Jam and honey are the new orange - orange marmalade, that is. The slightly sweet preserve is rapidly falling out of fashion in England. It first gained popularity in England in the 17th century, when citrus fruits became common and the preservation technique used for cooking quinces was applied to them. Since that time the spread has only grown in popularity and, for at least the past several decades, could be considered to be a breakfast staple in many homes. In the last year, however, 440,000 households in Britain stopped buying marmalade. Statistics indicate that the reason for the decline may be younger consumers, as most in the under 45 age group consider it to not be sweet enough. 81% of marmalade is eaten by those over 45.
With the decline of marmalade comes the rise of jam and honey, which grow more popular every year, despite reports last year that indicated that jam, too, was falling from favor. Honey is up almost 5%, while jam is up 1.5%.
Retailers and manufacturers alike are now trying to find ways to draw more children to marmalade
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