Jam is falling out of fashion. The sweet treat, a cooked combination of sugar and fruit, seems to be being shunned for health reasons. It's not the fruit that's the problem, of course. It's the sugar.
Sugar has been villainized by the health-craze and rising carb-consciousness of recent years and, as jams are often half sugar, it might make sense that consumers could be concerned. Of course, jam is hardly a major source of sugar in people's diets, though the fruity spreads often have much more sugar than fruit, very few people are eating jam by the jarful. More than likely, candy and sodas are far exceeding the consumption of sugar from jam, but the preserves industry is taking a hit because it is something people feel they are willing to go without.
The trend is very noticeable in England, where jam or marmalade was served with toast and scones at both breakfast and tea on most days. I am certain that I'm not the only one who has noticed the proliferation of sugar-free "jams" on this side of the Atlantic, too.
I don't want to see jam go the way of other, once beloved, foods. Jam is delicious and far from the worst thing you can eat. Perhaps a campaign to spread awareness is in order.
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