Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. retail sales and fan chart forecast of soup, at current prices, 2007-17
- Market segmentation
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- Figure 2: Total U.S. retail sales of soup, by segment percent, at current prices, 2012
- Figure 3: Total U.S. retail sales of soup, by segment, at current prices, 2010 and 2012
- Leading companies
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- Figure 4: MULO sales of soup, by leading companies, rolling 52 weeks 2012 and 2013
- Retail channels
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- Figure 5: Total U.S. retail sales of soup, by channel, at current prices, 2010-12
- Innovation
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- Figure 6: Soup launches, by launch type, 2008-12
- The consumer
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- Figure 7: Soup purchase for self, by age, December 2012
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- Figure 8: Soup purchase for self, December 2012
- Soup’s on, for lunch
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- Figure 9: Top five soup consumption occasions, December 2012
- Price rises to the top of important attributes
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- Figure 10: Important attributes, December 2012
- What we think
Issues in the Market
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- How can the category overcome sales stagnation?
- How can the category combat a poor perception of health?
- How can the category grow sales among young consumers?
- How can the category grow participation among non-white consumers?
Insights and Opportunities
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- Expand product lines to meet consumer needs
- Increase consumption occasions
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- Figure 11: Canned or packaged soup, broth, and stock, by gender, August 2011-August 2012
- Providing options for snacking and full meals
- Specify soup options for various day parts
- Develop a range of all-in-ones as well as soup starters
- Soup for health
- Present soup as a weight loss aid
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- Figure 12: Watching your diet (for health or weight), August 2011-August 2012
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- Figure 13: Watching your diet (for health or weight), August 2011-August 2012
- Address sodium concerns
- Put the focus on adding flavor, not reducing salt
- Inspire a soup renaissance
- Soup brings people together
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- Figure 14: Per household expenditures on soup, at current prices, 2007-12
- Soup tells the story of people…
- … and their history
Trend Applications
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- Trend: Carnivore, Herbivore...Locavore
- Trend: The Nouveau Poor
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- Figure 15: Canned or packaged soup and broth, April 2007-June 2012
Market Size and Forecast
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- Key points
- Soup slowly recovers from recession
- Sales and forecast of soup
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- Figure 16: Total U.S. retail sales and forecast of soup, at current prices, 2007-17
- Figure 17: Total U.S. retail sales and forecast of soup, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 18: Total U.S. retail sales and fan chart forecast of soup, at current prices, 2007-17
Competitive Context
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- Key points
- Expanded foodservice offerings challenge category appeal
- Restaurant sales on the upswing
- Convenient foodservice options expand
- Cooking at home
- Difficult climate for soup sales
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- Figure 19: Soup behavior, by gender, December 2012
Segment Performance
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- Key points
- Category leaders lead category losses
- Sales of soup, by segment
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- Figure 20: Total U.S. retail sales of soup, by segment, at current prices, 2010 and 2012
Segment Performance—Ready-to-serve Wet Soup
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- Key points
- RTS wet soup leads category sales and category declines
- Sales of RTS wet soup
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- Figure 21: Total U.S. retail sales and forecast of ready-to-serve wet soup, at current prices, 2007-17
Segment Performance—Condensed Wet Soup
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- Key points
- Condensed wet soup struggles, sales decline by 12% from 2007-12
- Sales of condensed wet soup
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- Figure 22: Total U.S. retail sales and forecast of condensed wet soup, at current prices, 2007-17
Segment Performance—Dry Soup
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- Key points
- Dry soup sales grow 19% from 2007-12 to reach $1.6 billion
- Sales of dry soup
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- Figure 23: Total U.S. retail sales and forecast of dry soup, at current prices, 2007-17
Segment Performance—Wet Stock/Broth
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- Key points
- Wet broth/stock sales grow 37% from 2007-12 to reach $968 million
- Sales of wet broth/stock
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- Figure 24: Total U.S. retail sales and forecast of wet broth/stock, at current prices, 2007-17
Segment Performance—Refrigerated Fresh Soup
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- Key points
- Refrigerated soup sales grow 36% from 2007-12 to reach $206 million
- Sales of refrigerated fresh soup
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- Figure 25: Total U.S. retail sales and forecast of refrigerated fresh soup, at current prices, 2007-17
Segment Performance—Frozen Soup
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- Key points
- Frozen soup sales grow 39% from 2007-12 to reach $54 million
- Sales of frozen soup
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- Figure 26: Total U.S. retail sales and forecast of frozen soup, at current prices, 2007-17
Retail Channels
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- Key points
- Supermarkets lead soup sales
- Sales of soup, by channel
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- Figure 27: Total U.S. retail sales of soup, by channel, at current prices, 2010-12
- Supermarkets find strength in selection
- Supermarket sales of soup
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- Figure 28: U.S. supermarket sales of soup, at current prices, 2007-12
- Drug stores struggle with soup sales
- Drug store sales of soup
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- Figure 29: U.S. drug store sales of soup, at current prices, 2007-12
- “Other” channels see strong growth
- “Other” channel sales of soup
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- Figure 30: U.S. sales of soup, through other retail channels, at current prices, 2007-12
Retail Channels—Natural Supermarkets
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- Key points
- Natural channel sales showing strong growth, reach $71.1 million
- Sales of soup in the natural channel
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- Figure 31: Natural supermarket sales of soup, at current prices, 2010-12*
- Figure 32: Natural supermarket sales of soup, at inflation-adjusted prices, 2010-12*
- Natural channel sales of soup by segment
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- Figure 33: Natural supermarket sales of soup, by segment, 2010 and 2012*
- Brands of note
- Natural channel sales of organic soup
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- Figure 34: Natural supermarket sales of soup, by organic, 2010 and 2012*
- Natural channel sales of gluten-free soup
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- Figure 35: Natural supermarket sales of soup, by gluten-free, 2010 and 2012*
Leading Companies
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- Key points
- Campbell leads soup sales, dwarfs all others
- Manufacturer sales of soup
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- Figure 36: MULO sales of soup, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—RTS Wet Soup
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- Key points
- Progresso gains on Campbell’s in RTS wet soup sales
- Leading companies' MULO sales of RTS wet soup
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- Figure 37: MULO sales of ready-to-serve wet soup, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Condensed Wet Soup
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- Key points
- Campbell represents 81.4% of condensed wet soup sales
- Leading companies' MULO sales of condensed wet soup
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- Figure 38: MULO sales of condensed wet soup, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Dry Soup
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- Key points
- Maruchan leads dry soup segment with 38.9% of MULO sales
- Leading companies' MULO sales of dry soup
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- Figure 39: MULO sales of dry soup, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Wet Broth/Stock
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- Key points
- Campbell brands represent half of MULO sales of wet broth/stock
- Leading companies' MULO sales of wet broth/stock
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- Figure 40: MULO sales of wet broth/stock, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Refrigerated Soup
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- Key points
- Private label dominates refrigerated soup sales
- Leading companies' MULO sales of refrigerated soup
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- Figure 41: MULO sales of refrigerated soup, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Frozen Soup
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- Key points
- Small size of frozen soup category lends to sales volatility
- Leading companies' MULO sales of frozen soup
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- Figure 42: MULO sales of frozen soup, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Packaging leads soup innovation
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- Figure 43: Soup launches, by launch type, 2008-12
- Convenience and natural ingredients top list of new product claims
- Reduced sodium
- Natural/organic
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- Figure 44: Soup launches, by top 10 claims, 2008-12
- Flavor
- Ethnic-inspired
- Regional
- Inspiration from other food
- Homestyle
- Campbell’s aims to attract attention by offering more…
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- Figure 45: Soup launches, by top 10 companies, 2008-12
- …while store brands go beyond the basics
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Campbell’s
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- Figure 46: Brand analysis of Campbell’s, 2013
- Online initiatives
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- Figure 47: Campbell’s Kitchen Page, 2013
- TV presence
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- Figure 48: Campbell’s Soup TV ad, “Simple Beginnings,” 2012
- Brand analysis: Campbell’s Chunky
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- Figure 49: Brand analysis of Campbell’s Chunky, 2013
- Online initiatives
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- Figure 50: Campbell’s Chunky Twitter Page, 2012
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- Figure 51: Campbell’s Chunky Facebook Page, 2012
- TV presence
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- Figure 52: Campbell’s Chunky TV ad, “Perfect For Two,” 2012
- Brand analysis: Progresso
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- Figure 53: Brand analysis of Progresso, 2013
- Online initiatives
- TV presence
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- Figure 54: Progresso TV ad, “White Lie,” 2012
- Brand analysis: Progresso Light
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- Figure 55: Brand analysis of Progresso Light, 2013
- TV presence
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- Figure 56: Progresso Light TV ad, “It Fits,” 2012
- Online initiatives
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- Figure 57: Progresso Facebook Post, 2013
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- Figure 58: Progresso Light TV ad, “AMAZING,” 2012
Social Media—Soup
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- Social media metrics
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- Figure 59: Key performance indicators, March 2013
- Market overview
- Brand usage and awareness
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- Figure 60: Personal awareness of soup brands, December 2012
- Interaction with soup brands
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- Figure 61: Interaction with soup brands, November 2012
- Online conversations
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- Figure 62: Selected soup brands’ share of conversations, Jan. 27-Feb. 26, 2013
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- Figure 63: Conversations on selected soup brands, by brand by day, Jan. 27-Feb. 26, 2013
- Where are people talking about soup brands?
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- Figure 64: Selected soup brands’ share of brand conversations, by page type, Jan. 27-Feb. 26, 2013
- What are people talking about?
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- Figure 65: Topics of conversations concerning soup brands, Jan. 27-Feb. 26, 2013
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- Figure 66: Topics of conversation regarding selected soup brands, by day, Jan. 27-Feb. 26, 2013
- Figure 67: Types of conversation regarding selected soup brands, by type of website, Jan. 27-Feb. 26, 2013
- Analysis by brand
- Progresso
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- Figure 68: Progresso—key social media indicators, March 1, 2013
- Key online campaigns
- What we think
- Campbell’s Go
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- Figure 69: Campbell’s Go—key social media indicators, March 1, 2013
- Key online campaigns
- What we think
- Campbell’s Chunky Soup
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- Figure 70: Campbell’s Chunky Soup—key social media indicators, March 1, 2013
- Key online campaigns
- What we think
- Campbell’s Condensed Soup
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- Figure 71: Campbell’s Condensed Soup—key social media indicators, March 1, 2013
- Key online campaigns
- What we think
- Swanson
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- Figure 72: Swanson—key social media indicators, March 1, 2013
- Key online campaigns
- What we think
- College Inn Broth
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- Figure 73: College Inn Broth—key social media indicators, March 1, 2013
- Key online campaigns
- What we think
Purchase and Consumption
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- Key points
- Women are more likely soup shoppers/eaters, men favor convenience
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- Figure 74: Soup purchase, by gender, December 2012
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- Figure 75: Soup purchase for self, by gender, December 2012
- Consumption highest among 45+, young shoppers like convenience
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- Figure 76: Soup purchase for self, by age, December 2012
- Soup equal opportunity, kinds vary by income
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- Figure 77: Soup purchase, by household income, December 2012
- Soup hot among singles
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- Figure 78: Soup purchase for self, by household size, December 2012
- Soup starters may be place to start for nonparticipants
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- Figure 79: Reasons for not purchasing soup, December 2012
Consumption Occasion
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- Key points
- Women turn to soup as a meal replacement, men as snack/meal part
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- Figure 80: Soup consumption occasion, by gender, December 2012
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- Figure 81: Soup behavior, by gender, December 2012
- Young consumers are soup snackers, want little fuss
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- Figure 82: Soup consumption occasion, by age, December 2012
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- Figure 83: Soup behavior, by age, December 2012
- Higher income earning HHs open to cooking with soup
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- Figure 84: Soup behavior, by household income, December 2012
- Large households more likely to use soup as meal replacement
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- Figure 85: Soup consumption occasion, by household size, December 2012
- Figure 86: Soup behavior, by household size, December 2012
Important Attributes
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- Key points
- Price rises to the top of important attributes, men want meat
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- Figure 87: Your attitudes, opinions and interests, August 2011-August 2012
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- Figure 88: Important attributes, by gender, December 2012
- Young consumers drawn to health/convenience, sodium concerns 55+
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- Figure 89: Important attributes, by age, December 2012
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- Figure 90: Soup behavior, by age, December 2012
- Price especially a factor among lowest income earners
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- Figure 91: Important attributes, by household income, December 2012
- Wet RTE seen as affordable
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- Figure 92: Important attributes, by soup purchase, December 2012
Attitudes Toward Soup
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- Key points
- Convenience
- Older consumers value soup at-home, young consumers on-the-go
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- Figure 93: Attitudes toward soup, by age, December 2012
- Canned soup is a pantry staple for older consumers, women, and small HHs
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- Figure 94: Soup behavior, by age, December 2012
- Figure 95: Soup behavior, by gender, December 2012
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- Figure 96: Soup behavior, by household size, December 2012
- Health
- Health attributes more prominent among women
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- Figure 97: Attitudes toward soup, by gender, December 2012
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- Figure 98: Soup behavior, by gender, December 2012
- Young consumers critical about soup health
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- Figure 99: Attitudes toward soup, by age, December 2012
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- Figure 100: Soup behavior, by age, December 2012
- Soup meets health needs of low income households
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- Figure 101: Attitudes toward soup, by household income, December 2012
- Flavor
- Flavor expansion represents opportunity for growth
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- Figure 102: Attitudes toward soup, by gender, December 2012
- Expanded international offerings should appeal to young consumers
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- Figure 103: Attitudes toward soup, by age, December 2012
- Soup starters may be affordable meal option for low income households
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- Figure 104: Attitudes toward soup, by household income, December 2012
- Price
- Men slightly more price conscious than women
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- Figure 105: Attitudes toward soup, by gender, December 2012
- Under 45s least swayed by brand
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- Figure 106: Attitudes toward soup, by age, December 2012
- Lower income earners driven by price, open to store brands
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- Figure 107: Attitudes toward soup, by household income, December 2012
Impact of Race and Hispanic Origin
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- Key points
- Room for growth among non-white consumers
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- Figure 108: Soup purchase, by race/Hispanic origin, December 2012
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- Figure 109: Soup purchase for self, by race/Hispanic origin, December 2012
- Alternative consumption occasions may grow soup appeal
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- Figure 110: Soup consumption occasion, by race/Hispanic origin, December 2012
- Family focus may resonate with Hispanic shoppers
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- Figure 111: Soup behavior, by race/Hispanic origin, December 2012
- Blacks drawn to health, while Asians are swayed by quality
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- Figure 112: Important attributes, by race/Hispanic origin, December 2012
- Hispanics are warm on soup, Asians drawn to packaging innovation
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- Figure 113: Agreement with attitudes toward soup, by race/Hispanic origin, December 2012
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- Figure 114: Soup behavior, by race/Hispanic origin, December 2012
Custom Consumer Group: Households with Children
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- Key points
- Soup appears as a convenience among HHs with children
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- Figure 115: Soup purchase, by presence of children in household, December 2012
- Teens and older children more likely candidates for soup consumption
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- Figure 116: Soup purchase, by parents with children and age, December 2012
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- Figure 117: Soup, by age, April 2011-June 2012
- HHs with children over index across most consumption occasions
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- Figure 118: Soup consumption occasion, by presence of children in household, December 2012
- Product claims important among HHs with children
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- Figure 119: Important attributes, by presence of children in household, December 2012
- HHs with children OK with convenience/health/price, want more flavor
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- Figure 120: Agreement with attitudes toward soup, by presence of children in household, December 2012
IRI/Builders—Key Household Purchase Measures
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- Overview of soup
- Condensed wet soup
- Consumer insights on key purchase measures—condensed wet soup
- Brand map
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- Figure 121: Brand map, selected brands of condensed wet soup, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 122: Key purchase measures for the top brands of condensed wet soup, by household penetration, 2012*
- RTS wet soup
- Consumer insights on key purchase measures—RTS wet soup
- Brand map
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- Figure 123: Brand map, selected brands of RTS wet soup buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 124: Key purchase measures for the top brands of RTS wet soup, by household penetration, 2012*
- Dry soup
- Consumer insights on key purchase measures—dry soup
- Brand map
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- Figure 125: Brand map, selected brands of dry soup buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 126: Key purchase measures for the top brands of dry soup, by household penetration, 2012*
Appendix: Food and Drink Market Drivers
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- Consumer confidence
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- Figure 127: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 128: U.S. Unemployment rate, by month, 2002-13
- Figure 129: U.S. Unemployment and under-employment rates, 2007-13
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- Figure 130: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 131: Changes in USDA Food Price Indexes, 2011 through 2013, Feb. 25, 2013
- Obesity
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- Figure 132: U.S. Obesity, by age group, 2008 and 2012
- Childhood and teen obesity—highest in decades
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- Figure 133: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 134: Population, by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 135: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 136: Population, by age, 2008-18
- Figure 137: Households, by presence of own children, 2002-12
Appendix: Social Media
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- Brand usage or awareness
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- Figure 138: Brand usage or awareness, November 2012
- Figure 139: Campbell’s condensed soup usage or awareness, by demographics, November 2012
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- Figure 140: Progresso usage or awareness, by demographics, November 2012
- Figure 141: Swanson usage or awareness, by demographics, November 2012
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- Figure 142: College inn usage or awareness, by demographics, November 2012
- Figure 143: Campbell’s chunky soup usage or awareness, by demographics, November 2012
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- Figure 144: Campbell’s go usage or awareness, by demographics, November 2012
- Activities done
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- Figure 145: Activities done, November 2012
- Figure 146: Campbell's condensed soup – Activities done, by demographics, November 2012
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- Figure 147: Progresso – Activities done, by demographics, November 2012
- Figure 148: Swanson's – Activities done, by demographics, November 2012
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- Figure 149: College inn – Activities done, by demographics November 2012
- Figure 150: Campbells' Chunky soup – Activities done, by demographics, November 2012
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- Figure 151: Campbell's Go – Activities done, by demographics, November 2012
- Online conversations
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- Figure 152: Selected soup brands’ share of conversations, Jan. 27-Feb. 26, 2013
- Figure 153: Conversations on selected soup brands, by brand by day, Jan. 27-Feb. 26, 2013
- Figure 154: Topics of conversations concerning soup brands, Jan. 27-Feb. 26, 2013
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- Figure 155: Topics of conversation regarding selected soup brands, by day, Jan. 27-Feb. 26, 2013
- Figure 156: Types of conversation regarding selected soup brands, by type of website, Jan. 27-Feb. 26, 2013
Appendix: Other Useful Consumer Tables
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- Purchase and consumption
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- Figure 157: Soup purchase for self, by gender and age, December 2012
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- Figure 158: Soup purchase, December 2012
- Consumption occasion
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- Figure 159: Soup consumption occasion, by gender and age, December 2012
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- Figure 160: Soup consumption occasion, by household income, December 2012
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- Figure 161: Soup behavior, by household income, December 2012
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- Figure 162: Soup behavior, by household size, December 2012
- Important attributes
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- Figure 163: Important attributes, December 2012
- Attitudes toward soup
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- Figure 164: Attitudes toward soup, December 2012
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- Figure 165: Agreement with attitudes toward soup, by household size, December 2012
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- Figure 166: Agreement with attitudes toward soup, by parents with children and age, December 2012
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- Figure 167: Agreement with attitudes toward soup, by soup purchase, December 2012
Appendix: Trade Associations
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