Blueberry Jam Market by Product Type (Low-Sugar, Regular, Zero Sugar), Fruit Variant (Conventional, Organic), Packaging Type, Age Group, End Use, Distribution Channel - Global Forecast 2025-2032
Description
The Blueberry Jam Market was valued at USD 640.21 million in 2024 and is projected to grow to USD 672.99 million in 2025, with a CAGR of 5.34%, reaching USD 971.02 million by 2032.
Exploring the Unfolding Evolution of the Blueberry Jam Market from Cultural Staple to High-Growth Functional Food Category
Blueberry jam has evolved from a nostalgic pantry staple to a dynamic category at the intersection of tradition and innovation. Anchored by a legacy of home kitchens and artisanal producers, this sector now embraces shifting consumer preferences that value both authenticity and modern convenience. As dietary trends emphasize clean labels and reduced sugar, manufacturers are challenged to reimagine formulations without sacrificing the familiar taste that defines the category.
Concurrently, retail and e-commerce channels are reshaping how shoppers discover and purchase jam products. Digital storefronts enable brand storytelling and direct consumer engagement, while brick-and-mortar outlets balance impulse purchases with curated experiences. This interplay between offline and online touchpoints underscores the importance of omnichannel strategies in capturing a broader demographic spectrum.
Looking ahead, the blueberry jam market stands at a pivotal juncture where heritage meets health innovation. By understanding evolving consumer motivations, leveraging emerging technologies, and refining distribution approaches, market participants can chart a path toward sustained relevance and profitability. This introduction sets the stage for deeper analysis of transformative shifts, tariff impacts, segmentation dynamics, regional characteristics, and strategic imperatives that will steer the industry forward.
Identifying Key Drivers and Consumer Dynamics Reshaping Production, Distribution, and Consumption Patterns in the Blueberry Jam Landscape
Over recent years, the blueberry jam landscape has undergone transformative shifts propelled by evolving consumer values and emerging supply chain innovations. Growing interest in wellness has spurred product reinvention, where new formulations emphasize reduced sugar content and clean ingredients. At the same time, digital platforms have accelerated brand discovery and enabled manufacturers to engage directly with end users, fostering transparency and authenticity.
On the production side, advances in processing technology and ingredient sourcing have bolstered operational efficiency. Manufacturers are partnering with local growers and leveraging cold-chain logistics to lock in fruit freshness while adhering to sustainable practices. This shift toward responsible sourcing not only mitigates environmental impact but also resonates with eco-conscious consumers seeking traceability.
Furthermore, the rise of personalized nutrition and premiumization is challenging traditional mass-market offerings. Artisanal collaborations and limited-edition flavor profiles have emerged as key differentiators, driving higher margins and deepening consumer loyalty. As the industry navigates these shifts, adaptability and consumer-centric innovation have become critical to unlocking new avenues for growth and maintaining a competitive edge.
Assessing the Far-Reaching Effects of New United States Tariffs on Supply Chains, Pricing Structures, and Competitive Dynamics in the Blueberry Jam Sector
The introduction of new tariff regimes by the United States has created a ripple effect through the global blueberry jam supply chain. Companies reliant on imported fruit or packaging materials are contending with elevated input costs, prompting negotiations with suppliers and exploration of alternative sourcing strategies. These measures have, in some cases, led to a strategic pivot toward domestic partnerships and vertical integration to preserve margin integrity.
As cost pressures mount, brands are reevaluating their pricing architecture and promotional tactics. Some have recalibrated pack sizes to mitigate sticker shock, while others are absorbing added duties to maintain competitive shelf pricing. This balancing act underscores the complexity of cost pass-through decisions, which vary based on brand equity and distribution leverage.
In parallel, tariff-induced volatility has spotlighted the need for supply chain resilience. Inventory buffers and flexible logistics agreements have become integral to ensuring product availability across regions. By diversifying supplier networks and investing in agile distribution frameworks, market players can better navigate policy uncertainty and sustain their market presence under evolving regulatory landscapes.
Unpacking Critical Segmentation Dimensions That Define Consumer Preferences, Product Innovations, Packaging Formats, and Distribution Channels in the Blueberry Jam Market
A nuanced understanding of segmentation is essential for aligning product portfolios with consumer expectations. Within product type, manufacturers are offering reduced-calorie options alongside traditional recipes and sugar-free innovations, each catering to distinct taste and health priorities. When considering fruit variant, the choice between conventional and organic berries influences not only cost structures but also brand positioning, as organic offerings command a premium for perceived purity.
Packaging type serves as another critical axis of differentiation. Standard jar containers coexist with single-serve sachets and on-the-go squeeze bottles, each format addressing diverse usage occasions and lifestyle needs. Even within jar options, the debate between glass and plastic impacts sustainability credentials, cost efficiency, and consumer perception.
Age group segmentation further refines targeting strategies. Adults and seniors may favor heritage flavors and packaging aesthetics, whereas teens and children respond to playful designs and experiential serving formats. Meanwhile, end use segmentation cuts across bakery and confectionery applications, beverage incorporations, dairy pairings, foodservice customization, and household staples, shaping both innovation pipelines and promotional campaigns. Finally, distribution channel analysis reveals that while online platforms drive convenience-oriented sales, offline environments such as convenience stores and large-format grocery outlets remain pivotal for in-person discovery and impulse buying.
Examining Distinct Regional Characteristics and Consumption Patterns Across Americas, Europe Middle East & Africa, and Asia-Pacific Blueberry Jam Markets
Regional dynamics play a decisive role in shaping growth trajectories and innovation patterns. In the Americas, robust consumer familiarity with traditional fruit preserves supports both mainstream and niche offerings, while fluctuations in berry harvests underscore the importance of supply diversification. Regulatory frameworks in this region often emphasize labeling transparency, fostering trust in clean-label product claims.
Across Europe, the Middle East, and Africa, a tapestry of consumption habits emerges. Western European consumers tend to seek organic and artisanal products, spurred by stringent quality standards and environmental concerns. In contrast, emerging markets within the MEA region are witnessing rising interest in premium fruit spreads, fueled by expanding retail networks and evolving lifestyle aspirations.
The Asia-Pacific arena presents a juxtaposition of mature and rapidly developing markets. In established economies, health-forward innovations resonate with a rising wellness culture, whereas growth markets pivot on affordability and local flavor adaptations. Distribution channels in this region span modern trade giants to traditional wet markets, requiring a calibrated approach that balances scale with cultural nuances.
Highlighting Strategic Movements, Competitive Landscape Shifts, and Collaborative Innovations Among Leading Blueberry Jam Manufacturers Worldwide
Leading players in this sector are pursuing diverse strategies to consolidate their positions and unlock new opportunities. Some trailblazing brands have formed alliances with fruit growers to secure year-round access to high-quality berries, thereby reducing exposure to commodity price fluctuations. Others have invested in proprietary processing technologies, enabling them to enhance flavor retention and shelf stability.
Consolidation through mergers and acquisitions has intensified, as companies seek to expand their geographic footprint and product portfolios. Meanwhile, strategic partnerships with retail chains and foodservice operators are driving co-branded innovations, allowing manufacturers to tap into established distribution networks and consumer touchpoints.
In addition, competitive differentiation increasingly revolves around sustainability credentials, with leading manufacturers adopting eco-friendly packaging and enhancing supply chain transparency. By communicating these initiatives through targeted marketing efforts, companies not only address consumer demands for responsible sourcing but also fortify their brand equity in an increasingly conscientious marketplace.
Proposing Targeted Strategies and Operational Improvements to Capitalize on Emerging Trends and Strengthen Market Position in Blueberry Jam Manufacturing
Industry leaders must prioritize a multifaceted approach to sustain momentum and outpace competitors. First, investing in organic and reduced-sugar lines will capture health-driven consumers while reinforcing clean-label positioning. Simultaneously, exploring hybrid packaging solutions-such as recyclable containers with resealable features-can enhance convenience and environmental impact.
Second, expanding digital commerce capabilities through direct-to-consumer platforms and strategic partnerships with e-retailers will improve access and foster personalized engagement. By leveraging consumer data to tailor promotions and product suggestions, brands can deepen loyalty and drive repeat purchases.
Third, enhancing supply chain resilience through diversified sourcing agreements and agile logistics frameworks will mitigate the effects of trade policy changes. Establishing contingency plans and collaborative forecasting mechanisms with key suppliers can reduce the risk of disruption.
Finally, pursuing targeted marketing campaigns that speak to different age cohorts and usage occasions will ensure relevancy across consumer segments. By aligning product innovations with clear messaging on health, taste, and convenience, industry leaders can reinforce their market standing and unlock new growth pathways.
Detailing Rigorous Research Methodology Integrating Qualitative Interviews, Secondary Data Analysis, and Rigorous Validation Techniques for Market Intelligence
This research integrates a rigorous methodology that synthesizes primary and secondary approaches to ensure robust market insights. In the primary phase, structured interviews and in-depth discussions with industry executives, supply chain experts, and retail buyers provided firsthand perspectives on operational challenges, innovation drivers, and evolving consumer behaviors.
Secondary analysis drew on a diverse array of publicly available sources, including industry publications, trade association reports, and financial filings. This foundational data was meticulously cross-referenced to validate key trends and corroborate findings from primary interviews. Data triangulation techniques ensured that insights were both credible and comprehensive.
To guarantee analytical rigor, quantitative data underwent statistical validation, while qualitative inputs were systematically coded to identify recurring themes and strategic imperatives. Throughout the process, an internal peer-review framework was employed, enabling continuous refinement of research assumptions and narrative coherence.
Ultimately, this blended methodology delivers a holistic view of the blueberry jam market, coupling empirical evidence with expert interpretation to guide strategic decision-making.
Summarizing Core Findings, Strategic Implications, and Forward-Looking Perspectives to Navigate Future Opportunities in the Blueberry Jam Industry
In conclusion, the blueberry jam sector is navigating a complex interplay of consumer health preferences, regulatory shifts, and competitive dynamics. Tariff developments have introduced supply chain challenges that necessitate agile sourcing and pricing strategies, while segmentation insights emphasize the value of tailored product offerings across diverse consumer profiles and usage occasions.
Regional distinctions further underscore the importance of contextualized approaches, as market participants must adapt to varying regulatory landscapes, cultural tastes, and distribution infrastructures. Meanwhile, leading companies are leveraging strategic partnerships, technological advancements, and sustainability initiatives to differentiate their offerings and secure a competitive edge.
Looking forward, success in this market will hinge on the ability to integrate innovative product development with resilient supply chain management and data-driven marketing execution. By embracing these core imperatives, stakeholders can not only weather ongoing market fluctuations but also capitalize on emerging growth opportunities within the global blueberry jam landscape.
Note: PDF & Excel + Online Access - 1 Year
Exploring the Unfolding Evolution of the Blueberry Jam Market from Cultural Staple to High-Growth Functional Food Category
Blueberry jam has evolved from a nostalgic pantry staple to a dynamic category at the intersection of tradition and innovation. Anchored by a legacy of home kitchens and artisanal producers, this sector now embraces shifting consumer preferences that value both authenticity and modern convenience. As dietary trends emphasize clean labels and reduced sugar, manufacturers are challenged to reimagine formulations without sacrificing the familiar taste that defines the category.
Concurrently, retail and e-commerce channels are reshaping how shoppers discover and purchase jam products. Digital storefronts enable brand storytelling and direct consumer engagement, while brick-and-mortar outlets balance impulse purchases with curated experiences. This interplay between offline and online touchpoints underscores the importance of omnichannel strategies in capturing a broader demographic spectrum.
Looking ahead, the blueberry jam market stands at a pivotal juncture where heritage meets health innovation. By understanding evolving consumer motivations, leveraging emerging technologies, and refining distribution approaches, market participants can chart a path toward sustained relevance and profitability. This introduction sets the stage for deeper analysis of transformative shifts, tariff impacts, segmentation dynamics, regional characteristics, and strategic imperatives that will steer the industry forward.
Identifying Key Drivers and Consumer Dynamics Reshaping Production, Distribution, and Consumption Patterns in the Blueberry Jam Landscape
Over recent years, the blueberry jam landscape has undergone transformative shifts propelled by evolving consumer values and emerging supply chain innovations. Growing interest in wellness has spurred product reinvention, where new formulations emphasize reduced sugar content and clean ingredients. At the same time, digital platforms have accelerated brand discovery and enabled manufacturers to engage directly with end users, fostering transparency and authenticity.
On the production side, advances in processing technology and ingredient sourcing have bolstered operational efficiency. Manufacturers are partnering with local growers and leveraging cold-chain logistics to lock in fruit freshness while adhering to sustainable practices. This shift toward responsible sourcing not only mitigates environmental impact but also resonates with eco-conscious consumers seeking traceability.
Furthermore, the rise of personalized nutrition and premiumization is challenging traditional mass-market offerings. Artisanal collaborations and limited-edition flavor profiles have emerged as key differentiators, driving higher margins and deepening consumer loyalty. As the industry navigates these shifts, adaptability and consumer-centric innovation have become critical to unlocking new avenues for growth and maintaining a competitive edge.
Assessing the Far-Reaching Effects of New United States Tariffs on Supply Chains, Pricing Structures, and Competitive Dynamics in the Blueberry Jam Sector
The introduction of new tariff regimes by the United States has created a ripple effect through the global blueberry jam supply chain. Companies reliant on imported fruit or packaging materials are contending with elevated input costs, prompting negotiations with suppliers and exploration of alternative sourcing strategies. These measures have, in some cases, led to a strategic pivot toward domestic partnerships and vertical integration to preserve margin integrity.
As cost pressures mount, brands are reevaluating their pricing architecture and promotional tactics. Some have recalibrated pack sizes to mitigate sticker shock, while others are absorbing added duties to maintain competitive shelf pricing. This balancing act underscores the complexity of cost pass-through decisions, which vary based on brand equity and distribution leverage.
In parallel, tariff-induced volatility has spotlighted the need for supply chain resilience. Inventory buffers and flexible logistics agreements have become integral to ensuring product availability across regions. By diversifying supplier networks and investing in agile distribution frameworks, market players can better navigate policy uncertainty and sustain their market presence under evolving regulatory landscapes.
Unpacking Critical Segmentation Dimensions That Define Consumer Preferences, Product Innovations, Packaging Formats, and Distribution Channels in the Blueberry Jam Market
A nuanced understanding of segmentation is essential for aligning product portfolios with consumer expectations. Within product type, manufacturers are offering reduced-calorie options alongside traditional recipes and sugar-free innovations, each catering to distinct taste and health priorities. When considering fruit variant, the choice between conventional and organic berries influences not only cost structures but also brand positioning, as organic offerings command a premium for perceived purity.
Packaging type serves as another critical axis of differentiation. Standard jar containers coexist with single-serve sachets and on-the-go squeeze bottles, each format addressing diverse usage occasions and lifestyle needs. Even within jar options, the debate between glass and plastic impacts sustainability credentials, cost efficiency, and consumer perception.
Age group segmentation further refines targeting strategies. Adults and seniors may favor heritage flavors and packaging aesthetics, whereas teens and children respond to playful designs and experiential serving formats. Meanwhile, end use segmentation cuts across bakery and confectionery applications, beverage incorporations, dairy pairings, foodservice customization, and household staples, shaping both innovation pipelines and promotional campaigns. Finally, distribution channel analysis reveals that while online platforms drive convenience-oriented sales, offline environments such as convenience stores and large-format grocery outlets remain pivotal for in-person discovery and impulse buying.
Examining Distinct Regional Characteristics and Consumption Patterns Across Americas, Europe Middle East & Africa, and Asia-Pacific Blueberry Jam Markets
Regional dynamics play a decisive role in shaping growth trajectories and innovation patterns. In the Americas, robust consumer familiarity with traditional fruit preserves supports both mainstream and niche offerings, while fluctuations in berry harvests underscore the importance of supply diversification. Regulatory frameworks in this region often emphasize labeling transparency, fostering trust in clean-label product claims.
Across Europe, the Middle East, and Africa, a tapestry of consumption habits emerges. Western European consumers tend to seek organic and artisanal products, spurred by stringent quality standards and environmental concerns. In contrast, emerging markets within the MEA region are witnessing rising interest in premium fruit spreads, fueled by expanding retail networks and evolving lifestyle aspirations.
The Asia-Pacific arena presents a juxtaposition of mature and rapidly developing markets. In established economies, health-forward innovations resonate with a rising wellness culture, whereas growth markets pivot on affordability and local flavor adaptations. Distribution channels in this region span modern trade giants to traditional wet markets, requiring a calibrated approach that balances scale with cultural nuances.
Highlighting Strategic Movements, Competitive Landscape Shifts, and Collaborative Innovations Among Leading Blueberry Jam Manufacturers Worldwide
Leading players in this sector are pursuing diverse strategies to consolidate their positions and unlock new opportunities. Some trailblazing brands have formed alliances with fruit growers to secure year-round access to high-quality berries, thereby reducing exposure to commodity price fluctuations. Others have invested in proprietary processing technologies, enabling them to enhance flavor retention and shelf stability.
Consolidation through mergers and acquisitions has intensified, as companies seek to expand their geographic footprint and product portfolios. Meanwhile, strategic partnerships with retail chains and foodservice operators are driving co-branded innovations, allowing manufacturers to tap into established distribution networks and consumer touchpoints.
In addition, competitive differentiation increasingly revolves around sustainability credentials, with leading manufacturers adopting eco-friendly packaging and enhancing supply chain transparency. By communicating these initiatives through targeted marketing efforts, companies not only address consumer demands for responsible sourcing but also fortify their brand equity in an increasingly conscientious marketplace.
Proposing Targeted Strategies and Operational Improvements to Capitalize on Emerging Trends and Strengthen Market Position in Blueberry Jam Manufacturing
Industry leaders must prioritize a multifaceted approach to sustain momentum and outpace competitors. First, investing in organic and reduced-sugar lines will capture health-driven consumers while reinforcing clean-label positioning. Simultaneously, exploring hybrid packaging solutions-such as recyclable containers with resealable features-can enhance convenience and environmental impact.
Second, expanding digital commerce capabilities through direct-to-consumer platforms and strategic partnerships with e-retailers will improve access and foster personalized engagement. By leveraging consumer data to tailor promotions and product suggestions, brands can deepen loyalty and drive repeat purchases.
Third, enhancing supply chain resilience through diversified sourcing agreements and agile logistics frameworks will mitigate the effects of trade policy changes. Establishing contingency plans and collaborative forecasting mechanisms with key suppliers can reduce the risk of disruption.
Finally, pursuing targeted marketing campaigns that speak to different age cohorts and usage occasions will ensure relevancy across consumer segments. By aligning product innovations with clear messaging on health, taste, and convenience, industry leaders can reinforce their market standing and unlock new growth pathways.
Detailing Rigorous Research Methodology Integrating Qualitative Interviews, Secondary Data Analysis, and Rigorous Validation Techniques for Market Intelligence
This research integrates a rigorous methodology that synthesizes primary and secondary approaches to ensure robust market insights. In the primary phase, structured interviews and in-depth discussions with industry executives, supply chain experts, and retail buyers provided firsthand perspectives on operational challenges, innovation drivers, and evolving consumer behaviors.
Secondary analysis drew on a diverse array of publicly available sources, including industry publications, trade association reports, and financial filings. This foundational data was meticulously cross-referenced to validate key trends and corroborate findings from primary interviews. Data triangulation techniques ensured that insights were both credible and comprehensive.
To guarantee analytical rigor, quantitative data underwent statistical validation, while qualitative inputs were systematically coded to identify recurring themes and strategic imperatives. Throughout the process, an internal peer-review framework was employed, enabling continuous refinement of research assumptions and narrative coherence.
Ultimately, this blended methodology delivers a holistic view of the blueberry jam market, coupling empirical evidence with expert interpretation to guide strategic decision-making.
Summarizing Core Findings, Strategic Implications, and Forward-Looking Perspectives to Navigate Future Opportunities in the Blueberry Jam Industry
In conclusion, the blueberry jam sector is navigating a complex interplay of consumer health preferences, regulatory shifts, and competitive dynamics. Tariff developments have introduced supply chain challenges that necessitate agile sourcing and pricing strategies, while segmentation insights emphasize the value of tailored product offerings across diverse consumer profiles and usage occasions.
Regional distinctions further underscore the importance of contextualized approaches, as market participants must adapt to varying regulatory landscapes, cultural tastes, and distribution infrastructures. Meanwhile, leading companies are leveraging strategic partnerships, technological advancements, and sustainability initiatives to differentiate their offerings and secure a competitive edge.
Looking forward, success in this market will hinge on the ability to integrate innovative product development with resilient supply chain management and data-driven marketing execution. By embracing these core imperatives, stakeholders can not only weather ongoing market fluctuations but also capitalize on emerging growth opportunities within the global blueberry jam landscape.
Note: PDF & Excel + Online Access - 1 Year
Table of Contents
180 Pages
- 1. Preface
- 1.1. Objectives of the Study
- 1.2. Market Segmentation & Coverage
- 1.3. Years Considered for the Study
- 1.4. Currency
- 1.5. Language
- 1.6. Stakeholders
- 2. Research Methodology
- 3. Executive Summary
- 4. Market Overview
- 5. Market Insights
- 5.1. Growing consumer preference for low-sugar and keto-friendly blueberry jam variants with plant-based sweeteners
- 5.2. Expansion of artisanal blueberry jam offerings featuring small-batch production and local sourcing initiatives
- 5.3. Integration of superfood ingredients such as chia seeds and turmeric into blueberry jam for added health benefits
- 5.4. Rising demand for functional blueberry jam blends fortified with probiotics and digestive enzymes
- 5.5. Innovations in sustainable packaging for blueberry jam jars using biodegradable and recyclable materials
- 5.6. Use of wild foraged and heirloom blueberry varieties to cater to premium and organic jam market
- 5.7. Digital marketing strategies leveraging social media influencers to promote gourmet blueberry jam recipes
- 6. Cumulative Impact of United States Tariffs 2025
- 7. Cumulative Impact of Artificial Intelligence 2025
- 8. Blueberry Jam Market, by Product Type
- 8.1. Low-Sugar
- 8.2. Regular
- 8.3. Zero Sugar
- 9. Blueberry Jam Market, by Fruit Variant
- 9.1. Conventional
- 9.2. Organic
- 10. Blueberry Jam Market, by Packaging Type
- 10.1. Jar
- 10.1.1. Glass Jar
- 10.1.2. Plastic Jar
- 10.2. Sachet
- 10.3. Squeeze Bottle
- 11. Blueberry Jam Market, by Age Group
- 11.1. Adults
- 11.2. Children
- 11.3. Elderly
- 11.4. Teens
- 12. Blueberry Jam Market, by End Use
- 12.1. Bakery & Confectionery
- 12.2. Beverage Industry
- 12.3. Dairy Industry
- 12.4. Foodservice Industry
- 12.5. Household
- 13. Blueberry Jam Market, by Distribution Channel
- 13.1. Offline
- 13.1.1. Convenience Store
- 13.1.2. Supermarket & Hypermarket
- 13.2. Online
- 14. Blueberry Jam Market, by Region
- 14.1. Americas
- 14.1.1. North America
- 14.1.2. Latin America
- 14.2. Europe, Middle East & Africa
- 14.2.1. Europe
- 14.2.2. Middle East
- 14.2.3. Africa
- 14.3. Asia-Pacific
- 15. Blueberry Jam Market, by Group
- 15.1. ASEAN
- 15.2. GCC
- 15.3. European Union
- 15.4. BRICS
- 15.5. G7
- 15.6. NATO
- 16. Blueberry Jam Market, by Country
- 16.1. United States
- 16.2. Canada
- 16.3. Mexico
- 16.4. Brazil
- 16.5. United Kingdom
- 16.6. Germany
- 16.7. France
- 16.8. Russia
- 16.9. Italy
- 16.10. Spain
- 16.11. China
- 16.12. India
- 16.13. Japan
- 16.14. Australia
- 16.15. South Korea
- 17. Competitive Landscape
- 17.1. Market Share Analysis, 2024
- 17.2. FPNV Positioning Matrix, 2024
- 17.3. Competitive Analysis
- 17.3.1. Adolf Darbo AG
- 17.3.2. AGRANA Fruit México S.A. de C.V.
- 17.3.3. Andros SNC
- 17.3.4. B&G Foods, Inc.
- 17.3.5. Beijing Andros Fruit Co., Ltd.
- 17.3.6. Crofters Food Ltd.
- 17.3.7. F. Duerr & Sons Ltd.
- 17.3.8. Hero Group
- 17.3.9. Knott's Berry Farm
- 17.3.10. Kraft Heinz Company
- 17.3.11. Orkla Group
- 17.3.12. Puratos Corporation
- 17.3.13. St. Dalfour
- 17.3.14. Stonewall Kitchen, LLC
- 17.3.15. The J. M. Smucker Company
- 17.3.16. Tiptree by Wilkin & Sons Limited
- 17.3.17. Orkla Eesti AS
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