Honey winning the breakfast wars in the UK

Honey has now overtaken marmalade in value of sales (not yet volume) in the UK according to The Grocer (subscription) and in an interview on The Today programme. I haven't been able to access the original article, but wonder if honey sales are going up, or if marmalade sales are declining.

An interesting titbit is that the vast majority of marmalade consumers in the UK are over the age of 45.

UPDATE 12 Jan 2005: Honey sales in the UK rose 12% in 2004. And according to Rowse, one of the UK's largest honey packers:

"Since the ban [on Chinese honey -- now lifted], blends have been created without using Chinese honey, which are better quality, and consumers have now got a taste for them."