This time last year the British media was buzzing with stories about the demise of marmalade. In January, The Grocer reported that sales of marmalade fell by 4.4% in the year to 4 November 2006. Worse still, most marmalade consumers have their best toast munching years behind them — 81% of marmalade is consumed by people over 45.
According to The Spectator’s Rachel Simhon, marmalade’s decline "is due to ‘younger consumers’ – or rather their parents, who bow to demands for honey, jam, Nutella and other sickly concoctions." Market researchers say that children find marmalade too strong. "Well, of course they do", writes Simhon:
Seville orange marmalade is for grown-ups. It’s one of life’s great adult pleasures and cannot be allowed to disappear because of feeble-minded pandering to infant whim.
Now the Sydney Morning Herald’s Richard Glover has unearthed the story — and the implications are more serious than anyone realised. The demise of marmalade is part of an ominous trend. Like Simhon, Glover argues that parents are becoming more indulgent and food is becoming sweeter and fattier:
Sometime in the early ’90s parents were convinced that it was OK to give their children sweets for breakfast. The product was called "hazelnut spread" to make it sound healthy, although the main nuts involved were surely the parents who served it.
And once children become used to food that’s loaded with fats, sugars and colourings, normal, healthy food will look and taste bland in comparison.
But unlike Simhon, Glover traces the problem to its root — capitalism. According to Glover, it infantalises us all by creating products that appeal to our "basest, most primitive instincts". This is why "our food gets steadily sweeter, our TV drama more violent and our ice-creams ever more fattening."
Does Glover have a point? After all, there is a trend towards sickly sweet adult products that taste like they’re made for children. The latest example is beer that tastes like marmalade. But sweet, citrus flavoured beer, ought to make us wonder — is the demise of marmalade really a best example for an argument about the insidious effects of capitalism on food preferences?

