Batchelors

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

Market Facts

• The Canned Fish market in the Republic of Ireland is valued at approx. €30 million per annum.
• The two main brands are John West and Picnic and although John West is the biggest seller in this category, the Picnic Canned Fish brand has a strong tradition in the Irish market.
• Picnic Canned Fish is the largest selling Irish owned brand of Canned Fish and it's synonymous with quality and value. The range is extensive, making Picnic a key player in the market.
• In the Irish market, Tuna is the fasted growing segment in the category and accounts for 56% of value sales. Salmon is the next biggest seller with 26% of value sales, followed by Sardines (6%) and all other fish (11%) which includes Mackerel, Herrings, Kippers, etc.

Category Insights

• Canned Fish provides consumers with a healthy option at meal times which is not only convinient but also provides value for money.
• Trends show people are continuing to be health conscious, wanting to combine convenience foods with nutrition. Canned Fish provides for this consumer need and there is steady demand throughout the year.
• Canned Fish is a very healthy product and a good source of protein, most Canned Fish also have the added benefit of being low in calories.
• Oily Canned Fish products such as Salmon and Sardines are some of the best and most convenient sources of omega-3 long chain fatty acids, which help maintain a healthy heart.
• It is the one major exception to the need to restrict dietary fat intake for optimum health and weight loss. Studies suggest the benefits from these 'good fats' may include reduced risk of heart attack and stroke, reduced joint pain, and improved health.
• The Picnic Canned Fish range contain omega 3 oils in varying degrees. The richest sources are Mackerel, Herrings, Sardines and Salmon followed by Tuna.

Recommended Range

Avoid stocking too many brands, this only creates duplication and clutter. The branded favourite and one other brand are sufficient choice in this category.

The TOP 10 selling Picnic Canned Fish products are:

• Picnic Tuna Chunks in Brine 3 x 80g
• Picnic Fancy Pink Salmon 105g
• Picnic Tuna Chunks in Brine 185g 4pk
• Picnic Red Salmon 213g
• Picnic Tuna Chunks in Sunflower Oil 3 x 80g
• Picnic Tuna Chunks in Oil 185g 4pk
• Picnic Fancy Pink Salmon 213g
• Picnic Herring Fillets in Tomato Sauce 100g
• Picnic Fancy Pink Salmon 213g 2pk
• Picnic Red Salmon 105g

For a more detailed 'recommended range for this category see planograms below which are based on current market information.

Planograms & Merchandising Guidelines

• The Canned Fish category should be blocked by fish type making the category easier to shop.
• Space should be allocated in accordance to share of sales by fish type. Current market share of sales are Tuna - 56%, Salmon - 26%, Sardines - 6%, all other Canned Fish - 11%.
• Shoppers in this category are brand loyal, therefore within each fish type products should be brand blocked.
• The planograms below are built based on current market information. Products are allocted space according to market share and rate of sale in the Irish market.
• Following these planogram and merchandising guidelines will help optimise category performance as sales from current shelf space will be maximised by stocking key sellers and removing unnecessary clutter from the category.

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	5 Shelf Canned Fish Planogram Click on the above link to download this planogram and all supporting documentation to your computer
Click here to view larger version	4 Shelf Canned Fish 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