Rapid Growth in the Asian Jams and Spreads Market Driven by Rising Incomes and Online Retail

Published Jul 7, 2024

In Asia-Pacific, China is the leading importer of jams, fruit jellies, and marmalades, with an overall import value of USD 81.55 million. The Asian jams and spreads market is anticipated to expand at a CAGR of 5.46% due to rising disposable income and regionalized taste preferences. Key regional players such as Aohata, Meidi-Ya, Morinaga, Kasro, Monika, and Philippine Brand play significant roles in the expansion of jams and marmalades.Demand for shelf-stable spreads, which are conveniently available online and kept in pantries, is fueled by the expansion of e-commerce. Asia-Pacific’s top consumers of jams and preserves are South Korea, Japan, and Australia, and these countries are expected to grow at the quickest rate of any other Asian region until 2030. To meet the evolving interests of consumers, manufacturers are experimenting with clean-label ingredients, unique flavors, and attractive packaging.

Increasing Demand for Jams and Preserves

The Asia-Pacific jams and preserves market is expected to develop significantly, from USD 2.06 billion in 2024 to USD 2.69 billion by 2029, at a compound annual growth rate (CAGR) of 5.46%, according to the Market Data Forecast. This growth is mostly driven by increased disposable incomes, which encourage customers to spend more on gourmet foods containing jams and preserves. The rising popularity of jams stems from their versatility in enhancing a wide array of dishes and recipes.

Figure 1: Top 10 Import Value of Jams, Fruit Jellies, and Marmalades in Asia 2019-2023

Asian top importers of jams and spreads by value

Source: TradeMap

China is the leading importer of jams, fruit jellies, and marmalades in Asia, with USD 81.55 million in import value in 2023, marking a 6.30% year-on-year (YoY) uptick. Saudi Arabia follows in second place with an imported value of jams and spreads totaling USD 57.54 million, reflecting a 4.73% YoY decline. Regarding other notable importers, the United Arab Emirates (UAE) and Indonesia reported significant YoY increases of 18.74% and 40.06%, respectively, reaching USD 50.12 million and USD 40.42 million in 2023.

Flavor Trends

While strawberry and orange marmalade remain the most popular jam varieties worldwide, there is a clear shift toward specific Asian flavors to meet regional tastes. On the other hand, in Vietnam, local consumers prefer peanut butter, which is slightly sweeter than Western preferences. This trend emphasizes the significance of cultural tastes and preferences in promoting product innovation and market distinctiveness.

Healthy and Clean-Label Trends

Health-conscious consumers increasingly seek products free of harmful components like added sugars and preservatives. This trend is increasing "free-from" claims throughout the spreads category. In response, manufacturers provide sugar-free choices and use natural sweeteners such as honey to suit demand. The emphasis on clean-label components is consistent with overall health trends and customer preferences for transparency and natural products. One of the interesting examples is Mekhala certified organic Thai Red Curry paste made from organic dried red chillies and fresh herbs. This easy-to-use paste requires no additional herbs or spices.

Figure 2: Examples of Health-Conscious Spreads

Source: Amazon

Major Players and Growth of Online Retail

The Asian jams and spreads market is highly competitive, with major global players like J.M. Smucker Company, Kraft Foods, Unilever Group, ConAgra Foods Inc., B&G Foods Inc., Ferrero Group, Hershey Co., and Nestle leading the way. Key Asian brands include Aohata, Meidi-Ya, Morinaga, Kasro and Monika, and Philippine Brand. Local brands are also vying for their share of the market alongside multinational companies.

Japan’s Aohata is renowned for its affordable, tasty jams and spreads, which are widely available in Japanese supermarkets. Meidi-Ya, a distinguished Japanese upmarket grocery store chain, also makes jams and spreads that are extremely popular. Meidi-Ya is known for its Tsubu Strawberry Jam, Juicy Golden Pineapple Jam, and Fruit Crushed Strawberry Jam. Morinaga is also from Japan and manufactures Japanese rennyu (sweetened condensed milk) used in various desserts and spreads.

In the Philippines, Monika offers diverse fruit spreads and jams, including unique flavors like Purple Yam (Ube) Jam. Made without added sugars or preservatives, Monika’s spreads and jams appeal to health-conscious consumers.Kasro is known for its all-natural fruit spreads and jams, which are free from artificial additives or preservatives. The brand offers classic flavors like mango, pineapple, and guava and unique options like tamarind. Philippine Brand, with a history spanning several decades, is a leading company in the local market. It provides a wide variety of fruit jams, preserves, and specialty spreads, including unique options like coconut jam and chocolate-flavored spreads. These products are widely available in supermarkets and grocery stores across the country.

Other notable Asian companies in the industry include Orkla ASA, Wilkin & Sons Ltd, Crofters Food Ltd, and GD Food.

Figure 3: Major Companies of Jams and Spreads

Source: Mordor Intelligence

The growth of e-commerce drives demand for shelf-stable spreads, which can be conveniently purchased online and stored in pantries. Online shopping allows consumers to access a greater range of unique flavors and combinations not always available in traditional stores. This convenience and variety are helping to drive the popularity of online jam and spread sales.

Regional Differences

Japan, South Korea, and Australia are Asia-Pacific's largest consumers of jams and preserves. This region's market is predicted to develop at the fastest CAGR among all regions until 2030. Several factors driving this development include increased earnings, heightened health awareness, and the proliferation of internet retail.

Tridge recognizes that the Asian jams and spreads industry is poised for robust growth, driven by rising disposable incomes, growing health awareness, preference for localized flavors, and the expansion of online retail. Manufacturers are innovating with clean-label ingredients, distinctive flavors, and simple packaging to accommodate growing consumer tastes. The market's dynamic nature and consumers' openness to explore new items create a potential scenario for future innovation and expansion.