With the current cost of living crisis and rise in obesity leading to the introduction of the sugar tax, it was interesting to us to discover that the sales of jam in the UK actually increased in the pandemic with £25.8m worth of jam being sold in the UK in 2020. 

In spite of the crisis, we know that the black community’s spending power is on the rise in the UK and is now an estimated £300 billion.

We wanted to explore jam and its wider cultural and social context and significance today, offering valuable insights for brands and providing insights that open and illuminate the channels between culture and subcultures.

“Doesn’t matter how far the Mandem get, there will still be strawberry jam in the cupboard.”

– Giggs, 2018

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