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Prior to 2009, consumers were trading up to more expensive frozen and chilled products due to their convenience. However, since the global recession, consumers traded back down to canned foods for several reasons:

• Canned food is convenient and cheaper than other packaged foods
• Canned food can be easy to carry, prepare, and be portioned sized
• Canned food has a long shelf life

Punchard and Dissimon emphasize how consumers are bringing their values and expectations with them as they trade down, and what canned food manufacturers must do to stay innovative in this commodity category.

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