According to this article less people appear to be eating marmalade. It seems younger generations have lost their taste for marmalade with around 80% of sales being to shoppers over the age of 45. Overall sales were down 3% last year. The rise of eating on the move has been blamed for the decline as it appears less people take the time to sit down to toast for breakfast. Production has also been hit by price rises in ingredients such as fresh fruit and sugar. Personally I do buy marmalade but find I use it more in recipes rather than eating it on toast.