London, Jan 12 (ANI): Traditional British preserve marmalade, which used to be a favourite breakfast staple, is fast losing its place on the table as more people prefer peanut butter and chocolate spread.
According to sales figures, marmalade is losing its charm along with honey, while jam, which is still the top most popular spread, has remained steady.
And calorific and salty peanut butter and sweet chocolate spread are winning over younger consumers, with sales increasing substantially over recent months.
Kantar World Panel, the leading grocery research firm, revealed that a substantial 800,000 fewer litres of marmalade or about 2.5 million fewer standard sized jars were eaten during the 12 months to October 2010.
In total 29.6 million litres of marmalade was eaten, bringing sales down to 2.8 percent, and sales of honey also fell by 1.9 percent, with 17.2 million litres consumed.
Meanwhile 22.2 million litres of chocolate spread and peanut butter were consumed, with sales of these increasing by 8 percent and 7.5 percent respectively.
"Oh these statistics are just tragic," the Telegraph quoted Xanthe Clay, a food columnist, as saying.
"Marmalade is one of the great British foods and it is, when made properly, quite a sophisticated taste, packed with thick bitter Seville oranges. Peanut butter is just a salty hit - you don't get anything more than that.
"Marmalade, spread onto toast, oozing with butter, is one the quintessential breakfast foods. We must do everything to win over young people to its charms," Clay stated.
The industry figures, published in the Grocer trade magazine, confirm a long-running decline in sales of honey and marmalade. (ANI)