Experts note clear trends in the growth of the confectionery market in the segment of marmalade (mainly jelly-shaped). Despite the consistently high demand for these sweets, the domestic market is still far from oversaturation.
However, the competition in this segment is also rather big (a total of about eight to ten large manufacturing companies and dozens of small enterprises in the regions), since equipment for the production of marmalade products is inexpensive and the production technology is quite simple.
According to experts and producers themselves, the situation in this segment is gradually starting to change: buyers from large cities of Russia give preference to more expensive marmalade with the addition of natural juices, and cheap jelly-shaped marmalade is popular in cities, villages and villages with an average per capita income no more than 10 thousand rubles a month.
Manufacturers begin to expand the range of products, offering consumers special types of sweets, for example, lean version of marmalade or marmalade with various toppings. Although most factories are not yet able to update their equipment and, as a result, can only change the form and content of their products without making any serious changes to the recipe.
The largest enterprises and small confectionery companies are trying to occupy narrower and more labor-intensive segments, producing, for example, fructose marmalade or jelly sweets. Domestic products prevail in this market. This is due not only to high transportation costs and a limited shelf life, but also to great customer confidence in domestic brands.
Despite the fact that a year ago, experts predicted the emergence of possible difficulties with raw materials for marmalade producers, these forecasts were not confirmed. Factories use both Russian and imported raw materials (mainly agar and pectin). Paradoxically, raw materials brought in from abroad are often even cheaper.
Types of Marmalade
Depending on the raw materials used in the production of marmalade, the following types of these confectionery products are distinguished: fruit and berry (based on gelling fruit and berry puree), jelly (based on gelling agents), jelly fruit (using gelling agents in combination with fruit berry puree) marmalade.
In order to save and reduce the cost of production, modern domestic manufacturers prefer jelly marmalade, which, nevertheless, is inferior in taste to fruit and berry. For the production of jelly marmalade, syrup made from sugar and molasses, agar or agaroid (gelling components), dyes, flavors and food acids are used.
There is also a classification of marmalade, depending on the method of its molding: actually shaped (marmalade mass is cast into hard forms), stratum (mass is cast immediately into containers) and threaded (cast mass is cut into separate pieces).
Equipment for the production of marmalade
The equipment for the production of marmalade includes a marmalade melting machine, steam digesters (for cooking marmalade mass of various colors), a steam generator for generating steam, a tempering machine, a cooling cabinet, a string cutting machine, and a drying cabinet. If you are going to produce also marshmallows or mixed types of marmalade, you can not do without a whipping machine for preparing an opaque layer and a tubular apparatus. You will also need silicone molds and trays for drying products. Used equipment will cost at least 550-700 thousand rubles, depending on the condition, configuration and performance.
To accommodate all the equipment you will need a production area of at least 250 square meters. m. Renting such a room will cost 50-60 thousand rubles per month. To work on the line enough 6-8 people who will work in two shifts.
Marmalade production technology
The most common jelly marmalade is based on such a component as agaroid, agar or pectin. Depending on the component used, a certain production technology is applied. As already mentioned, most of the assortment of many domestic manufacturers is jelly shaped marmalade.
The procedure for its manufacture on the basis of an agar or agaroid includes several stages: soaking and washing the gelling components, preparing syrup from pre-prepared agar, sugar and molasses, boiling the jelly mass, cooling and cutting it, casting the mass into molds, marmalade gelation, sampling from forms and layout of marmalade on the sieve. At the end, the marmalade is dried at a temperature of 40 ° C for 45-60 minutes and sprinkled with sugar, dried and cooled again, and then packed in boxes or bags.
The technology for preparing fruit and berry marmalade is somewhat different from jelly and includes the following stages: preparation of raw materials, preparation of the recipe mixture, boiling the marmalade mass, its cutting, casting into molds or trays (respectively, mold and plastic marmalade), drying (for shaped marmalade) or curing (for reservoir), packaging and packaging.
To prepare the prescription mixture, blended mashed fruit and berry (most often apple plus various additives) mashed potatoes with sugar and molasses are used. Modifying salts (sodium lactate or disodium phosphate, as well as other salts) are added to the puree to reduce the viscosity of the mass during boiling and to reduce the speed of solidification of the marmalade mass.
After which the mixture is mixed and sent to the cooking apparatus for boiling at a temperature not exceeding 85 ° C. If the welding is carried out periodically, a spherical vacuum apparatus is usually used.
Then the marmalade mass cools down a bit and goes to cutting, where various dyes, flavorings, acids are added to it. This happens periodically in tanks with a stirrer. Then the mass is mixed again and transferred to the casting - either in molds (in the production of shaped marmalade), or immediately into packaging or boxes (in the production of plastic marmalade). Marmalade is cast into molds on marmalade-smelting machines, and then laid out on aluminum perforated sheets, on which it is fed for drying.
There are several types of dryers: chamber, conveyor and cupboard. Since the drying takes place at high temperature, after it the marmalade must be cooled at a temperature of 15 to 30 ° C - in special chambers or just indoors. The latter option, although it allows you to save money on the purchase of ovens, is less desirable. Chilled marmalade is packed in bags or boxes.
Technological features of the production of various types of marmalade directly affect the cost of production. So, figured marmalade is more expensive than jelly-shaped, which does not prevent it from enjoying more popularity among consumers. For fruit and berry, jelly and jelly-fruit marmalade, GOST 6442-89 applies, which defines the requirements for raw materials, quality and appearance of products.
Deformation of products caused by violations of the procedure for forming, laying, transporting and storing marmalade, sagging and burrs, wet and sticky surfaces, a rough crust on the surface, dense and hard, or, on the contrary, sugar and low elastic consistency, unexpressed taste and aroma, extraneous impurities - all this is considered a sign of inadequate product quality. Please note: storage conditions for finished products are also of great importance.
Sales and promotion of products
The relatively high level of competition in this segment of confectionery makes manufacturers fight for their place in the market and take into account all the factors that force consumers to make a purchase: the cost of products, the appearance of the packaging, the quality of marmalade, a large assortment, etc.
It is noteworthy that most Russian confectionery factories producing marmalade do not pay enough attention to positioning their brand, as this requires serious marketing support, and, consequently, an impressive budget.
According to experts, the best way to promote such products is to be present in all major retail chains (subject to affordable prices and good product quality). Agreeing with the latter is the most difficult task, especially for a young company. If it has not yet been possible to achieve this, then it is worth thinking about producing not packaged, but weighted marmalade and selling it in retail grocery stores.
Do not save on design and packaging. Weighted products are packed in closed corrugated boxes or in the so-called “televisions” (cardboard boxes closed on top with a transparent film). Retailers prefer the latter type of packaging, which serves as a display case, allowing the buyer to clearly see the goods, in contrast to completely closed boxes. For packaged marmalade, transparent and bright packaging is used that attracts the attention of buyers. The lower part of the packaging of jelly-shaped marmalade is often closed with a pattern so that sprinkled sugar is not visible.
The marmalade production business, like the entire confectionery market, is subject to the seasonality factor: after the New Year holidays, demand increases sharply, and from the beginning of autumn to the end of the year, it decreases markedly. This is due to the fact that with cooling, consumers prefer chocolate products, cakes and cookies. The peak of sales falls on the warm season. Unlike chocolate products, marmalade retains its presentation and freshness even in the heat, so in the summer it is bought much more often.
So, for the organization of own production of marmalade, capital will be required in the amount of one million rubles. Average production capacity is 25-35 tons per month. With such indicators, profitability reaches 20-40%, depending on the cost of the raw materials used. With minimum production volumes of 25 tons of products per month, the monthly turnover is 700 thousand - 1 million rubles.
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See also: videos about the production of marmalade