Stephanie Moe, Small Business Division, Bord Bia

Bord Bia has just completed research on the Irish Jam sector. The research examined consumer perceptions of the sector, looking in particular to establish greater insights on:

• Usage and occasions
• Consumer segmentation of the market
• Critique of packaging and presentation
• Quality and taste
• Range and pricing
• Identifying marketing and innovation opportunities for jam producers

Bord Bia worked with Jump! research agency on this project.  The methodology consisted of in-home trials with consumers recording usage habits, focus groups and accompanied shops in both Dublin and Cork.

Consumers could broadly be divided into two camps: those for whom jam is a convenient and easy product helping them to re-energise and those for whom it is more of an indulgent, guilt-free pleasure, a comfort food allowing them to re-connect with their family or during precious ‘me-time’. 

Jam producers need to identify the consumer need-state they wish to target and ensure that their product, brand and packaging are addressing the type of experience such consumers seek  and the triggers that appeal to them when selecting a jam.

A report containing the findings of the research has been produced, looking more in-depth at jam consumers and the purchase-drivers of relevance to this sector. If you are interested in this research and want to read more then please contact stephanie.moe@bordbia.ie.

Note: Similar research was conducted simultaneously on the Irish Ready Meals sector. For further information on this research, please contact linda.cullen@bordbia.ie