Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Making claims
- Free range
- Maximising workplace consumption
Fast Forward Trends
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- Trend 1: Authenticity
- What it is
- What we’ve seen
- Market touchpoints/implications
- Trend 2: Fit or Fat
- What it is
- What we’ve seen
- Specifics
- Market touchpoints/implications
Market in Brief
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- Soup market looks healthy
- NPD has contributed to growth
- Heinz dominates sales
- Adspend has fluctuated
- Consumer base is contracting
- Future
Internal Market Environment
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- Key points
- Healthy eating
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- Figure 1: Agreement with selected lifestyle statements relating to health and diet, 2003-07
- Obesity and weight control
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- Figure 2: Current and projected levels of obesity among UK children, by age and gender, 2003 and 2010
- Figure 3: Agreement with selected lifestyle statements relating to health and diet, 2003-07
- Natural attraction
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- Figure 4: Agreement with selected lifestyle statements relating to health and diet, 2003-07
- Buying British
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- Figure 5: Agreement with selected lifestyle statements relating to health and diet, 2003-07
- Growing demand for foreign food
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- Figure 6: Agreement with selected lifestyle statements relating to foreign food, 2003-07
- Seasonality
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- Figure 7: Average summer temperature and total number of sunshine hours in the UK*, 2002-07
Broader Market Environment
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- Key points
- The salt issue
- The industry’s response
- Traffic lights v GDA – the great labelling debate
- Number of smaller households set to rise
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- Figure 8: Forecast UK Households trends, by size of household, 2003, 2008 and 2013
- Convenience welcomed by working women
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- Figure 9: Working population, by gender, 2003-13
Competitive Context
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- Key points
- Soup faces competition from hot eating snacks
- Heinz and Princes target teenagers
- New Covent Garden corners ABs
- A European perspective
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- Figure 10: Comparison of UK soup sales with selected European markets, 2004 & 2006
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
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- Figure 11: Number of new products launched, by quarter and by type, 2006-08
- Ambient maintains lead
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- Figure 12: Number of new products launched, by type and by year, 2003-07
- Tubs take greater share
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- Figure 13: Number of new products launched, by packaging type, year to March 2008
- Average pack size rises
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- Figure 14: Number of new products launched, by pack size, 2003-07
- Microwaveable is leading product claim
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- Figure 15: Number of new products launched, by product claim, year to March 2008
- Trend away from additives in favour of all natural
- Vegetarian
- Premium and gourmet recipes
- Low-calorie options
- Organic
- Soup or ready meal?
- Ethnic influences
- Possible future trends
Market Size and Forecast
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- Key points
- Adding value drives modest growth
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- Figure 16: UK retail sales of soup, 2003-08
- The future
- Forecast
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- Figure 17: Estimated value of the overall soup market, 2003-13
- Simmering nicely
- Manufacturers adapt to, and create, changing consumer preferences
Segment Performance
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- Key points
- Chilled soup drives growth
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- Figure 18: UK retail sales of soup, by sector, 2003-07
- Ambient wet soup
- Segment performance
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- Figure 19: UK retail sales of canned and other ambient wet soup, 2001-06
- Packaging
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- Figure 20: UK retail sales of ambient wet soup, by packaging type, 2003-07
- Recipe
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- Figure 21: UK retail sales of canned ambient wet soup, by recipe type, 2003-07
- Forecast
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- Figure 22: estimated uk retail value sales of canned and other ambient wet soup, 2003-13
- Holding on to recent revival
- Middle age support
- Dried soup
- Segment performance
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- Figure 23: UK retail sales of dried soup, 2002-07
- By type
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- Figure 24: UK retail sales of dried soup, by type, 2003-07
- Forecast
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- Figure 25: UK retail sales of dried soup, 2003-13
- Parachutes out to stop dried freefall
- Lower socio-economic focus behind stability
- Chilled soup
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- Figure 26: UK retail sales of fresh chilled soup, 2003-08
- Forecast
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- Figure 27: Estimated UK retail value sales of fresh chilled soup, 2003-13
- Chilled – a star passing its zenith
- Young affluent profile a two edged sword
Market Share
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- Key points
- Overall soup
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- Figure 28: Manufacturers shares*, 2003-07
- Ambient wet soup
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- Figure 29: Ambient wet soup manufacturers’ brand shares, 2003-07
- Dried soup
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- Figure 30: Dried soup manufacturers’ brand shares, 2003-07
- Chilled soup
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- Figure 31: Chilled soup manufacturers’ brand shares, 2003-07
- Own-labels
Companies and Products
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- Figure 32: Soup brand audit, 2007
- Company profiles
- Heinz
- Farmers’ Market
- Premier Foods
- Baxters
- New Covent Garden Food Company
- Unilever
- Symington’s
- Seeds of Change
- Other companies
- Duchy Originals
- Northern Foods
- Pasta Reale
- The Serious Food Company
- Yorkshire Provender
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Brand Elements
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- Brand map
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- Figure 33: Attitudes and usage of soup brands, February 2008
- Heinz
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 34: Attitudes towards the Heinz brand, February 2008
- Campbell’s
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 35: Attitudes towards the Campbell’s brand, February 2008
- Batchelors
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 36: Attitudes towards Batchelors brand, February 2008
- Baxters
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 37: Attitudes towards the Baxters brand, February 2008
- New Covent Garden
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 38: Attitudes towards the New Covent Garden brand, February 2008
- Loyd Grossman
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 39: Attitudes towards Loyd Grossmans brand, February 2008
- Knorr
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 40: Attitudes towards knorr brand, February 2008
- Duchy Originals
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 41: Attitudes towards Duchy Originals brand, February 2008
- Weight Watchers
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 42: Attitudes towards Weight Watchers brand, February 2008
- Seeds of Change
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 43: Attitudes towards seeds of change brand, February 2008
- Brand qualities of soup brands
- Campbell’s, Baxters, Heinz lead authenticity and tradition
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- Figure 44: Consumer attitudes of various soup brands, February 2008
- Experience of soup brands
- Heinz is most popular, but isn’t seen to be chilled or fresh
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- Figure 45: Consumer usage of various soup brands, February 2008
- Brand intentions for soup brands
- Heinz has best customer retention; Duchy Originals poorest
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- Figure 46: Consideration of various soup brands, February 2008
- Brand momentum for soup brands
- New Covent Garden is significantly gaining most ground
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- Figure 47: Momentum of various soup brands, February 2008
- Brand motivation for soup brands
- New Covent Garden is most chilled; Knorr dried; Heinz canned
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- Figure 48: Motivation of various soup brands, February 2008
- Brand satisfaction for soup brands
- Heinz most excellent satisfaction; Weight Watchers (from Heinz) least
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- Figure 49: Satisfaction of various soup brands, February 2008
- Brand commitment to soup brands
- New Covent Garden Soup is most worth paying extra for
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- Figure 50: Commitment to various soup brands, February 2008
- Round up
Brand Communication and Promotion
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- Key points
- Adspend fluctuates
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- Figure 51: Main monitored media advertising expenditure on soup, 2003-07
- Top three companies dominate spend
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- Figure 52: Main monitored media advertising expenditure on soup, by leading advertisers, 2003-07
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- Figure 53: Top ten brands advertised in 2006 and 2007
- Television plays important role
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- Figure 54: Main monitored media advertising expenditure on soup, by type of media, 2003-07
- Advertising spend is highly seasonal
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- Figure 55: Main monitored media advertising expenditure on soup, by month, 2005-07
- Emphasis on healthy and wholesome
- Below-the-line support is important too
Channels to Market
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- Key points
- Multiple grocers dominate sales
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- Figure 56: Retail distribution of soup, by type of outlet, 2003-07
- Could merchandising be improved?
The Consumer – Penetration and Frequency of Consumption
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- Key points
- Overall soup consumption in decline
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- Figure 57: Trends for penetration of soup consumption in the past 12 months, 2003-07
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- Figure 58: Trends for frequency of soup consumption in the past 12 months, 2003-07
- Chilled fresh soup
- Dry packet soup
- Tinned soup
- Who is eating what?
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- Figure 59: Soup users’ profile, by type of soup, 2007
- ABs favour fresh
- DEs prefer packets
- Tinned soup has broader appeal
The Consumer – Eating Occasions
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- Key points
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- Figure 60: Comparison of eating occasion of canned soups and fresh chilled soups, February 2008
- Competition hots up at work
- Fresh ideas for male diners
- Targeting non-users
- Canned
- Fresh
The Consumer – Attitudes and Habits
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- Key points
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- Figure 61: Attitudes towards soup, February 2008
- What women want
- …and what they could want more of
- What about men?
- ABC1s turn to soup as a stand-by
- Fragmented family meal times favour soup
- 16-24s eat soup to lose weight
The Consumer – Further Analysis
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- Key points
- Lunchtime dominates
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- Figure 62: Number of meal occasions when soup is eaten/served, 2008
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- Figure 63: Number of meal occasions when soup is eaten/served, by age group, 2008
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- Figure 64: Number of meal occasions when soup is eaten/served, by occasion, 2008
- For each person, a meal occasion preference
- Multi-occasion users willing to pay more
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- Figure 65: Number of meal occasions when soup is eaten/served, by agreement with attitudinal statements on soup, 2008
Appendix
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- Advertising data
- Abbreviations
Appendix: Broader Market Environment
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- Figure 66: Working women, by age of own children, 1998-2006
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Appendix: The Consumer – Penetration and Frequency of Consumption
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- Figure 67: Soup consumption in the past 12 months, by demographics, 2007
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- Figure 68: Consumption of dry packet soup in the last 12 months, by demographics, 2007
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- Figure 69: Types of soup eaten in the past 12 months, by demographics, 2007
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- Figure 70: Types of soup eaten in the past 12 months, by demographics, 2007
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Appendix: The Consumer – Eating Occasions
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- Figure 71: Eating occasion of canned or tinned soups, by demographics, February 2008
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- Figure 72: Eating occasion of canned or tinned soups, by demographics, February 2008
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- Figure 73: Eating occasion of chilled soup, by demographics, February 2008
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- Figure 74: Eating occasion of chilled soup, by demographics, February 2008
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Appendix: The Consumer – Attitudes and Habits
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- Figure 75: Attitudes towards soup, by demographics, February 2008
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- Figure 76: Attitudes towards soup, by demographics, February 2008
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Appendix: The Consumer – Further Analysis
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- Figure 77: Number of meal occasions when soup is eaten/served, by demographics, 2008
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- Figure 78: Meal occasions when soup is eaten/served, 2008
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