Cracking the market for canned food

Building a GTM strategy for FMCG

Australia’s FMCG market is shifting, with consumers paying closer attention to food labels and making more deliberate, health-driven choices. In the midst of this shift, healthy canned food faces an uphill battle. While convenient, they still struggle to shake off perceptions that they fall short of modern wellness standards.

A global food brand saw the opportunity. Their goal was to introduce a new line of better-for-you canned products in Australia. What they needed was a clearer understanding of the market. Who was buying, where the gaps were, and how to reach health-focused shoppers in a way that would resonate.

Finding the sweet spot

The idea was promising, but the brand didn’t want to rely on assumptions. They needed proof. Insights that could turn an idea into a viable strategy. Our GTM strategy for FMCG helped them do just that.

We identified the regions showing the strongest appetite for healthy canned food and uncovered areas where competitors hadn’t caught up. This gave the brand a head start, not just in product development, but in how they spoke to the market.

What the research uncovered

Through interviews with shoppers, distributors, and retailers, supported by extensive secondary research, we answered some key questions. What are health-conscious Australians really looking for in healthy canned food? What formats work? What claims build trust?

We found out which trends mattered most and where the brand had room to lead. The result was a clear, insight-backed GTM strategy for FMCG that helped the brand move forward with confidence.

Read more: 6 key trends reshaping the food & beverage industry in 2025

Strategy that delivers

The findings delivered through the GTM strategy for FMCG helped shape the product’s positioning. The messaging shifted to focus on specific health benefits, not broad claims. Packaging and presentation of the healthy canned food brand were fine-tuned. Campaigns were tailored to speak directly to what local buyers were thinking, and what they were searching for.

Explore the full success story

In a category where trends move fast and shelf space is competitive, good ideas aren’t enough. You need direction. At Netscribes, we help brands bring that clarity to their growth plans with our comprehensive growth consulting solutions. Our research and strategy teams work closely with clients to uncover real market needs and design a GTM strategy for FMCG that works in the real world.

Download the full case study and explore how a health-forward canned food brand found its place on Australian shelves.