CANNED PASTA; CANNED SOUP; SPAGHETTI/ MARINARA SAUCE; DRY PASTAL CANNED VEGETABLES (CHARTS)

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Rank Dollar sales to date Market share

'94 '93 Brand 1994 % chg 1994 1993

Canned pasta

1 1 Chef Boy-Ar-Dee $384.0 3.4 63.7 63.0

2 2 Franco-American 160.0 5.1 26.5 25.8

3 3 Hormel 24.6 -2.3 4.1 4.3

4 4 private label 11.7 19.6 1.9 1.7

5 6 Lunch Bucket 7.2 -21.8 1.2 1.6

6 8 Hanover 3.8 63.9 0.6 0.4

7 7 Hunt's 3.6 -27.7 0.6 0.8

8 5 Libby's Diner 3.5 -63.8 0.6 1.6

9 9 Nalley's 1.0 -4.5 0.2 0.2

10 11 generic 1.0 10.5 0.2 0.1

Total canned pasta 602.9 2.2 100.0 100.0

Dollars are in millions for 52 weeks ended Sept. 17, 1994. Though Dial Corp.'s Lunch Bucket and other newer brands stumbled, the two standbys are growing. Both American Home Food Products' Chef Boy-Ar-Dee and Campbell Soup Co.'s Franco-American have boosted sales with new pasta shapes and a return to advertising.

Canned soup

1 1 Campbell's $1,827.7 7.7 73.0 73.6

2 2 Progresso 238.2 18.0 9.5 8.7

3 3 private label 141.8 9.4 5.7 5.6

4 5 Swanson 83.0 14.4 3.3 3.1

5 4 Healthy Choice 74.8 -2.7 3.0 3.3

6 6 College Inn 43.3 7.1 1.7 1.8

7 7 Health Valley 17.2 34.3 0.7 0.6

8 8 Snow's 10.5 -9.7 0.4 0.5

9 9 Sweet Sue 9.9 19.5 0.4 0.4

10 10 Hormel 9.4 28.9 0.4 0.3

Total canned soup 2,504.1 8.5 100.0 100.0

Dollars are in millions for 52 weeks ended Sept. 17, 1994. Despite a big new ad effort, Campbell gave up some share in its cornerstone market; this year the company revised its theme to "Never underestimate the power of Campbell's" to focus on the brand name instead of generic soup. Pet's Progresso's new pastas soups boosted sales.

Spaghetti/marinara sauce

1 1 Ragu $400.9 1.7 34.5 35.3

2 2 Prego 305.1 4.9 26.2 26.0

3 3 Hunt's 93.7 -10.6 8.1 9.4

4 4 Classico 86.1 19.9 7.4 6.4

5 5 Healthy Choice 58.2 2.9 5.0 5.1

6 6 private label 35.6 5.6 3.1 3.0

7 9 Del Monte 31.8 47.6 2.7 1.9

8 8 Newman's Own 27.5 8.3 2.4 2.3

9 7 Progresso 26.0 -0.9 2.2 2.3

10 10 Campbell's 15.7 -22.2 1.4 1.8

Total spaghetti/marinara sauce 1,162.4 4.0 100.0 100.0

Dollars are in millions for 52 weeks ended Sept 17., 1994. Two canned spaghetti sauces are company, three's a crowd: Del Monte Corp. has carved into the niche Hunt-Wesson created, while Campbell found being the third brand into a market is tough. Both Unilever's Ragu and Campbell's Prego held their own in the jarred sauce segment.

Dry pasta

1 1 private label $141.0 7.2 14.2 14.1

2 3 Mueller's 122.0 11.1 12.3 11.8

3 2 Creamette 119.4 -4.7 12.0 13.5

4 4 Ronzoni 82.6 8.2 8.3 8.2

5 5 San Giorgio 73.5 8.2 7.4 7.3

6 6 American Beauty 62.5 16.3 6.3 5.8

7 7 Prince 43.3 6.8 4.4 4.3

8 8 Skinner 34.0 13.0 3.4 3.2

9 9 Golden Grain 27.8 12.5 2.8 2.6

10 10 Ronco 20.9 3.7 2.1 2.2

Total dry pasta 993.3 6.6 100.0 100.0

Dollars are in millions for 52 weeks ended Sept. 17, 1994. Troubled Borden is trying yet another ad and public relations push for Creamette as it seeks to keep its pasta and macaroni brands competitive with those of Hershey Foods Corp.-and Best Foods' Mueller's brand, which in the past year surpassed Creamette to become the top pasta brand.

Canned vegetables

1 1 private label $841.8 3.8 27.8 27.6

2 2 Del Monte 439.0 2.6 14.5 14.5

3 4 Green Giant 226.9 3.1 7.5 7.5

4 3 Hunt's 225.9 -0.2 7.5 7.7

5 5 Contadina 91.4 -11.7 3.0 3.5

6 6 Bush's Best 82.8 6.0 2.7 2.7

7 7 S & W 80.1 9.6 2.7 2.5

8 8 Progresso 64.0 6.8 2.1 2.0

9 9 Libby's 50.1 -0.2 1.7 1.7

10 11 Stokely 40.7 5.1 1.3 1.3

Total canned vegetables 3,022.7 2.8 100.0 100.0

Dollars are in millions for 52 weeks ended Sept. 17, 1994. While the frozen vegetable market-slightly smaller at $2.7 billion-suffered as it usually does in tough economic times, the canned veggie market was stable, with Del Monte and Pillsbury Co.'s Green Giant continuing atop the branded pack. Private label share rose.

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