Category advice

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Canned Goods & Meal Kits

Market Insight

Category advice2021

 

81% of UK households buy canned fish with the average person buying 9.7 times per year.

(Kantar November 2020)

Tuna is the largest sector in canned fish and contributes to 61% of sales.

(IRI December 2020)

Pot Noodle is the No.1 brand in hot snacks with annual sales of £122M and 42% category share.

Pot Noodle is even more important to the impulse channel where it is the No.1 instant hot snack with sales of £26.2M and a 58% share.

In impulse, Pot Noodle is 1.7 times larger than all other instant hot snack brands combined.

(Nielsen GB Total Coverage / Impulse (where stated)

Value Sales MAT 27/03/2021)

Ambient soup is still highly seasonal

with sales increasing 4% for every 1 degree drop in temperature.

(W/E 22.05.21 for IRI & 16.05.21 for Kantar)

Healthy beans have been in consecutive growth for the last 5 years, and are highly incremental to the canned category, with 30% of shoppers exclusively purchasing healthy beans.

(Source: IRI, 2020)

Healthy beans has experienced another year of growth

(11% in convenience channel) and is now the 2nd biggest category in beans & pasta.

(Kantar to 24/01/2021)

Canned fish is the largest sub category in canned goods, generating value sales of £567M, which makes up 21.8% of the total canned spend.

This puts it ahead of beans (14.5%), soup (13.3%) and tomatoes (11.1%). From a volume perspective, beans is the biggest canned category (22.5%), ahead of tomatoes (19.7%) and soup (14.8%).

(Kantar WPO w/e 16/05/2021)

Maximise Events

As canned fish is recognised for its versatility, it’s a good idea to use off shelf display to drive impulse sales on promotions. People eat canned fish all year round – in sandwiches, salads and pasta bakes – giving plenty of opportunities to maximise sales.

Important to cover all major fish before duplicating.

Shoppers are particular about fish type, if they want mackerel they are unlikely to settle for tuna.

Brand block on planograms where possible.

Keeping brands together leads to increased sales and easier customer shopping experience. Higher rate of sale categories e.g. Baked beans, soups, canned fish should be placed at eye level on shelf.

Return to recessionary behaviour.

Shoppers becoming savvier due to uncertainty, value for money becomes even more important. Consider price mark and own label products that offer great value and margins.

In smaller footprint stores Branded presence is key to growing the Canned Soups Category & Heinz is representing 75% of all Canned Soup sales.

(IRI, 52 w.e. 22.05.21)

Optimise key events with Carnation SCM

e.g. Easter, Bake Off, Christmas. Where possible dual merchandise Carnation SCM with baking ingredients to drive basket size & spend.

Fulfil different basket missions.

Snack meals satisfy different meal occasion:

Pots and soup are primarily consumed at lunchtime and sachet (pasta and rice) at dinner time. Offering the right products on the shelves with a good range will give shoppers the confidence to find what they want if they take a trip to c-store.

Information correct at time of print.

Canned Goods & Meal Kits

Must Stock Lines

Category advice2021

 

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock linesMust stock lines
Must stock linesMust stock linesMust stock linesMust stock lines
Must stock lines
Canned Goods & Meal Kits

Planograms

Category advice2021

 

We suggest you stock the following range:

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