Category advice

Canned Goods & Meal Kits icon
Canned Goods & Meal Kits

Market Insight

Category advice2023


76.2% of UK households buy canned fish annually with the average shopper buying 9.5 times per year.*

Tuna is the biggest sub-sector sector in canned fish, accounting for over 62% of total canned fish sales.**

*(Kantar WPO, Gold Report, Shopper Penetration, 52 w/e May 2023)

**(Nielsen, Total Market Value Sales, 52 w/e May 2023)

Canned fish is the largest sub category in canned goods, worth £585m.*

This makes it bigger than baked beans (£416m), ambient soup (£397m) and canned meat (£325m).**

*(Nielsen, Total Market Value Sales, 52 w/e May 2023)

** (Kantar WPO, Gold Report, Shopper Penetration, 52 w/e May 2023)

Ambient soup is still highly seasonal with sales increasing 4% for every 1 degree drop in temperature.

(w/e 22 May 2021 for IRI & 16 May 2021 for Kantar)

Total canned fruit sales are worth £116m pa, with the impulse channel sales over £5m pa.

71% of canned fruit sales are in juice, 23% in syrup with the remaining 6% in other dressing types.

(MAT, AC Nielsen April 2023)

Total canned tomato sales are worth £216m pa.*

Chopped tomatoes make up over half of canned tomato sales (54%), followed by Passata (16%), Puree (15%) and Plum (12%).

Private label accounts for 59% of canned tomato sales YTD, up from 55.8% LY.

*(MAT Total Market, AC Nielsen March 2023)

**(YTD, Groc Mults, AC Nielsen March 2023)

The long-life nature of ambient goods can also prevent food waste – and therefore wasted spend.

A recent study found a third of shoppers intended to buy more canned goods in 2023.

(Research from consultancy KICR and Princes (Sept 2022))

Instant hot snacks are worth £306.8m in the last year with value sales +13%

The category is broken into two key segments. Pot snacks account for 76% of all sales and block noodles account for 24%. This means that pot snacks account for almost £8 in every £10 spent on instant hot snacks.

(Nielsen Total Market Value 52 weeks to 22nd April 2023)

Pot noodle and king pot noodle is the No.1 brand in the instant hot snacks category, with 46% share of all sales, followed by Batchelors with a 23% share.

(Nielsen Total Market Value Sales 52 weeks to 22nd April 2023)

Canned Goods & Meal Kits

Market Insight

Category advice2023


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.

Provide a range of all carriers as well, shoppers are habitual and care whether packed in brine, tomato or sunflower oil.

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.

Woman shopping

Dessert sales are at their highest during colder months and at key seasonal occasions such as Easter and Christmas.

Especially in winter, stock up on Ambrosia custard and site this alongside desserts such as sponge puddings to drive incremental sales.


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.

Canned products

Fulfil different basket missions.

Snack meals satisfy different meal occasions: 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 a convenience store.

Rice dish

Optimise key events with Carnation SCM e.g. Easter, Bake Off and Christmas.

Where possible dual merchandise Carnation SCM with baking ingredients to drive basket size and spend.


Information correct at time of print.

Canned Goods & Meal Kits

Must Stock Lines

Category advice2023


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

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