A new report tracking the shift in consumer attitudes over the last 40 years suggests marmalade has fallen out of ‘flavour’ on the British ­breakfast table, particularly with families.

Research published by Mintel shows that in 1972, the year Mintel was founded, more than a third (36%) of Brits enjoyed a dollop of the orange stuff. Today, apparently just 7% of Brits spread it on their toast. Reports suggest that children particularly have been put off the sticky spread by its strong flavour.

Does this mean people have really fallen out of love with ­marmalade? “Not so!” says self-confessed marmalade champion Jane Hasell-McCosh, who organises National Marmalade Week and the annual World’s Original Marmalade Awards & Festival, which takes place in early Spring at Dalemain House in Cumbria in the Lake District.

Jane said: “I firmly believe that marmalade definitely still has a place on British – and international – breakfast tables and what’s more, there’s been a definite increase in the number of small artisan producers who are turning their pots and pans to the very British love of marmalade making.”

“I would also encourage families to use marmalade not just for toast but also in savoury cooking. There’s nothing better than dipping a BBQ sausage in marmalade. My children loved it and I’m sure this is a good way of getting all children to appreciate its fine flavour,” she added.

Each year the number of entries to the Marmalade Awards rises, with around 1,700 sent in to the 2012 event, from all over the world.

Published: May 30, 2012