars, while the average annual growth rate of sales of fruit and berry jams in the region in 2018-2023 remained at a low level of 1.6%.
Sales of jams in Latin America in 2023 amounted to 1.51 billion US dollars or 15.4% of the global volume, while this region shows the highest growth rates — an average of 6.9% annually in the period 2018-2023.
In 2023, North America accounted for 14.7% of global sales in value terms, or 1.44 billion US dollars, during 2018-2023, the value increased annually by an average of 4.3%. Sales of jams in value terms in the Middle East and Africa region in 2023 amounted to 842.5 million US dollars, or 8.6%. The average annual growth rate in 2018-2023 was 3.0%.
Among the countries, the largest volumes of jams are sold in the states of the European Union. In 2023, the EU provided 27.5% of global sales of fruit and berry jams in volume terms (591.1 thousand tons) and 32.5% in value (3.1 billion US dollars). Within the framework of the Union, Germany, France, Poland and Spain occupy leading positions. The main trend shaping consumer preferences in the European Union is the growing awareness of the dangers of sugar for health and the desire of customers to purchase products with its reduced content.
In this regard, the issue of further development of the jam market in the region is directly related to the capabilities of manufacturers to produce products that meet the principles of healthy nutrition. The key task is to change the image of jams towards their positioning as natural and healthy desserts. To do this, companies are experimenting with sugar levels and trying to increase the proportion of fruits and berries in their products. Jams made from locally produced fruits and berries are in particular demand in Europe.
In the structure of global sales of jams in volume terms, the share of the USA is 22.1% (475.8 thousand tons in 2023) in value terms - 13.3% (USD 1.3 billion). Most of the fruit and berry jams in the U.S. market are sold through the foodservice sector, which has led to a significant decline in sales in 2020 due to the COVID-19 pandemic. Sales of fruit and berry jams in volume terms in the U.S. have been growing at a relatively low rate in recent years, leaving the 2023 value still below pre-pandemic levels.
Mexico's share in the structure of global jam sales in 2023 in volume terms was 5.4% (116.1 thousand tons) and 4.9% in value terms (USD 479.1 million). The country is actively developing the trend towards healthy eating. In addition to jams with a reduced content of added sugar, products with natural and functional ingredients, such as flax seeds and chia seeds, are also in demand.
The UK market accounts for 3.7% of global sales of jams in volume terms (79.9 thousand tons in 2023) and 3.6% in value (355.8 million US dollars). Demand for these products in the country is actually stagnating, including due to high inflation. Rising prices affect both consumers and producers, who are forced to adapt to the shortage of necessary ingredients due to the increase in the cost of raw materials.
China accounts for about 3.1% of global jam sales in volume terms (66.3 thousand tons in 2023) and 3.3% in value terms (USD 319.9 million). The Chinese market was severely affected by the COVID-19 pandemic and the imposition of strict quarantine measures, which led to a decline in jam sales in volume terms in 2020 and 2022, especially in the catering sector. The lifting of restrictions made it possible to restore consumption in the HoReCa segment, but retail sales began to show a decline in both volume and value terms. This trend is due to both the return of some consumers to the catering sector and a drop in demand for products containing sugar. Also an important reason for the decline in jam sales in value terms in China is the high deflationary risks observed in the country due to the propensity of local consumers to save money in the economic uncertainty of recent years.
In addition to the European Union, the United States and Mexico, Brazil and Japan are also among the top five countries in terms of jam sales in value terms. Brazil's share of the global jam market in 2023 was 1.5% (32.9 thousand tons) in volume terms and 4.2% (USD 413.0 million) in value terms. Demand for products in the country's catering sector has been stagnant in recent years, while sales in the retail segment have been growing strongly. Local manufacturers are regularly experimenting with flavors, as well as pack sizes and formats to attract new customers in the face of growing demand. Supermarkets are still the main sales channel for jams in Brazil, but in the face of rising inflation, the small wholesale format is gaining popularity, allowing consumers to buy larger quantities at a better price. This factor is now giving additional impetus to the increase in retail sales of fruit and berry jams in the country.
In the structure of global sales of jams in volume terms, the share of Japan accounts for about 1.8% (38.2 thousand tons in 2023), while in value terms - 4.0% (USD 391.3 million). The premium product segment is actively developing in the country. Fruit pastes with added butter are gaining popularity, sold mainly in supermarkets, which are focused on selling goods under their own brand names at a higher price.
In 2023, global imports of jams, fruit jellies, purees and fruit or nut pastes totaled 1.16 million tons worth USD 2.72 billion. Compared to 2022, the indicator decreased by 11.2% in volume terms and by 1.9% in value terms. In 2018-2023, global imports of this product declined annually by an average of 0.2% in volume terms and grew by 4.3% in value terms.
The largest importer of jams, fruit jellies, purees and fruit or nut pastes in volume terms is the USA, by the end of 2023 imported 272.3 thousand tons of this type of products (23.4% of world import). The EU countries also accounted for a significant volume of import (12.7%). Among the member-states of the association the largest volume was purchased by the Netherlands (3.7%), Germany (2.0%) and Spain (1.1%).
The top 5 importers of fruit and berry jams in volume terms also included Russia (8.8%), Canada (7.2%) and the United Kingdom (5.1%). Cumulatively, the top 10 buying countries accounted for 66.5% of the global import volume of fruit or nut jams, fruit jellies, purees, and fruit or nut pastes in volume terms.
Over 2018-2023, the most notable increases in purchases of jams, fruit jellies, purees and fruit or nut pastes were recorded in the United States (+56.7% or +98.6 thousand tons) and Canada (+67.0% or +33.5 thousand tons). Over the same period, imports of these products in the United Kingdom (-34.9% or -31.5 thousand tons) and Saudi Arabia (-50.4% or -20.3 thousand tons) decreased significantly.
In value terms, the largest importer of jams, fruit jellies, purees and fruit or nut pastes in 2023 was the USA, which purchased these products worth USD 652.8 million (24.0% of global imports). The EU countries also accounted for a significant volume of imports (14.9%). The largest volume of purchases by the member states of the association were noticed in Germany (3.2%), the Netherlands (2.7%) and Belgium (1.5%). The top five importers in value terms also included the United Kingdom (7.4%), Canada (7.4%), Germany (7.4%) and the Netherlands (2.7%). (7.4%), Canada (7.3%) and Russia (5.4%). Cumulatively, the top 10 countries accounted for 70.4% of global imports of jams, fruit jellies, purees and fruit or nut pastes in value terms.
During the period 2018-2023, the major growth in global imports of jams, fruit jellies, purees and fruit or nut pastes in value terms was driven by the US (2.0 times or +329.0 million USD) and Canada (+75.4% or +84.9 million USD). At the same time, over the same period the purchases of China (-13.9% or USD 13.2 mln), Great Britain (-5.7% or USD -12.0 mln) and Japan (-4.5% or USD -2.6 million) significantly decreased.
In 2023, global exports of fruit or nut jams, fruit jellies, purees and pastes were 1.27 million tons valued at USD 2.83 billion. Compared to 2022, exports decreased 8.6% in volume terms and were almost unchanged in value terms. During 2018-2023, global exports increased annually by an average of 0.4% in volume terms and 4.7% in value terms.
The largest suppliers of jams, fruit jellies, purees and fruit or nut pastes to the global market in volume terms in 2023 were EU countries (20.5% of global exports), with France (5.6%), Greece (3.4%) and Belgium (2.7%) accounting for the largest shipments. Chile (11.0%) and India (9.4%) were also among the top three exporters. Cumulatively, the top 10 supplying countries of jams, fruit jellies, purees, and fruit or nut pastes to the global market accounted for 70.1% of global exports of these products in volume terms in 2023.
In 2018-2023, the most notable increases in supplies of jams, fruit jellies, purees and fruit or nut pastes came from the USA (+49.2% or +23.1 thousand tons), Ecuador (+30.7% or +15.6 thousand tons) and Costa Rica (+78.4% or +13.3 thousand tons, mainly due to the activity of the largest local producer Fruta Dulce). At the same time, exports of this product from India (-28.5% or -47.7 thousand tons) and Mexico (-27.0% or -13.1 thousand tons) significantly decreased.
In the value structure of exports of jams, fruit jellies, purees and fruit or nut pastes in 2023, the main share was accounted for by EU countries (32.5%), among which the largest volume was supplied to the world market by France (12.7%), Belgium (4.2%) and Spain (3.5%). Turkey (10.1%) and Chile (7.1%) were also among the top exporters. Cumulatively, the top 10 leading countries supplying jams, fruit jellies, purees and fruit or nut pastes to foreign markets accounted for 74.5% of global exports of these products in 2023.
In the period 2018-2023, there was a significant increase in the volume of exports of jams, fruit jellies, purees and fruit or nut pastes in value terms from the 27 EU countries (+26.5% or +192.8 million USD), Chile (+43.9% or +61.3 million USD), Turkey (+24.2% or +55.7 million USD), USA (+46.7% or +49.2 million USD) and Canada (2.1 times or +46.7 million USD). Russia's supply volume increased 2.2-fold over the six years and amounted to USD 53.2 million in 2023. Among the major suppliers of these products in the period under review, only Mexico reduced exports (by 12.5% or USD 7.6 mln).
The average import price of jams, fruit jellies, purees and fruit or nut pastes for 2023 increased by 10.4% relative to 2022 and amounted to USD 2,339 per ton. Among the leading importing countries, the most expensive products were purchased by Switzerland (70.5% higher than the average world price), China (61.5% higher) and Great Britain (45.5% higher). The lowest purchase prices were from Saudi Arabia (43.6% below the world average price), Russia (38.6% below) and Guatemala (35.2% below).
The average export price of jams, fruit jellies, purees and fruit or nut pastes in 2023 was US$2,225 per ton, up 9.3% from the 2022 level. The most expensive products among the leading exporting countries were supplied from Canada (2.3 times higher than the average world price), Turkey (68.3% higher) and EU countries (58.4% higher). The lowest prices were recorded for supplies from Ecuador (72.5% lower than the world average price), Costa Rica (39.8% lower) and India (37.5% lower).
