Batchelors

• Market Facts
• Category Insights
• Recommended Range
• Planograms & Merchandising Guidelines

Market Facts

• The Canned Vegetables section is one of the most frequented sections of the supermarket in Ireland. With an estimated retail value of over €70 million per annum, the Canned Vegetable market is big business.
• The two main brands are Batchelors and Heinz and these account for over 65% of the market in Multiples.
• Batchelors is Ireland's favourite brand of Canned Vegetables and continues to dominate the Canned Vegetable market. From Baked Beans to Kidney Beans and Chick Peas to Mushy Peas, the Batchelors range is extensive and nutritious.
• Although the Canned Vegetable market is dominated by Baked Beans & Peas, there has been recent strong growth in the sales of Canned Pulses such as Kidney Beans, Butter Beans, Chick Peas, etc. This is now seen as a key growth area.
• Canned Sweetcorn has also shown strong growth over the past year. Green Giant is Irelands best selling branded Sweetcorn, with a 65% value share of market. Within Sweetcorn, there has been strong growth of multi-pack sales over recent times.

Category Insights

Consumers want healthy food which are convenient but also provide value for money. Canned Vegetables can do this. More and more people are demanding quality foods that cut down on time without sacrificing taste. The ultimate convenience product, Canned Vegetables are proving popular with today's busy consumers.

The Canned Vegetable section in-store should consist of Baked Beans, Canned & Packet Peas, Canned Pasta, Sweetcorn, Carrots and Pulses. In the Irish market, over 60% of sales come through Baked Beans and Peas and space should be allocated accordingly.

• Baked Beans remain a must-have item for retailers, shoppers and health-conscious consumers alike.
• Holding over 64% value share, Ireland's favourite Beans - Batchelors outsell its nearest competitor, Heinz, at an impressive ratio of over 2:1 in a market worth over €26 million..
• With consumers now more health conscious, there has been strong growth in sales of Sugar Free Beans. Batchelors Sugar Free Beans contain the lowest calories in the market (only 62kcal per 100g) and outsell Heinz Weight Watchers beans in the Irish market with a  ratio of over 3:1.

• Batchelors Peas hold over 80% of the market's value. Grown on Irish farms, Batchelors peas now outsell all of its combined competitors by over 4:1.
• More recently, there has been strong growth nationally in the sales of Mushy Peas, Marrowfat Peas and Sugar Free Peas in particular.

Recommended Range

Canned Vegetables remain a staple in Irish grocery stores. They are the ideal convenience food and stocking the KEY SELLERS in the market is a must if the retailer is to maximise product sales from current shelf space.

Batchelors is the brand leader and the top selling Batchelors products are:

Top 5 Batchelors Baked Bean Sellers:-

• Batchelors Baked Beans 420gm
• Batchelors Baked Beans 420gm 4pk
• Batchelors Baked Beans 225gm 3pk
• Batchelors Baked Beans 225gm 
• Batchelors Sugar Free Beans 225gm

• Batchelors Processed Peas 420gm
• Batchelors Processed Peas 225gm
• Batchelors Marrowfat Peas 420gm
• Batchelors Processed Peas 624gm
• Batchelors Sugar Free Peas 420gm

Planograms & Merchandising Guidelines

• The Canned Vegetable category should be blocked by vegetable type making the category easier to shop.
• Space should be allocated in accordance to share of sales by vegetable type. Nationally this is Baked Beans - 44%, Peas - 23%, Canned Pasta - 10%, Sweetcorn - 9%, Canned Pulses - 6%, Carrots - 3%.
• Shoppers are heavily brand loyal in this category, therefore within vegetable type products should be brand blocked to create greater presence on shelf.
• The planograms below are built based on current market information. Implementation of these plans in-store will help maximise purchase from the overall category as products are allocted space according to market share and rate of sale in the Irish market.

Note: Adobe Acrobat Reader is required to open these Planograms, if you do not have this on your computer click here to download Adobe Acrobat Reader

Click here to view larger version	2 Bay Canned Vegetable Planogram Click on the above link to download this planogram and all supporting documentation to your computer
Click here to view larger version	1 Bay Canned Vegetable Planogram Click on the above link to download this planogram and all supporting documentation to your computer

For Further Information Contact:

72-74 Bannow Road, Cabra West, Dublin 7, Ireland
Telephone: + 353 1 8823255
E-mail address: catman@batchelors.ie