SuperJam Case Study: redefining the jam market by emphasizing a healthy product offering

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

Datamonitor View

CATALYST

SUMMARY

Analysis

The UK jam market has been slow growing, but product innovation has boosted its image in the downturn

The jam category has been stifled by being perceived as old fashioned and unhealthy

The recession has boosted consumer interest in foods of their youth, enhancing jam category growth

Manufacturers have attempted to further boost the jam category with healthier varieties in unusual flavors and additional pack sizes

Health claims dominate recent jam launches

Traditional flavors are still popular, but unusual ones with stand-out appeal are increasingly being used

Smaller households are being addressed with smaller jam sizes

Private labels still dominate the category, making it important for manufacturers to encourage brand loyalty through product differentiation

SuperJam has performed strongly by redefining the traditional image of jam

SuperJam was established in 2003 and has since gained distribution in national UK retailers

SuperJam's key differentiation from other brands is its superfruit content which underscores the brand's health focus

Superfruits are a growing phenomenon but are poorly represented in food categories

The company addresses the health trend with a superfruit focus and low sugar, no additive formulations

SuperJam markets itself as a forward thinking company with a nod towards the traditional

The company presents a modern image that is deliberately in contrast to other brands that use traditional packaging

However, the company acknowledges its traditional roots and is addressing nostalgia trends by developing a jam cookery book of traditional recipes

The company's marketing efforts have focused on underlining a value for money preposition along with a caring image

The company has capitalized on recessionary consumers' attraction to coupons by issuing over 25 million in a four month period

SuperJam is cultivating an image as a caring company through its charity tea parties

Conclusion

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: The UK jams & preserves market by value ($m) 2003-13

Table 2: Leading flavors and claims in UK jam launches, 2007-09

Table 3: Leading brands in the UK jams & preserves category, 2008

List of Figures

Figure 1: Jam launches have been strong in the past year

Figure 2: Manufacturers are attempting to boost the jam category with organic ingredients, new package sizes and exotic flavors

Figure 3: SuperJam is a growing UK jam brand that is performing well

Figure 4: Food categories are poorly represented in recent global superfruit launches

Figure 5: One in five consumers consider antioxidants to be influential in their food and drink purchases

Figure 6: Over 40% of consumers in the UK are using coupons more to save money

Figure 7: Consumers in the UK are looking to coupons to save money on their grocery shopping