PackCheck Jam – 8 packaging options compared
PAX becomes PackCheck: We have slightly modified the concept behind our packaging comparisons with the aim of further increasing the added value for our readers. Information on the selection criteria for the products and the usual packaging variants on the market make our analyses more transparent and easier to understand. In addition, we are now focusing entirely on qualitative aspects in the descriptions – you can find the quantitative part, i.e. the points awarded, in detail in the bar chart.
Jam has been given the honor of being the first product category to be analyzed in our new format. As with PAX, we examined the selected packaging in terms of performance, design, and sustainability, and systematically awarded points to each package based on these three criteria. Below, we outline our key findings from the comparison of eight fruit spreads.
Requirements and packaging options
Our PackCheck only includes multiple-use jams weighing between 200 and 500 grams. In order to fully cover the current range on the market in the DACH region, we first gained an overview of the packaging options currently available and selected the products accordingly. Here is an overview of the most common variants:
– Glass, label plus aluminum/cork lid as used by Zentis Naturrein
– Glass, full sleeve as used by Schwartau Samt
– Glass, directly printed as used by Glück
– Glass, paper label as used by Allos
– Glass, paper label plus paper cover on the lid as used by d’arbo
– Glass, label with glossy varnish as used by St. Dalfour
– Aluminum can with plate and plastic lid as used by Koo
– Aluminum can with aluminum lid as used by Schwartau Spezialitäten
A glance at the jam shelves in German supermarkets reveals a very uniform picture: fruit spreads are usually sold in classic glass jars with aluminum lids, which convey quality and freshness and have a somewhat nostalgic appeal. Only occasionally do we see tinplate cans as an alternative packaging solution.
It is particularly striking that innovative packaging materials and shapes such as plastic containers or tubes are almost completely absent in this country – good news for new brands or bold established brands that can immediately set themselves apart from their competitors and generate attention with unusual packaging.
Interesting fact: There was a time when plastic cups and tubes were quite common in the DACH region. However, the market has gradually switched to glass packaging for the most part, supplemented here and there by a few tin cans, which are almost exotic given the enormous dominance of glass.
Findings from the performance comparison
Performance winner: Schwartau specialties in aluminum cans
User-friendly jam packaging is currently rare in our country. The main material used—glass—has functional disadvantages: it is heavy and highly breakable. In addition, glass packaging typically requires considerable effort to open, which can infuriate consumers.
In a performance comparison, the Schwartau Spezialitäten tin can performs significantly better than the many glass variants. It is so sturdy that it can easily withstand being dropped – a feature it shares with Koo packaging. In terms of robustness, aluminum cans clearly outperform glass packaging.
Furthermore, the tinplate can impresses with its pleasant handling. It requires far less force to open than glass packaging, making it particularly user-friendly. In addition, the jam in the can often has a longer shelf life due to the absence of light exposure – a fact that means additional performance points.
To enjoy the jam to the fullest, the packaging should allow the contents to be easily removed with a knife or spoon. This is not the case with some jars, especially those that are elongated or angular in shape, such as the packaging used by St. Dalfour and Schwartau Samt.
However, there is also a positive example among the glass packaging: the packaging from Glück offers easy access thanks to its wide opening and round shape, making it easier for consumers to remove even the last remnants of jam. This feature earns the packaging second place in our performance check.
Findings from the design comparison
Design winner: Happiness in wide, round glass packaging
When it comes to design, individual brands take very different approaches to win over consumers. While Glück and Schwartau Samt focus on an emotional appeal, the packaging of d’arbo, St. Dalfour, Koo, and Schwartau Spezialitäten is characterized by traditional, slightly nostalgic imagery reminiscent of the countryside.
Zentis focuses on sustainability – albeit with clear signs of greenwashing, as ecological promises are only communicated superficially, making the brand’s “green” character seem less than authentic. In contrast, Allos presents itself as a modern “good for me” brand. The brand does a much better job of reconciling its sustainability claims with its design. The concept seems more credible here.
The quality of implementation of the various routes varies enormously. We find the packaging of Glück particularly successful, achieving maximum effect with a minimalist design. The wide opening and inviting round shape of the glass jar give consumers a visual and tactile experience of “happiness you can touch.” In addition, the contents are largely visible – transparency that inspires trust.
d’arbo achieves an “old-fashioned” aesthetic with its characteristic paper closure and specific typography. The brand remains true to its roots and creates an authentic country house feeling. This approach seems more consistent at d’arbo than at St. Dalfour, where the brand seems unable to decide between traditional and modern design.
We awarded Zentis the fewest points in our design comparison. In addition to the weak information hierarchy, repetitive elements and the interchangeable font are negative aspects. Overall, this creates an impression of non-commitment and deception – the claimed sustainability seems more like a pure marketing strategy.
Findings from the sustainability comparison
Sustainability winner: Schwartau specialties in aluminum cans
The aluminum can from Schwartau impressed us not only as the performance winner, but also in terms of sustainability. A major advantage, especially compared to the glass versions, is its low overall weight. This indicates reduced material consumption. In stark contrast to this is the glass from Glück, which is comparatively heavy due to its thick base.
Additional elements such as a paper sleeve – as used by Zentis – or a paper cover on the lid – as used by d’arbo – may be visually appealing, but they are problematic in terms of sustainability and recyclability as they contradict the concept of single-material packaging, which is preferable for environmental reasons.
The same applies to full sleeves, such as those used by Schwartau for its velvet jams. Although the sleeve can be easily separated from the glass – and this is also indicated on the packaging – this concept generates more waste and also complicates disposal for the consumer.
We take an even more critical view of paper covers or even cork lids. These additional elements are difficult or impossible to separate from the underlying material, which is often aluminum. A particularly negative example is the supposedly sustainable packaging of Zentis jam, whose cork lid is attached to an aluminum lid. What looks recyclable from the outside turns out to be practically non-recyclable once the product is opened.
Interesting – and worrying: most of the products in our PackCheck jam range either have no disposal instructions or insufficient information on sustainability.
Let’s be clear: ideally, only a single material should be used without any additional elements. This is the case with our Sustainability Winner, the aluminum can from Schwartau Spezialitäten. Made from a single material, it facilitates disposal and significantly improves recycling. Unlike other packaging, the lid is made of the same material as the can body. By comparison, the aluminum can from Koo has a plastic lid, and glass packaging typically comes with an aluminum lid.
Conclusion from our managing director Christoph Waldau
“Allos is the overall winner of our PackCheck Jam. The brand performs above average in all categories, with its contemporary design standing out in particular. Current product trends such as “health” and “doing something good for myself” are skillfully integrated into the concept and appeal to consumers on an emotional level. Allos has developed a well-thought-out range with a consistent brand identity that runs like a thread through all its products.
Second place goes to the Schwartau aluminum can, which impresses in terms of performance and sustainability. A particular plus is the monomaterial packaging, which makes recycling much easier. The packaging also scores points for its stability and user-friendliness. Not to mention its low weight, which offers both practical and ecological advantages.
Glück completes the podium in our comparison of different fruit spread packaging. With its minimalist round glass jar, the brand stands out on the shelf. It has a clear unique selling point and sticks in consumers’ minds.
The jam market in the DACH region is very clearly structured: unlike other European countries, where plastic tubs and squeeze bottles are also common, glass packaging and tin cans clearly dominate in our region. This uniformity makes it easy for consumers to find their way around. At the same time, new brands with different concepts have the opportunity to literally stand out.
However, it is no coincidence that most brands prefer glass: this material stands for quality. Many companies therefore consciously choose it to give their products a high-quality character. Glass packaging has thus become an integral part of the German-Austrian-Swiss jam tradition.
The success of Allos with its modern concept and Schwartau with its focus on sustainability shows where the journey is headed: on the one hand, the industry is sticking to proven characteristics such as tradition and quality, but on the other hand, it is also opening up to innovations that pick up on current consumer trends.”
Other news
DESIGN DEEP DIVE – WEBINAR FROM USA LIVE WITH DAVE CERADINI
