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Canned Foods Market Report Plus 2010
Key Note Publications Ltd, Feb 2011
This Market Report Plus examines the UK canned foods market. The market has been growing in value steadily in recent years, thanks to its trusted format and a wave of new product innovations aimed at retaining consumer loyalty. However, since 2008 this growth has been accelerated rapidly in value terms due to rising commodity prices, such as that of metal used in the canning process, and a sharp increase in food price inflation.
The authors divide the canned foods market into eight main sectors: vegetables, fish, soup, meat, fruit, pasta, desserts, and cooking sauces. Canned vegetables comprise the largest sector, with retail sales of £739m in 2010, a 30.8% stake of the total market. With the exception of canned fruits, desserts and cooking sauces, most sectors showed growth between 2009 and 2010 in value terms, although volume sales are generally declining across the market. The canned vegetables sector, however, is bucking this trend, mostly due to the popularity of baked beans. The recession encouraged consumers to stock up on canned foods, the cheaper alternative to other formats, but even this didn’t stop the volume decline altogether.
The major companies in the UK dominate the market. These companies also have a strong presence in the international market and come with strong brands and immense buying power, making it very difficult for new, smaller companies to enter the market. Three of the largest multinational companies with bases in the UK are Princes (owned by the Japanese Mitsubishi Corporation), Heinz and Del Monte. The barriers for entry into the market are so high because of these companies; when this is combined with falling volume sales, very few, specialist niche players have a chance to enter the market.
In January 2011, the authors commissioned a NEMS market research survey to assess consumer attitudes towards canned foods. The survey produced some surprising results, including finding that fewer people bought canned foods for their value than was first assumed, in light of the recession — just 5.7% of the respondents stated that they consumed canned foods for this reason. However, the survey confirmed that convenience was a major factor considered when consumers purchased canned foods. Shelf life was also quite important — perhaps consumers regard the ability to store canned goods for a long period of time as a way to protect themselves from food price inflation.
The authors predict growth in terms of value sales in the 5 years between 2011 and 2015, supported by rising commodity prices; the market will grow by approximately 16.7% over the forecast period, a 50.8% increase on the 2006 figure. Volume sales will continue to be shored up by the aftermath of the recession, such as high unemployment, but the authors believe it to be unlikely that this can reverse the decline in the market in terms of volume. Value sales for some individual sectors, such as canned desserts and canned cooking sauces, are likely to fall quite rapidly due to the rising popularity of other packaging formats.
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