No self-respecting survivalist would be without a bunker full of tinned food. But is the canned and ambient category in a dark place?
Things are certainly worse than they were a year ago, when we reported category-wide losses of £13.2m in the previous 12 months; this year sales are down by 21.4m, a 0.9% value loss on volumes that have slipped 0.6% [Kantar Worldpanel 52 w/e 26 April 2015].
But not all subcategories are having problems. Ambient soup has seen sales rise 0.7% in value on volumes up 1%, pulses are racing in prepared beans and peas, up £4.4m in value sales, and while value in canned fish is down 1.2%, volumes have risen by 3.4% [Kantar]. So why are some areas thriving while the overall category merely survives, what can the strongest teach the rest, and are other ambient subsectors and formats putting a dent into the canned classics?
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