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Canned Foods Market Report Plus 2003
Key Note Publications Ltd, Feb 2003
This report on the UK canned food market, provides an insight into a well-established grocery market that has sales of over £1.7bn. It includes the canned soup, meat, fruit, pasta, desserts and cooking sauce sectors as well as the larger vegetable and fish markets.
Canned foods have powerful and well-known brands, which are international players in food production - Baxters, Campbell's, Cirio Del Monte, Heinz, John West Foods, Princes and Spa - even though it is a mature area of grocery.
Although the canned food industry has shown a decline in some product categories, the market has been the source of hugely popular advertising campaigns. It has a number of newly-launched ranges and is in the process of an historically important stage of development. Manufacturers - as a process of diversification and realising the potential of the market - are ensuring its long-term survival and credibility, by adapting to changing consumer demands and tastes. This has included major brands looking to value-added and premium products as areas of development, particularly in the canned fish category. Further, market development has concentrated on developing the products' consumer base from predominantly higher aged groups, to young consumers and younger households.
The shift towards value-added products, has included a growth in the number of organic and genetically-modified (GM)-free foods across categories. Recent studies, which have supported the claim of canned food being a `healthy option', have not yet fully impacted the market, but provide further areas of potential development. Equally, the development of microwaveable cans provides the sector with a further area of growth which will be developed. This is alongside improved marketing campaigns to appeal to the consumer demand for snack foods and quick, easy meals.
Market categories and available products are being affected by a fundamental change in the structure of the market over the past 5 years, which has been dominated by vertical integration and brand acquisition. There have been significant changes in ownership of competitors in the market - most significantly, perhaps, the acquisition of Bestfoods by Unilever and the subsequent sale of its canned food labels. The increasingly important role of historically dominant brands is changing, too for example, the large-scale rebranding by Campbell's and the continuing success of HL Food's franchising of the HP brand.
However, following current trends, the UK canned foods market looks set to decline further, due primarily to increasing competition from fresh and chilled foods, as well as from alternative packaging forms, such as the ready meal and plastic-packed products. Future market expansion remains dependent on high levels of product innovation, new marketing strategies and emphasis on new consumer sectors.
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