Food manufacturers have the potential to increase market share by converting to a shaped container from the traditional can, according to recent proprietary research conducted by  Ipsos .

The study, according to a press release by the study's sponsor  Silgan Containers Corporation , researched the purchase drivers for metal food cans.

The findings showed that shapes can potentially increase market share even with a price increase as high as 16%. Shape communicates instantly by providing upscale visual cues coupled with memorable and recognizable branding. 

The research also found that among consumers specifying a material preference, metal cans were ranked number one by 81% of the respondents. This compares to 9% for plastic, 6% for glass, 1% for cartons and 1% for pouches.