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If you go down to the woods today, you’re sure of a big surprise. Well, Paddington bear would do at least, as according to latest research from MINTEL, his favourite food, marmalade, saw sales drop 10% between 2004 and 2006. Meanwhile, Winnie the Pooh will have a smile on his face, safe in the knowledge that honey sales rose 14% over the same two year period – overtaking marmalade and becoming the second largest sector in the sweet spreads market after jam. Jam sales remained stagnant over these two years. “Honey sales have done particularly well in recent years, as it has successfully highlighted its all natural credentials, making the most of Britain’s recent obsession with all things natural and organic. Manuka honey, which has been heralded as a superfood because of its health benefits, has also undoubtedly helped to boost sales,” comments Julie Sloan, senior market analyst at MINTEL.