You can make jam with a lot less sugar. I make my own strawberry confiture at home and use about 5% sugar, plus pectine and sweet lemon juice.
It really depends on the fruit though—most of the time it works great, but there have been a few fruits that wouldn't set at all (closer to a syrup than a jam) with a low-sugar recipe, but set perfectly when I added more sugar.
> and, more importantly, it tastes so much better.
Agreed 100%.