Industry guides

Go-to-Market Strategy for Canned food

This article provides a comprehensive guide on developing a successful go-to-market strategy for canned food products.

Canned food has been a staple in many households for decades, but with the ongoing pandemic and increasing demand for shelf-stable foods, it has become even more essential for consumers. As a result, businesses in the canned food industry are seeing a surge in demand and must develop a solid go-to-market strategy to capitalize on this trend. In this article, we’ll explore the key elements of a successful go-to-market strategy for canned food businesses.

Understanding the Canned Food Market

The canned food market is a multi-billion-dollar industry that continues to grow every year. According to a report by Grand View Research, the global canned food market was valued at USD 91.4 billion in 2019 and is expected to grow at a CAGR of 3.5% over the forecast period of 2020 to 2027.

This indicates a significant opportunity for businesses looking to enter or expand in this market. Companies must understand the current and predicted market size to make informed decisions regarding product development, pricing, and promotion.

However, it is important to note that the canned food market is not immune to external factors such as economic downturns and global pandemics. For example, the COVID-19 pandemic has caused disruptions in the supply chain and has led to an increase in demand for canned food products due to their longer shelf life and convenience.

Key Market Segments and Demographics

Understanding the demographics and market segments of the canned food market is critical for businesses. Canned food products cater to a broad range of consumers, from single individuals to families and older adults.

The market segments to focus on may vary based on the type of canned food product being sold, such as fruits and vegetables, meat and poultry, soups, and seafood. For example, canned fruits and vegetables may appeal more to health-conscious individuals, while canned soups may be more popular among busy families looking for a quick and easy meal.

Businesses must tailor their marketing strategies based on the specific market segments they are targeting. This may involve conducting market research to identify consumer preferences and trends in each segment.

Consumer Preferences and Trends

As with any industry, consumer preferences and trends play a critical role in the success of canned food businesses. Some of the current trends in the canned food market include a growing demand for organic and non-GMO products, higher-quality packaging, and an increased focus on sustainability.

Consumers are becoming more aware of the impact of their purchasing decisions on the environment and are looking for products that are produced and packaged in an environmentally-friendly way. This has led to an increase in demand for canned food products that are packaged in recyclable or biodegradable materials.

In addition, there is a growing demand for canned food products that are free from artificial preservatives and additives. Consumers are increasingly looking for products that are made from natural ingredients and are healthier for them and their families.

Understanding these trends and adapting to them is key to staying ahead of the competition and building a loyal customer base. Businesses that are able to offer high-quality, sustainable, and healthy canned food products that cater to the changing preferences of consumers are likely to succeed in this market.

Analyzing Competitors in the Canned Food Industry

When it comes to the canned food industry, competition is fierce. To stay ahead of the game, businesses must identify and analyze major players in the market. This involves understanding their strategies, assessing their strengths and weaknesses, and evaluating their market share and positioning. By doing so, businesses can create effective marketing strategies and develop a unique selling proposition that sets them apart from the competition.

Identifying Major Players

The canned food market is dominated by several major players, each with their own unique strengths and weaknesses. Del Monte Foods Inc., for example, is known for its high-quality fruits and vegetables. General Mills Inc. is a leading producer of canned soups and stews, while ConAgra Brands Inc. specializes in canned meats and vegetables. The Kraft Heinz Company is a major player in the canned pasta and sauce market, and Nestle S.A. produces a range of canned foods, including soups, vegetables, and fruits.

Knowing who your competitors are is essential in any industry, and the canned food market is no exception. By identifying the major players and understanding their products, pricing, and marketing strategies, businesses can gain valuable insights into the market and develop their own winning formula.

Assessing Strengths and Weaknesses

Once you have identified your competitors, the next step is to assess their strengths and weaknesses. This involves analyzing their products, pricing, marketing strategies, and customer service. By doing so, businesses can gain a better understanding of what sets them apart from the competition and develop a unique selling proposition that resonates with their target audience.

Assessing strengths and weaknesses can also help businesses identify gaps in the market that they can fill. For example, if a competitor is known for producing high-quality fruits and vegetables, a business might focus on developing a line of canned meats or soups to differentiate themselves.

Evaluating Market Share and Positioning

Evaluating your competitors’ market share and positioning can provide valuable insights into market trends and consumer preferences. This involves analyzing sales data, customer reviews, and market research to understand how your competitors are perceived in the market.

By doing so, businesses can create more informed marketing plans and make data-driven decisions regarding product development and pricing. For example, if a competitor has a large market share in a particular segment of the canned food market, a business might consider developing a similar product to capture some of that market share.

In conclusion, analyzing competitors in the canned food industry is essential for businesses looking to stay ahead of the game. By identifying major players, assessing strengths and weaknesses, and evaluating market share and positioning, businesses can develop effective marketing strategies and create a unique selling proposition that sets them apart from the competition.

Product Development and Differentiation

Creating Unique and Innovative Products

Product development is a crucial element of a successful go-to-market strategy. Creating unique and innovative products that stand out from the competition is key to attracting and retaining customers.

One way businesses can differentiate their canned food products is by incorporating locally sourced ingredients. This not only supports local farmers and businesses but also appeals to consumers who prioritize sustainability and reducing their carbon footprint.

Another approach to product differentiation is by creating limited edition or seasonal flavors. This creates a sense of exclusivity and urgency among consumers, driving sales and generating buzz on social media.

Ensuring Quality and Safety Standards

Quality and safety are critical factors in the canned food industry. Consumers expect high-quality products that meet safety standards, and businesses must ensure that their products meet these expectations.

To ensure quality, businesses can implement a rigorous testing and inspection process for both raw materials and finished products. This can include conducting microbiological and chemical analyses to detect any contamination or spoilage.

Additionally, businesses can invest in technology such as metal detectors and x-ray machines to detect any foreign objects that may have entered the product during the manufacturing process.

Packaging and Labeling for Maximum Impact

Packaging and labeling are critical elements that can make or break a canned food product’s success. Consumers are attracted to visually appealing packaging and labels that communicate the product’s benefits and features.

Businesses must invest in packaging and labeling that reflect the product’s unique selling proposition and caters to their target consumers’ preferences and demands.

One trend in packaging design is the use of eco-friendly materials such as biodegradable or compostable packaging. This not only appeals to environmentally conscious consumers but also aligns with the brand’s values and mission.

Another approach to packaging and labeling is by incorporating QR codes or augmented reality technology. This allows consumers to scan the code or use their smartphone to access additional information about the product, such as nutritional information or recipe ideas.

Pricing Strategy for Canned Food

Canned food is a staple in many households, providing a convenient and long-lasting source of nutrition. However, determining the right pricing strategy for canned food can be a challenge for businesses. In this article, we will explore three pricing strategies commonly used in the canned food industry: cost-based pricing, competitive pricing, and value-based pricing.

Cost-based Pricing

Cost-based pricing is a pricing strategy that involves adding a markup percentage to the cost of a product. It is a traditional method used in the canned food industry. This pricing strategy ensures that businesses cover the cost of manufacturing, packaging, and distribution while also generating a profit.

However, cost-based pricing must also consider the competition’s pricing and the demands of the target market. If the competition is selling similar canned food products at a lower price, businesses may need to adjust their markup percentage or find ways to reduce their costs to remain competitive. Additionally, businesses must ensure that the price aligns with the target market’s willingness to pay for the product.

Competitive Pricing

Competitive pricing is a pricing strategy that involves setting prices based on the competition’s pricing. This strategy may involve setting prices slightly lower or higher than the competition, depending on the product’s unique selling proposition. For example, if a business offers canned food products with a longer shelf life than the competition, they may be able to set a higher price.

However, businesses must ensure that the pricing strategy is consistent with their target consumers’ demands and preferences while remaining profitable. If the target market is price-sensitive, setting a higher price than the competition may result in lower sales volume and revenue.

Value-based Pricing

Value-based pricing is a pricing strategy that involves setting prices based on the perceived value of the product to the target market. This strategy caters to consumers who are willing to pay for premium products, such as organic or non-GMO canned food products.

Businesses must ensure that their product’s perceived value aligns with the target market’s preferences and that the pricing strategy is profitable. If the target market values sustainability and ethical sourcing, a higher price for canned food products that meet those standards may be justified.

In conclusion, choosing the right pricing strategy for canned food products depends on a variety of factors, including the cost of manufacturing, competition, and target market preferences. By carefully considering these factors, businesses can develop a pricing strategy that maximizes profits while also meeting the needs and wants of their customers.


A solid go-to-market strategy is essential for businesses in the canned food industry to capitalize on the growing demand for shelf-stable foods. Understanding the canned food market, analyzing competitors, developing unique products, and implementing an effective pricing strategy can help businesses stay ahead of the competition and build a loyal customer base.

By incorporating these key elements into their marketing strategies, canned food businesses can confidently enter and compete in this multi-billion-dollar industry.

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