Can-do attitude

Miniature workers opening a can. Color tone tuned macro photo.

Canned goods have been a staple of Irish diets for generations, and while for some they will always have a certain parochial, retro image, producers of tinned food have never stopped working to perfect their contents, resulting in a modern and nutritious product, while retaining the speed and convenience they have always been renowned for

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Brand Central

17 August 2016 | 0

At a glance: Canned foods

  • Research by Technavio predicts the global canned food market to grow at a CAGR of approximately 3% between 2016 and 2020
  • As well as sales growth, canned food is expected to grow in cited importance to daily life during this period
  • Europe accounted for more than one-third of the market share during 2015
  • Canned fish and seafood accounted for approximately one-third of global market share during 2015
  • A trend emerging in global canned food market is an increase in adoption of products in developing countries. Changing and evolving lifestyles in these countries is leading to a shift towards canned products
  • Globally, the canned food market was valued at an estimated US$77.2bn (€69.5bn) in 2014
  • It is projected to reach US$99.7bn (€90bn) by 2020, reflecting a CAGR of 3.5%

Over the past decade in Ireland, consumers have more than ever been on the lookout for value and convenience, especially where feeding the family is concerned. It should come as no surprise then that the canned vegetables section is one of the most frequented in Irish supermarkets, with an estimated retail value of more than €70m per annum.

In fact, the category has grown in popularity over this decade. Since 2010, the global canned food market saw a growth of more than 10%, to reach an estimated volume of 23m kilograms (Source: Research and Markets, July 2013). Reflecting this five-year rise, a recent report in The Guardian stated that in the UK, a massive 99.2% of shoppers purchased some form of canned goods.

So then, the household penetration of canned goods should never be underestimated. Among the most popular types, of course, are baked beans and tomato soup, both of which fall firmly into the “comfort food” category during the winter months.

However, just because something is comforting, doesn’t mean it can’t also be nutritious – especially in 2016. Manufacturers also work constantly on their recipes and NPDs to make sure families are getting the best ingredients, while maintaining the level of value and convenience for which canned goods have been known for generations.

The secret’s in the sauce

Batchelors’ No Added Sugar Baked Beans offer the same flavour but with reduced salt and sugar

Batchelors’ No Added Sugar Baked Beans offer the same flavour but with reduced salt and sugar

For more than 80 years, Batchelors has been Ireland’s number one baked bean, pea and pulse brand, as illustrated by its placement at number nine on this year’s 100 Master Brands at Home list in the June issue of ShelfLife. The company says the secret behind its status as an Irish favourite through the generations is its focus on taste and quality.

Batchelors has 48.1% share of the overall market and is growing at +4.5% year-on-year.  The brand has experienced strong growth in recent times, particularly in the area of ‘no added sugar’ where the Batchelors brand is driving strong growth within this segment. The no added sugar beans segment is now worth 21.6% of the overall beans category and is growing at 35% year-on-year with Batchelors delivering growth ahead of the market and accounting for 67.4% of overall no added sugar sales.

The latest addition to the Batchelors family is the Batchelors High in Protein Mixed Beans. Containing a blend of haricot beans, Dutch brown beans, kidney beans and chickpeas, and served in a Mediterranean style tomato sauce, High in Protein Mixed Beans contain 27% more protein than standard baked beans. They are perfect served with rice or other grains, on a baked potato, with toast or as a side with dinner.

Mixed Beans provides a slightly more exotic and grown-up offering, but with the same comforting taste

Mixed Beans provides a slightly more exotic and grown-up offering, but with the same comforting taste

Within the tinned peas segment, Batchelors holds 69.43% share of the overall segment, growing at 1% year-on-year. With a range comprising of Processed Irish Peas, No Added Sugar Irish Peas, Mushy Peas, Marrowfat Peas and Garden Peas, Batchelors has a pea to suit all mealtimes.

Within pulses, Batchelors also has a significant range comprising Kidney Beans, Chickpeas, Cannellini Beans, Black Eye Beans, Butter Beans, Mixed Beans and Chilli Beans, Batchelors Pulses can be used in a variety of recipes from homemade hummus to chilli con carne to salads, casseroles and curries. Naturally high in protein, Batchelors Pulses provide excellent nutritional value and add an extra taste dimension to many favourite Irish dishes.

Batchelors formats ranging from Fridge Packs to single-can offerings, along with multipack offerings in various sizes, meaning it has a product to suit every occasion and every appetite. The brand’s 2016 activity will be supported by a strong advertising campaign. New value pack promotional offerings from the beans market leader are also set to launch, which will deliver incremental category value and drive overall frequency of purchase.

*(Source for all stats: Kantar data, 52 weeks ending 27/03/2016)

The beans you know and love

This year, Heinz retained its number eight spot in Kantar Worldpanel’s 100 Master Brands at Home list, a remarkable achievement for a company that first started selling its baked beans in Ireland in 1899, and that was itself first established three decades before this, in 1869.

But as they say, a rolling stone gathers no moss, and the iconic family brand is aiming to keep itself at the top of families’ shopping lists by introducing not one, not two, but FIVE new varieties of Heinz flavoured beans to the market. The objective of this new range is to capture the imagination of consumers who grew up with the brand; in fact, the objective of the new range is to offer a new alternative to complement meals, leading to Heinz’s notion “Beanz for Grown-Upz”.

The new range consists of the following new flavours:

  • Cheddar Cheese
  • Garlic & Herbs
  • Barbecue
  • Curry
  • Fiery Chilli

The new range, with its exciting flavour varieties, are perfect on toast or on a jacket potato, and can liven up any lunchtime.

Healthy option

As well as the exciting new flavours, Heinz has refined its original flavour to introduce Heinz Reduced Sugar & Salt Beanz, which contain an impressive 50% less sugar; yet more evidence of the wider world’s growing interest in healthy food for families. 50% Less Sugar Beanz are also naturally high in protein, naturally high in fibre, naturally low in fat; the baked beans use only natural sweeteners and form one of the fabled ‘five a day’.

Heinz Spaghetti has been enjoyed by generations of families since it was first established in 1926. It is made from Durum wheat pasta and sauce made from juicy ripe tomatoes. Heinz Spaghetti and Hoops are low in fat, low in sugar and free from preservatives, added colours and artificial flavours.

Finally, in an effort to provide ever more convenience, Heinz has introduced Hoops Snap Pots, providing the same iconic product in a convenient disposable pot format.

 

 

 

 



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