Table of Contents
Issues in the Market
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- Key themes
- Definition
- Consumer research
- Abbreviations
Future Opportunities
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- The Fresh (Soup) Factor
- Do like the Italians do
- Tapping into the Escapism trend
- Soup and pie at half-time
- Sip and view
- Soup of champions
Market in Brief
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- “Soup-er” sales help category growth
- Salt levels a concern in the salt category
- New product innovations offer consumers more choice
- Heinz grows its share
- Consumer soup preferences
Internal Market Environment
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- Key points
- Cooking back on the agenda
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- Figure 1: Agreement with selected lifestyle statements about food, 2005-09
- Concerns over salt levels
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- Figure 2: Agreement with statements about general eating habits, March 2010
- Convenience wins out
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- Figure 3: Agreement with lifestyle statement “Convenience often plays a part in my purchase decisions “, 2005-09
- Attention to detail
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- Figure 4: Agreement with selected lifestyle statements about health foods, 2005-09
- Weather permitting
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- Figure 5: Mean winter temperatures ((C) in the UK, 2003-10
Broader Market Environment
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- Key points
- Rising raw material costs
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- Figure 6: Tin – Monthly Price – Commodity Prices May 2000-November 2009
- Smaller household, smaller formats
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- Figure 7: Changes in UK Household sizes, 2005-15
- Busy lives demand more convenience
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- Figure 8: Working population in full-time employment by gender, 2005-15
- Fresh soups popular with ABs
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- Figure 9: Socio-economic profile of the UK population, 2005-15
Competitive Context
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- Key points
- Convenience foods see their penetration slip, but pizza holds out
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- Figure 10: Consumption of pizza, ready meals, soup and pasta/noodles, 2005-09
- Sandwich sales steam ahead
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- Figure 11: UK retail sales of convenience foods, 2005-09
- Ready meals face more competition
- A soup face-off
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Ambient soups lead launches
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- Figure 12: NPD in soup, percentage, by storage type, 2008-10*
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- Figure 13: NPD in soup, percentage, by sub-category, 2008-10*
- Importance of convenience
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- Figure 14: NPD in soup, percentage, by sub-category, 2009-10*
- Low-fat options
- Branded manufacturers push greater innovation
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- Figure 15: NPD in soups, percentage, by top companies, 2008-10*
Market Size and Forecast
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- Key points
- Soup sales remain resilient
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- Figure 16: Forecast of UK retail value sales of soup, 2005-15
- Cold weather favours soup
- Fears of high salt levels may hamper soup’s healthy perception
- Brands display a strong performance
- The future of the market
- Factors used in the forecast
Segment Performance
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- Key points
- Fresh soups enhanced by healthy image
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- Figure 17: UK retail sales of soup, by sector, 2005-09
- Ambient soups offer value for money
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- Figure 18: Forecast of retail value sales of canned and other ambient wet soup, by value, 2005-15
- Pouches suffer sales decline
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- Figure 19: UK retail sales of ambient wet soup, by packaging type, 2005-09
- Consumers stick to tried and tested standard ranges
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- Figure 20: UK retail sales of canned ambient wet soup, by recipe type, 2005-09
- Dried soup sales revived
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- Figure 21: Forecast of retail value sales of dried soup, by value, 2005-15
- New product launches help the instant soup category
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- Figure 22: UK retail sales of dried soup, by type, 2005-09
- Room for growth in the chilled sector
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- Figure 23: Forecast of retail value sales of fresh chilled soup, by value, 2005-15
Market Share
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- Key points
- A mixed performance for branded manufacturers
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- Figure 24: Manufacturer shares of soup market, 2005-09
- Heinz soup range experience strong sales growth
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- Figure 25: Ambient wet soup manufacturers’ brand shares, 2005-09
- Dried up soup sales
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- Figure 26: Dried soup manufacturers’ brand shares, 2005-09
- New Covent Garden maintains stronghold on category
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- Figure 27: Chilled soup manufacturers’ brand shares, 2005-09
Companies and Products
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- Major players
- Baxters
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- Figure 28: New products launched by Baxters in the soups market in the UK, January 2008 to February 2010
- Daniels Group (New Covent Garden Food Co.)
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- Figure 29: New products launched by Daniels in the soups market in the UK, January 2008 to February 2010
- Heinz
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- Figure 30: New products launched by Heinz in the soups market in the UK, January 2008 to February 2010
- Premier Foods
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- Figure 31: New products launched by Premier Foods in the soups market in the UK, January 2008 to February 2010
- Symington’s
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- Figure 32: New products launched by Symington's in the soups market in the UK, January 2008 to February 2010
- Unilever
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- Figure 33: New Products Launched by Unilever in the soups market in the UK, January 2008 to February 2010
Brand Elements
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- Key points
- Brand map
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- Figure 34: Attitudes towards and purchase of soup brands, April 2010
- Brand qualities of soup brands
- Heinz top for taste and tradition, ‘diet’ health a turn-off?
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- Figure 35: Personalities of various soup brands, April 2010
- Experience of soup brands
- Heinz dominates, premium brands least popular
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- Figure 36: Consumer purchase of various soup brands, April 2010
- Brand consideration for soup brands
- Soup brands have similar appeal, but WeightWatchers a turn-off
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- Figure 37: Consideration of various soup brands, April 2010
- Brand satisfaction for soup brands
- Most delicious are most satisfying
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- Figure 38: Satisfaction with various soup brands, April 2010
- Brand commitment to soup brands
- Heinz has highest preference
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- Figure 39: Commitment to various soup brands, April 2010
- Brand intentions for soup brands
- Celebrity names lack loyalty, Heinz retains most custom
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- Figure 40: Future usage intentions for various soup brands, April 2010
- Brand recommendation for soup brands
- Wholesome Heinz, Baxters and New Covent Garden most recommended
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- Figure 41: Recommendation of various soup brands, April 2010
- New Covent Garden
- What the consumer thinks
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- Figure 42: Attitudes towards the New Covent Garden brand, April 2010
- WeightWatchers from Heinz
- What the consumer thinks
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- Figure 43: Attitudes towards the WeightWatchers from Heinz brand, April 2010
- Batchelors
- What the consumer thinks
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- Figure 44: Attitudes towards the Batchelors brand, April 2010
- Loyd Grossman
- What the consumer thinks
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- Figure 45: Attitudes towards the Loyd Grossman brand, April 2010
- Heinz
- What the consumer thinks
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- Figure 46: Attitudes towards the Heinz brand, April 2010
Brand Communication and Promotion
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- Key points
- Manufacturers reduce above-the-line support
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- Figure 47: Main monitored media spend on soup, 2006-09
- Press offers more targeted campaign reach
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- Figure 48: Main monitored media spend on soup, 2006-10*
- Baxters takes the lead in advertising spend
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- Figure 49: Main monitored media advertising expenditure on soup, by leading advertisers, 2006-10
- General Mills’ high adspend does not deliver sales
- Manufacturers seek alternative means to reach consumers
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- Figure 50: Top ten brands advertised in 2008 and 2009
- Seasonality
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- Figure 51: NPD in new soup ranges vs. main monitored media advertising expenditure on soup. 2006-09
Channels to Market
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- Key points
- Multiple grocers gain distribution share
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- Figure 52: Retail distribution of soup, by type of outlet, 2005-09
- In-store merchandising
The Consumer – Soup Usage
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- Key points
- Penetration of soup continues to fall
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- Figure 53: Consumption of soup in the last 12 months, by soup format, 2005-09
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- Figure 54: % changes in soup penetration in past 12 months, by type, 2005-09
- Who are the soup lovers?
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- Figure 55: Consumption of fresh soup in the last 12 months, by demographics, 2009
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- Figure 56: Consumption of dry packet soup in the last 12 months, by demographics, 2009
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- Figure 57: Consumption of soup in tins and pouches in the last 12 months, by demographics, 2009
- Volume consumption of soup
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- Figure 58: Most valuable consuimers for volume sales of soup, 2009
The Consumer – Soup Occasions
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- Key points
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- Figure 59: Occasions when soup is eaten, January 2010
- A soup lunch
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- Figure 60: Consumption of soup at lunch, by demographic group, January 2010
- Snack time
- A versatile ingredient
The Consumer – Soup Attitudes and Motivations
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- Key points
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- Figure 61: Factors taken into account when choosing a soup format, January 2010
- Cost issues
- Soup purchase considerations
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- Figure 62: Key priorities when choosing soup, by demographic group, January 2010
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- Figure 63: Attitudes towards soup, January 2010
- A store cupboard favourite
- Health issues
- “I’ll be your soup for all seasons”
- Home-prepared options
Soup Targeting Groups
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- Key points
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- Figure 64: Consumer clusters for soup, January 2010
- Souperstars (12%)
- Who are they?
- Attitudes towards soup
- Soup All Year (23%)
- Who are they?
- Attitudes towards soup
- Un-Souped (30%)
- Who are they?
- Attitudes towards soup
- Soup Comfort (35%)
- Who are they?
- Attitudes towards soup
Appendix
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- Advertising data
Appendix – Internal Market Environment
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- Figure 65: Agreement with selected lifestyle statements about food, by demographics, 2009
- Figure 66: Agreement with selected lifestyle statements about food, by demographics, 2009
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- Figure 67: Agreement with selected lifestyle statements about health foods, by demographics, 2009
- Figure 68: Agreement with statements about general eating habits, by demographics, March 2010
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- Figure 69: Agreement with statements about general eating habits, by demographics, March 2010
- Figure 70: Agreement with statements about general eating habits, by demographics, March 2010
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- Figure 71: Trends in cooking habits, May 2009-April 2010
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Appendix – Who’s Innovating?
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- Figure 72: NPD in soups, branded vs own label, 2008-10*
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Appendix – The Consumer – Soup Usage
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- Figure 73: Consumption of soup in the last 12 months, by soup format, 2005-09
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- Figure 74: Consumption of soup in the past 12 months by type, 2005-09
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- Figure 75: Usage of soup, by demographics, 2009
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- Figure 76: Usage of soup, by demographics, 2009
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- Figure 77: Usage of soup, by demographics, 2009 (continued)
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- Figure 78: Consumption of soup in the past 12 months by type, by demographics, 2009
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- Figure 79: Trends and projections in UK population (‘000s), by age group, 2005-15
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Appendix – The Consumer – Soup Occasions
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- Figure 80: Most popular occasions when soup is eaten, by demographics, January 2010
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- Figure 81: Next most popular occasions when soup is eaten, by demographics, January 2010 (continued)
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- Figure 82: Occasions when soup is eaten, by demographics, January 2010
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Appendix – The Consumer – Soup Attitudes and Motivations
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- Figure 83: Factors taken into account when choosing a soup format, by demographics, January 2010
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- Figure 84: Factors taken into account when choosing a soup format, by demographics, January 2010 (continued)
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- Figure 85: Attitudes towards soup, by demographics, January 2010
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- Figure 86: Attitudes towards soup, by demographics, January 2010 (continued)
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- Figure 87: Attitudes towards soup, by demographics, January 2010 (continued)
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- Figure 88: Attitudes towards soup, by most popular occasions when soup is eaten, January 2010
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- Figure 89: Attitudes towards soup, by next most popular occasions when soup is eaten, January 2010
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- Figure 90: Attitudes towards soup, by other occasions when soup is eaten, January 2010
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- Figure 91: Attitudes towards soup, by most popular factors taken into account when choosing a soup format, January 2010
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- Figure 92: Attitudes towards soup, by next most popular factors taken into account when choosing a soup format, January 2010 (continued)
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- Figure 93: Percentage of new product launches with a low sodium claim in selected markets, 2008-April 2010
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Appendix – Soup Targeting Groups
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- Figure 94: Soup target groups, by demographics, January 2010
- Figure 95: Occasions when soup is eaten, by target groups, January 2010
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- Figure 96: Factors taken into account when choosing a soup format, by target groups, January 2010
- Figure 97: Attitudes towards soup, by target groups, January 2010
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