Like every year, the Uppia, collective of La Conserve, presents his inventory of the area, through different studies (Credoc, Ifop, Kantar, Segment). An inventory of trends and consumer expectations which are all levers of action for distributors. Between 2019 and 2021, canned goods consolidate their place as a reference in the eating habits of the French, with increases in both volume and value.
After an exceptional year 2020 in terms of consumption figures in mass distribution, 2021 was seen as a decisive year. Canning players share an assessment of the positive department (study P5 – June 2021). If a drop, expected, is observed between the 2020 and 2021 figures, the consumption of canned products increases between 2019 and 2021. “The analysis of 2020 consumption trends told us that the French had rediscovered the pleasure of cooking at home. Canning has naturally emerged as a practical ally, insofar as it opens up a wide variety of culinary potential while allowing considerable time savings. According to the first conclusions of 2021, it appears from the figures that certain practices of 2020 have become well-established consumption habits” comments Céline Hoppenreys, president of the Uppia distribution group. Forecasts indicate that the French bought around 1 kg more canned goods than in 2019 (42,4 kg)*, for an annual basket increasing by 5 euros to 149,5 euros*.
Formats adapted to e-commerce
2020 also caused an explosion in online purchasing journeys. The place of drive in purchases of canned products remains in 2021, again confirming its adaptability to this sales journey. “The can is convenient to transport and can be stored at room temperature, which makes it a product particularly suitable for all types of purchases, dont le drive. The sector has also adapted its packaging formats to expand the ranges for e-commerce” adds Julien Couaillier, general delegate of Uppia.
Canned goods meet food challenges
The analysis shows that canning provides simple and accessible answers to the dietary concerns of the French.. “Canning is an essential reference in our cooking habits, and it ticks all the boxes to stay that way” underlines Vincent Miginiac, president of Uppia. So, while for 49% of French people**, Paying attention to what you eat is the first thing to do to stay healthy, the Nutri-Score becomes a decisive parameter for 39% of them. However, the average basket of canned goods consumed over a week is rated on average between A and B***. A dynamic reinforced by obtaining labels (sustainable fishing, sustainable agriculture…) who participate in the promotion of canned foods among the references of a balanced and sustainable diet. “Canning is a heat preservation process that is self-sufficient, no addition is necessary. The process suspends time for products harvested at maturity, at the best of their production season, which makes canned products very interesting also from a nutritional point of view” recalls Vincent Miginiac.
A trendy product
Canned legumes are even becoming references in supporting vegetarian diets, flexi or vegan ; the segment continues to increase, proof that the response of the canner convinces the target consumer. To support these food and consumption trends, new formats are to be imagined : boxes to order, ready-to-cook, recommendations from department heads, redesigned purchasing paths that mix references... The possibilities are numerous****.
* Kantar pour l’Uppia, Perspectives 2021. ** Credoc for Uppia.
*** Goodwill Management pour l’Uppia. **** InCapsule by Ifop for Uppia, cf Exploration notebook n°4.
A product to buy in batches
Canning fair and lots : these are all operations that provide opportunities to buy more. Canning then appears to be the solution for building up a kitchen “stock” : as canned goods are easily stored, you can store them for a long time in your cupboard and pantry. Canning is the guarantee that buying in large quantities will not result in waste.
AN INFINITELY RECYCLABLE CONTAINER
The can is also a container. More than three billion metal boxes are produced each year in France for food. And this container is infinitely recyclable in a new metal to produce new boxes. An endless circuit in line with the expectations of packaging recyclability.
The good rating of canned goods
68% of French families say they use canned goods as a food and cooking ingredient : this is one of the relatively stable data from the biannual canned image barometer established by Kantar since 2002. The last survey of this barometer was conducted in October 2020 via an online questionnaire. It appears that the overall image rating of the can improves on all targets. It crosses the 7/10 mark for the first time since the launch of this barometer. Canning is progressing particularly among young people. With a rating of 7,1/10, she wins 0,7 image point compared to 2018 in the 18 to 35 age group.
For a clearer and more aesthetic ray
The inventory of trends and consumer expectations in terms of canned goods also concerns the section considered unattractive.
For at least one in two customers, canned products save time, are quick to implement and easy to store. However, customers also obviously expect to be reassured about the quality and naturalness of the products. As for the radius itself, customers also have expectations. To know more, several types of furniture have, at the request of Uppia, been imagined and submitted to the opinion of 570 customers. The result is clear. Classic furniture which is the norm today is only preferred by 7% of buyers surveyed ! The vast majority, on the contrary, favor furniture with visual breaks to better distinguish the products., or rounded for overall aesthetics.
The search for “meal solutions”
Consumers also expect changes in the way canned goods are presented. Two examples : canned fish are widely preferred when presented frontally and products dedicated to an aperitif and a quick meal when gathered in the same area. In addition, consumers would appreciate that the canned goods section of tomorrow is “a facilitator of meal solutions”, with more advice and information, even recipe cards.
10 AREAS FOR THE CANNING OF TOMORROW
1 : Adopt new signage more in line with current consumption patterns : bio, health benefit, festive moments…
2 :Reassure by displaying the origins : celebrate the region or country of production.
3 :Position the can to encourage additional sales by placing it next to other ingredients with which to consume it.
4 : Promote canning as an alternative solution to other methods of conservation : place it with its family of ingredients to show the product in all its forms.
5 :Promote canning around recipes to make : inspire the customer and suggest the purchase of products that they would not have thought of, by offering canned product sheets.
6 : Dramatize the presence of the preserve : include canned goods in entertainment programs at points of sale.
7 Position the preserve as a gift offer : promote iconic canned food brands, especially by transforming them into toys.
8 : Encourage impulse buying : make you want to buy outside of the shopping list.
9 : Play the renewal card : For example, when delivering online orders, place a surprise can to encourage discovery.
10 :Participate in responsible actions : the preserve is, by nature, a responsible product.
(Source : Uppia – The Canned Food, distribution exploration notebook 2021)
The Interprofessional Union for the Promotion of Canned Canning Industries
Created in 1989 by and for all players in the sector, UPPIA represents the entire French canning industry : metal producers, metal packaging manufacturers, canned goods producers (vegetables, Pisces, cooked meals, fruits, desserts, meats, foie gras, charcuterie). The UPPIA provides collective information on what canning is : transformation process invented in 1795 (canning), infinitely recyclable container (metal box) and food (health and nutritional qualities preserved).
