One in two households in France buys Petit Navire. The iconic brand, which has a high penetration rate, has just been elected the French’s favorite brand in the “canned fish” category.
“We are very proud to see Petit Navire elected the French people’s favorite brand, and, what's more, come first on items of proximity and taste. This confirms the central place of this brand in the heart, daily life and consumers’ plates. It’s a great recognition of our know-how and the quality of our products.”, comments Anne-Lyse Ribeyre-Lasherme, Petit Navire group leader. Petit Navire rose to first place on the podium by obtaining the greatest number of “likes” after a study carried out on April 3 and 4, 2024, on the OpinionWay panel, from a representative sample of 1,024 people aged 18 and over.
The great voyage of Petit Navire
In 1932, Paul Édouard buys in Douarnenez, in Finistère, the Parmentier cannery. He created the Petit Navire brand. His wife, Marguerite Paulet, draw your logo. In 1982, the Petit Navire brand becomes famous thanks to its first television campaign with the famous slogan: “Tuna with a good taste from the sea. » Canned fish is today an essential category, consumed by nearly 26 million French people, with a stable number of buyers. Around 90% of French households buy canned fish at least once a year.. In 2023, this market grew in value by 8,6% linked to price increases across all segments, but a decrease in volume of 2,5 %. In this context of a tense market, Petit Navire maintains its leadership position. The brand is purchased by almost one in two French people, with 49,1% penetration. It is also the first brand in assisted awareness in the canned fish category. (including private labels) with a score of 89%.
A wide range of seafood products
Petit Navire markets a wide range of products :tuna in different shapes and tastes(natural tuna, white tuna, marinated, jarred tuna fillets, tuna in oil, cooked tuna), but also mackerel (traditional, with olive oil, grilled, in sauce), rillettes and spreads, cod livers, crumbled, salads. In 2016, it has diversified into the fresh section by offering smoked salmon and trout, as well as diced salmon. Acquired in 2010 by the Thai Union group, Petit Navire still maintains a very close link with Brittany, where she produces her most cooked products. Petit Navire also highlights its responsible sourcing (100% MSC labeled tuna or engaged in an improvement program aimed at obtaining the MSC label.).
