The beauty of startups is their adaptable nature, as they monitor real-time conditions and determine the best course of action for success.

Well, it’s no secret that the real-time conditions of the current macroeconomic landscape are a bit gloomy. The murmurs surrounding a potential recession continue to grow, and consumers are forced to make tough decisions with their diminished spending power.

That said, during lean economic times, there are certain product segments and types of retailers that actually see an increase of business.

For example, wholesale retailers like Costco, Walmart, and Sam’s Club – which can pass savings on to consumers thanks to economies of scale – are far less prone to recessionary downturns.

Simply put, they help dollars stretch farther – and that is a proposition that consumers are continuing to prioritize.

So, with this new normal of frugal, prudent spending, there are certain startups that have identified opportunities.

One such startup is doing so by freshening up one of the oldest consumer package good categories around – canned goods.

Since the patent was first granted to British merchant Peter Durand in the early 19th century, canned food has been a fixture in pantries and homes.

Whereas the preservation of food prior to cans was reserved for smoking, curing, drying, salting, pickling, fermenting, and chilling, the can allowed food to remain shelf stable for years at a time.

However, despite the omnipresence of canned food through the years, it remains one of the more stagnant product categories in the packaged food industry.

Think about it – that can of Campbell’s Soup hasn’t changed all that much in the past century.

Well, in light of the shifting consumer mindset, Heyday Canning Co. has resolved to turn canned food from a solemn staple to excitingly economic.

Increasingly, shoppers are refraining from eating out at restaurants, opting instead to cook at home. That said, we’ve all grappled with the unfortunate reality of perishable goods sitting unused in the refrigerator. Therein lies the opportunity that Heyday Canning – and a handful of other early-stage companies – identified in the canned good space.

After spending a good portion of the pandemic falling in love with the simplicity of canned beans, Heyday Canning founders Kat Kavner and Jaime Tulley set out to make these goods as appealing to the palate as they are the monthly credit card bill.

With flavors like Apricot Glazed Baked Beans, Tomato Alla Vodka Cannellini Beans, and Coconut Curry Chickpeas, this startup – already offered in national retailers like Sprouts Farmers Markets – is on its way to changing the perception of this oft-overlooked segment.

All of this helps explain the resurgence and creativity permeating the canned-food space, as these lean macroeconomic conditions pave the way for brands like Heyday Canning to prosper.

And for angel investors, identifying these breakout market segments and the players poised to lead the charge provide a blueprint toward returns down the line.

It’s paramount to keep a 360-degree view of the micro and macro of the investment landscape. That way, you’re always ready to strike when these opportunities present themselves.