Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Time to get functional?
- Targeting lunchtime and single consumers
- Dried soup overdue a makeover
- Harnessing the smoothie phenomenon
- Soup as a healthy fast food for schools
- Targeting younger children
Executive Summary
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- Soup consumption is in decline
- Chilled soup increasingly cool
- Soup supplies
- Ad-ding less to sales
- Healthy future
Market Drivers
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- Healthy obsession
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- Figure 1: Agreement with lifestyle statements about diet and health, 2001-05
- Paying the price for conscience brands
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- Figure 2: Consumer expenditure and PDI, 2000-05
- Figure 3: UK population by socio-economic status, 2000 and 2005
- Seasoned sales
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- Figure 4: Soup launches by quarter and by year, 2001-06
- Pleasing palates
- Marketing support
- Retailer improvements in own label
- Microwaves play an increasingly important role
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- Figure 5: Household penetration of microwaves, 2000-05
Market Size
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- Overall growth has slowed
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- Figure 6: UK retail sales of soup, 2001-06
- Chilled soup leads growth
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- Figure 7: UK retail sales of soup, by sector, 2001-05
- Healthy eating has heavily influenced trends
Market Segmentation
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- Sales of wet ambient soup on a slippery slope?
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- Figure 8: UK retail sales of canned and other ambient wet soup, 2001-06
- Heinz has played key role
- Promotional activity has also influenced sales
- New packaging formats offer hope
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- Figure 9: UK retail sales of ambient wet soup, by packaging type, 2001-05
- Seeing the difference with low calorie
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- Figure 10: UK retail sales of canned ambient wet soup, by recipe type, 2003 and 2005
- Sales drying up for dried soup
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- Figure 11: UK retail sales of dried soup, 2001-06
- Figure 12: UK retail sales of dried soup, by type, 2001-05
- Chilled fresh soup in high demand
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- Figure 13: UK retail sales of fresh chilled soup, 2001-06
- Organic growth for soups
The Supply Structure
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- Figure 14: Brand audit, 2006
- Manufacturer shares
- Ambient wet soup
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- Figure 15: Ambient wet soup manufacturers’ brand shares, 2001-05
- Heinz appears to have missed the mark…
- …while Baxters has gone from strength to strength
- Campbell has tried to update image
- Loyd Grossman has contributed to growth of premium segment
- Dried soup
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- Figure 16: Dried soup manufacturers’ brand shares, 2001-05
- Batchelors’ buoyancy
- Chilled soup
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- Figure 17: Chilled soup manufacturers’ brand shares, 2001-05
- New Covent Garden leads from the front
- Baxters enjoys healthy growth
- Duchy carves a premium niche
- Not all new entrants have been successful
- Own label
- Company profiles
- Baxters Food Group
- Brand Partnership
- Campbell Soup UK Ltd
- Geest plc
- HJ Heinz Company Limited
- Premier Foods plc
- Daniels Chilled Foods (New Covent Garden Soup)
- Unilever Bestfoods UK
- Other manufacturers
- Duchy Originals
- Seeds of Change
- Simply Organic
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New Product Developments
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- Figure 18: Number of new products by positioning claims, 2005-06
- Low fat and low calorie outweigh other claims…
- …but premium retains appeal
- Organic launches have been less mainstream
- Convenience continues to be important
- Flavours influenced by heightened taste for ethnic cuisines
- Manufacturer activity
- Packaging trends
- Forecast
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Advertising and Promotion
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- Figure 19: Main monitored media advertising expenditure on soup, 2001-05
- TV plays an important role
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- Figure 20: Percentage of adspend by media channel, 2001-05
- Top five manufacturers dominate advertising expenditure
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- Figure 21: Main monitored media advertising expenditure on soup, by leading advertisers, 2001-05
- Campbell’s emerges as highest spender
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- Figure 22: Campbell’s main monitored media advertising expenditure on soup, 2001-05
- Baxters gives greatest support to ambient soup
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- Figure 23: Baxters’ main monitored media advertising expenditure on soup, 2001-05
- New Covent Garden invests to grow the chilled sector
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- Figure 24: New Covent Garden’s main monitored media advertising expenditure on soup, 2001-05
- Unilever favours outdoor advertising
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- Figure 25: Unilever’s main monitored media advertising expenditure on soup, 2001-05
- Heinz
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- Figure 26: Heinz’s main monitored media advertising expenditure on soup, 2001-05
- Advertising spend is highly seasonal
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- Figure 27: Main monitored media advertising expenditure on soup, by leading advertisers, by quarters, 2005
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Distribution
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- Multiple grocers dominate distribution
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- Figure 28: Retail distribution of soup, by type of outlet, 2001-05
- Category management poses threat to smaller brands
The Consumer
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- Figure 29: Consumption of soup in the last 12 months, 2002-05
- Soup consumption is in gradual decline
- Fresh soup bucks the trend
- Packet soup appeal starts to fold
- Consumers canning tinned soup
- Consumers of both tinned and packet soup are increasingly eating fresh soup too
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- Figure 30: Consumption of soup in the last 12 months, by type, 2002-05
- Brand loyalty greatest for wet soups
- Soup enthusiasts are eclectic consumers
- Potential for low-cal fresh soup?
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- Figure 31: Agreement with attitudes towards diet and health, by types of soup eaten in the last 12 months, 2005
- Packet and tinned soup consumers keen to get healthy
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- Figure 32: Agreement with attitudes towards diet and health, by types of soup eaten in the last 12 months, 2005
- Consumers of soup appreciate good food
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- Figure 33: Agreement with attitudes towards food and brands, by types of soup eaten in the last 12 months, 2005
- Assessing consumer target groups
- Cluster groups:
- Slobs
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- Figure 34: Comparison of Slobs’ soup consumption with all adults
- Health Addicts
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- Figure 35: Comparison of Health Addicts’ soup consumption with all adults
- Dieters
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- Figure 36: Comparison of Dieters’ soup consumption with all adults
- Media targeting
- Sensible Eaters
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- Figure 37: Comparison of Sensible Eaters’ soup consumption with all adults
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Detailed Demographics
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- Figure 38: Consumption of ‘any soup’ in the last 12 months, by demographic sub-group, 2005
- Figure 39: Consumption of chilled fresh soup in the last 12 months, by demographic sub-group, 2005
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- Figure 40: Consumption of packet soup in the last 12 months, by demographic sub-group, 2005
- Figure 41: Consumption of tinned soup in the last 12 months, by demographic sub-group, 2005
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- Figure 42: Solus users of soup, by demographic sub-group, 2005
- Figure 43: Cross-tabulation of consumption of soup, 2005
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- Figure 44: Cross-tabulation of consumption of soup, 2005
- Figure 45: Cross-tabulation of consumption of soup, 2005
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- Figure 46: Cross-tabulation of consumption of soup, 2005
- Figure 47: Consumption of soup in the last 12 months, by type, by demographic sub-group, 2005
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- Figure 48: Consumption of soup in the last 12 months, by type, by demographic sub-group, 2005
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Detailed Demographics: Cluster Analysis
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- Figure 49: Cluster groups by demographic sub-group, 2005
- Figure 50: Cluster groups by agreement with the lifestyle statements, 2005
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- Figure 51: Cluster groups by usage of soup, 2005
- Figure 52: Cluster groups by soup nets, 2005
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The Future
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- Health will continue to be leading driver
- Premium fresh soups offer further potential
- NPD in other markets points towards greater functionality
- Investment in communication needs to be maintained
Forecast
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- Figure 53: Forecast of the UK soup market, 2006-11
- Factors used in the forecast
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