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Packaged Fruit category (Aztec MAT 22/04/2012). SPC represents 9.6% value share, whilst Goulburn Valley is 3% of the packaged fruit category. Goulburn Valley is the leader of diced fruit snacks and holds 18% value share of the overall fruit snack category with 1.1% dollar growth on last year (MAT 22/04/2012). Goulburn Valley will continue to deliver conveniently packaged fruit that’s great with breakfast cereal, as a workday snack or to simply make a dessert shine! “Future value growth of the category in NZ will rely on innovation and up-trading the consumer in to value-add packs. The NZ category is overwhelmingly skewed towards canned fruit in comparison to other established markets, which are driving different mediums such as plastics and pouches. The NZ market needs to continue to deliver convenience in packaged fruit so that consumers adopt the category. “Multi Serve Fruit is the biggest segment in Packaged Fruit and consists of both Cans and Resealable Plastic ranges.While Cans are the largest segment of Multi Serve (97.7%) they are declining (-4.3%) while the smaller plastic format is showing signs of growth (+12.6%). “Fruit Snacks satisfy a growing consumer need for healthy on-the-go snacking. Seasonality exists in Fruit Snacks with four key ‘back to school’ periods each year,” explains Bateman.
Dole ‘Dole pineapple’ is one of the world’s most well-known household brands. In New Zealand, Pavé represents Dole Packaged Foods, a California26
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based division of Dole Food Company. Among new products launched in NZ in the last 12 months are: Fruit & Jelly – Mango 4/113g Fruit & Jelly – Peach 4/113g Fruit & Juice – Peach 4/113g Fruit & Juice – Tropical Fruit 4/113g Fruit & Juice –Tropical Gold Pineapple 4/113g Fruit & Rice – Mango 4/113g Fruit & Rice – Peach 4/113g Fruit & Custard – Mango 4/113g Fruit & Custard – Peach 4/113g Fruit & Oats – Breakfast Apple 2/113g Fruit & Oats – Orchard Crisp 2/113g Fruit & Oats – Tropical Sunrise 2/113g. Angus Hamilton, CEO, says: “Progress of these products is steady with increasing uptake. We are also planning to launch new products in the next few months. “There is large consumer appeal for ‘In Juice’ items. Consumers love their old favourites improved with good quality fruit – fruit & rice, fruit & jelly, fruit & custard.”
Sealord Sealord is NZ’s 16th largest grocery brand, says Steve Sutherland, marketing manager. He explains: “We are also the leading supplier of canned seafood in NZ with 56% dollar share of canned seafood. Sealord has an extensive range of products in the Tuna and Salmon segments, as well as Smoked Fish, Shrimps and Crab. “Media communication from Sealord is focussing on building consumer awareness of the versatility of Tuna and Salmon. We have recently launched Tuna Mayonnaise 95g, Salmon Sensations Mayonnaise 85g, and Salmon Sensations Tomato and Onion 85g, late 2011. “All SKUs combined have added $430k to the category and Tuna Mayo is achieving a very strong 19.3USW. Salmon Sensations Mayonnaise and Tomato and Onion have both pro-
duced solid numbers selling at 7.3 and 7 USW respectively. The canned market remains competitive as it is a mature market where offerings are generic and duplicated across brands. “Sealord is constantly evaluating new opportunities to drive value into the category. We have a number of products in the development pipeline to meet consumer needs, so keep an eye out for further innovation from Sealord. “Sealord, as market leader and more importantly a New Zealand business, is looking to innovate in a way that builds on our foundation values of sustainable fishing practices. Through work with the Marine Stewardship Council and our participation in the International Seafood Sustainability Foundation Sealord is ensuring our products are ethically sourced and tuna fisheries are well managed and protected for the future.” Consumers are continuing to look for nutritious, versatile and convenient products. Canned Tuna and Salmon fill this need and offer excellent value for money. In addition, consumers are becoming more aware of sustainability and increasingly wanting to be sure their choices are environmentally friendly. “Sealord is meeting this challenge by working with global scientists, environmental experts and industry on fisheries management programmes, as well as looking for new choices for environmentally aware consumers,” says Sutherland.
Wattie’s Wattie’s is an iconic canned food brand, voted New Zealand’s Most Trusted Food Brand1 and loved by Kiwis for generations. There are a lot of myths and misperceptions that surround canned foods and their long shelf life.The secret is simple – backed by over 75 years experience, Wattie’s canned products are sealed in the can and then pressure-cooked to help lock in the goodness and taste without the need for preservatives.