Table of Contents
Scope and Themes
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- What you need to know
- Definitions
- Data sources
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Soup sales stall as consumers continue to see it as a seasonal buy
- Economy, diet, and population shift will drive the market
- Wet soup categories temper the whole soup market
- Dry soup and broth can be positioned as meal cooking ingredients
- Refrigerated and frozen soup segments take soup upscale
- Supermarkets lead in market share, but all channels lose sales
- Pace of new launches declines
- Campbell Soup carries the market but not always in a positive way
- Soup is a fairly saturated category; still room to grow for certain segments
- Soup as a snack has wide appeal among some consumers
- Brand loyalty is stronger among seniors, women, and lower-income consumers
- Packaging type not the most significant consideration in soup purchasing
- Soup is still pigeonholed as a cold-weather meal
- Price and quality top purchase drivers, but health follows closely
Insights and Opportunities
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- Soup as snack
- Get specific with line extensions
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- Figure 1: Changes to eating habits required to improve diet, by young adults and seniors, January 2012
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- Figure 2: Familiarity of and interest in regional American cuisines, October 2011
Inspire Insights
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- Inspire Trend—A Simple Balance for Health
- Consider this
- Bottom line
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- Figure 3: Changes to eating habits required to improve diet, January 2012
- Inspire Trend—Green Technology
- Consider this:
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- Figure 4: Role of the container in purchasing soup, by gender and age, January 2012
- Bottom line
Market Size and Forecast
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- Key points
- Strengths and weaknesses keep sales moderate
- Growth seen in soup as cooking ingredient and premium offerings
- Future looks positive for soup but depends on economy and innovation
- Total U.S. sales of soup
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- Figure 5: Total U.S. retail sales and forecast of soup, at current prices, 2006-16
- Figure 6: Total U.S. retail sales and forecast of soup, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 7: Total U.S. retail sales and fan forecast of soup, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Economy affects dining and shelf-stocking attitudes and habits
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- Figure 8: Consumer sentiment, March 2007-Feb. 2012
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- Figure 9: Real Disposable Personal Income, January 2007-December 2011
- Aging Baby Boomers positive for soup
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- Figure 10: U.S. population, by age, 2006-16
- Obesity causes other health issues, a concern for adults and children
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- Figure 11: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
- Figure 12: Prevalence of obesity among children/teens aged 2-19, 1976-2008
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- Figure 13: Important attributes when purchasing soup, January 2012
- Hispanics and blacks are opportunities for soup manufacturers
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- Figure 14: Households with children, by race and Hispanic origin of householder, 2011
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- Figure 15: Overweight and obesity rates for adults, by race/ethnicity, 2010
Competitive Context
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- Key points
- Hot soup from the deli and salad bar poses a threat to packaged soup
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- Figure 17: Soup by consumption, personal, January 2012
- Cooking sauces
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- Figure 18: Usage of cooking sauces and marinades, by age, December 2010
- Shelf-stable meals
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- Figure 19: Types of international shelf-stable meal interested in seeing in food stores, by age, July 2010
Segment Performance
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- Key points
- Innovation and merchandising work together to build profits
- Sales of soup, by segment
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- Figure 20: Total U.S. retail sales of soup, by type, 2009-11
Segment Performance—Ready-to-Serve Wet Soup
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- Key points
- Innovation is the key to segment turnaround
- Sales and forecast—ready-to-serve wet soup
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- Figure 21: Total U.S. retail sales and forecast of ready-to-serve wet soup, at current prices, 2006-16
Segment Performance—Condensed Wet Soup
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- Key points
- Condensed soup innovation will carry the segment forward
- Sales and forecast—condensed wet soup
Segment Performance—Dry Soup
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- Key points
- Dry soup sales perform better than wet soups
- Sales and forecast—dry soup
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- Figure 23: Total U.S. retail sales and forecast of dry soup, at current prices, 2006-16
Segment Performance—Ready-to-Serve Broth
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- Key points
- Much innovation is happening in the broth segment
- Sales and forecast—ready-to-serve broth
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- Figure 24: Total U.S. retail sales and forecast of ready-to-serve broth, at current prices, 2006-16
Segment Performance—Refrigerated Soup
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- Key points
- National brands gain foothold in refrigerated soup, boosting segment profits
- Sales and forecast—refrigerated soup
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- Figure 25: Total U.S. retail sales and forecast of refrigerated soup, at current prices, 2006-16
Segment Performance—Frozen Soup
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- Key points
- Though a small segment, frozen soup shows growth potential
- Sales and forecast—frozen soup
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- Figure 26: Total U.S. retail sales and forecast of frozen soup, at current prices, 2006-16
Retail Channels
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- Key points
- Supermarkets lead, but lose slight share to supercenters and warehouse club stores
- Other retailers struggle to draw attention
- Total U.S. retail sales of soup, by retail channel
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- Figure 27: Total U.S. retail sales of soup, by retail channel, 2009-11
Retail Channels—Supermarkets
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- Key points
- Supermarket soup sales increase only slightly
- Supermarket/food stores sales of soup
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- Figure 28: Supermarket/food stores sales of soup, 2006-11
Retail Channels—Supercenters and Warehouse Club Stores
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- Key points
- Refrigerated soup helps supercenter and warehouse club store sales
- Supercenter and warehouse club store sales of soup
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- Figure 29: Supercenter and warehouse club stores sales of soup, 2006-11
Retail Channels—Drug and Other Stores
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- Key points
- Other channels present viable soup profit potential
- Drug and other stores sales of soup
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- Figure 30: Total U.S. drug and other stores sales of soup, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Insights
- Sales of soup in the natural channel
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- Figure 31: Natural supermarket sales of soup at current prices, 2009-11*
- Figure 32: Natural supermarket sales of soup, at inflation-adjusted prices, 2009-11*
- Natural channel sales by segment
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- Figure 33: Natural supermarket sales of soup, by segment, 2009 and 2011*
- Brands of significance
- Natural channel sales of soup by organic
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- Figure 34: Natural supermarket sales of soup, by organic, 2009 and 2011*
Leading Companies
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- Key points
- Campbell Soup sales fall, but it remains the market leader by a wide margin
- Other market leaders show better performance
- FDMx sales of soup by manufacturer
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- Figure 35: FDMx sales of soup, by manufacturer, 2010-11
- Campbell’s soup leads in household usage
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- Figure 36: Household usage of canned or jarred soup, broth & stock, by race/Hispanic origin, July 2010-September 2011
Brand Share—Ready-to-serve Wet Soup
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- Key points
- Campbell launches 35 new soups, attempts to turn around sagging sales
- Progresso inches closer to Campbell’s share of market
- Private label not a strong force, but growing
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- Figure 37: FDMx sales of ready-to-serve wet soup, by manufacturer and brand, 2010 and 2011
Brand Share—Condensed Wet Soup
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- Key points
- Campbell Soup includes condensed soup in its reinvention strategy
- Private label sales inch up
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- Figure 38: FDMx sales of condensed wet soup, by manufacturer and brand, 2010 and 2011
Brand Share—Dry Soup
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- Key points
- Three companies take up more than two thirds of the dry soup market
- The Maruchan Ramen brand rules with a life of its own
- Private label could be stronger
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- Figure 39: FDMx sales of dry soup, by manufacturer and brand, 2010 and 2011
- Survey respondents prefer Lipton among dry soups
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- Figure 40: Household usage dry soup & dry bouillon, by brand and presence of children, July 2010-September 2011
Brand Share—Ready-to-serve Broth
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- Key points
- Campbell Soup loses sales in broth segment, but hope lies in innovation
- Private label is strong in broth segment
Brand Share—Refrigerated Soup
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- Key points
- Private label dominates refrigerated soup, but watch out
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- Figure 42: FDMx sales of refrigerated soup, by manufacturer and brand, 2010 and 2011
Brand Share—Frozen Soup
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- Key points
- Bertolli enters the frozen soup segment and takes over
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- Figure 43: Frozen soup eaters, by number of children younger than 18 in the household, January 2012
- Private label on the wane
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- Figure 44: FDMx sales of frozen soup, by manufacturer and brand, 2010 and 2011
Innovation and Innovators
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- Number of new product launches is lackluster
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- Figure 45: Number of soup new product launches, by form, 2007-11
- Common product claims are shifting to current interests
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- Figure 46: Top claims for soup new product launches, 2007-11
- Ethnic and regional flavors gain ground
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- Figure 47: Top 10 soups mentioned on menus, Q3 2011
- Companies draw attention with unique packaging and names
- Private label can appeal to both value and premium consciousness
- Showing value
- Upscale options
- Mass merchandisers play the same game
Marketing Strategies
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- Key points
- TV advertising
- Knorr
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- Figure 48: Knorr, Made from scratch TV ad, 2012
- Swanson focuses on soup as an ingredient
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- Figure 49: Swanson, Flavor introduction TV ad, 2012
- Progresso emphasizes soup as a weight-loss helper
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- Figure 50: Progresso, fitting TV ad, 2012
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- Figure 51: Progresso, Can calls TV ad, 2011
- Campbell Soup highlights the heart-health benefits of eating soup
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- Figure 52: Campbell, The beat goes on TV ad, 2012
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- Figure 53: Campbell, Happy Slurping TV ad, 2012
- Online initiatives
- Progresso Soup’s “Souper You” contest rewards winner with fashion makeover
- Pacific Natural Foods uses QR code on new product launch for ultimate convenience
- Swanson promotes new product through Creative Cooking Newsletter
Frequency and Types of Soup Eaten
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- Key points
- Young adults eat the most soup
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- Figure 54: Number of cans/jars of soup/broth & stock in the past 7 days, by age, July 2010-September 2011
- Wet soup is the most popular
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- Figure 55: Types of soup eaten in the household, by personal and other adult consumption, January 2012
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- Figure 56: Types of soup eaten in household, by age, January 2012
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- Figure 57: Types of soup eaten in household, by household income, January 2012
How and When Soup is Eaten
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- Key points
- Most consumers view soup as a personal rather than family meal
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- Figure 58: Ways of normally eating soup, by gender, January 2012
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- Figure 59: Ways of normally eating soup, by age, January 2012
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- Figure 60: Ways of normally eating soup, by presence of children in household, January 2012
- Wet soup is most often taken to work or school
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- Figure 61: Types of soup taken to work/school, by age, January 2012
Shopping for Soup
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- Key points
- Flavor and brand often determined at the store
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- Figure 62: Purchase pattern regarding flavor/brands, by gender, January 2012
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- Figure 63: Purchase pattern regarding flavor/brands, by age, January 2012
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- Figure 64: Purchase pattern regarding flavor/brands, by household income, January 2012
- Packaging choice reflects values
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- Figure 65: Role of the container in purchasing soup, by gender and age, January 2012
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- Figure 66: Role of the container in purchasing soup, by household income, January 2012
Purchasing, Storing, and Consumption Behaviors Toward Soup
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- Key points
- Soup is viewed as a good pantry item, but is not eaten year-round by many
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- Figure 67: Purchasing, storing, and consumption behaviors toward soup, by age, January 2012
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- Figure 68: Purchasing, storing, and consumption behaviors toward soup, by household income, January 2012
Important Attributes When Purchasing Soup
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- Key points
- Price, quality of ingredients, and brand are top of mind; health follows closely
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- Figure 69: Important attributes when purchasing soup, by gender, January 2012
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- Figure 70: Attributes when purchasing soup, by gender and age, January 2012
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- Figure 71: Attributes when purchasing soup, by presence of children in household, January 2012
Attitudes Toward Soup
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- Key points
- Soup needs to expand beyond its cold-weather-only image
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- Figure 72: Attitudes toward soup, January 2012
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- Figure 73: Attitudes toward soup, by age, January 2012
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- Figure 74: Attitudes toward soup, by household income, January 2012
Impact of Race/Hispanic Origin
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- Key points
- Asians are least likely to buy soup compared to total sample
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- Figure 75: Soup purchasing habits, by race/Hispanic origin, January 2012
- Whites most likely to purchase wet soup; Hispanics dry soup
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- Figure 76: Types of soup eaten in household, by race/Hispanic origin, January 2012
- Blacks most sure about flavors they will purchase in advance
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- Figure 77: Purchase pattern regarding flavor/brands, by race/Hispanic origin, January 2012
- Blacks more interested in diet and health
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- Figure 78: Attributes when purchasing soup, by race/Hispanic origin, January 2012
- Hispanics tend to be more brand loyal
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- Figure 79: Attitudes toward soup, by race/Hispanic origin, January 2012
- More Hispanics and Asians buy soup weekly
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- Figure 80: Purchasing, storing, and consumption behaviors toward soup, by race/Hispanic origin, January 2012
- More blacks snack on soup
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- Figure 81: Ways of normally eating soup, by race/Hispanic origin, January 2012
- Asians not as concerned about reducing fat and calories
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- Figure 82: Changes to eating habits required to improve diet, by race/Hispanic origin, January 2012
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- Figure 83: Changes to eating habits required to improve diet, by race/Hispanic origin, January 2012
Custom Consumer Groups
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- Key points
- Refrigerated soup buyers more flexible on flavor
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- Figure 84: Purchase pattern regarding flavor/brands, by soup users, January 2012
- Fresh, refrigerated, and frozen users buy soup weekly
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- Figure 85: Purchasing, storing, and consumption behaviors toward soup, by soup users, January 2012
- Most soup attributes are important to refrigerated and frozen soup users
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- Figure 86: Important attributes when purchasing soup, by soup users, January 2012
- Private label frozen soup viewed as flavorful by users
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- Figure 87: Attitudes toward soup, by soup users, January 2012
IRI/Builders—Key Household Purchase Measures—Soup
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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 88: Brand map, selected brands of condensed wet soup buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of condensed wet soup, by household penetration, 2011*
- RTS wet soup
- Consumer insights on key purchase measures—RTS wet soup
- Brand map
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- Figure 90: Brand map, selected brands of RTS wet soup buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
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- Figure 91: Key purchase measures for the top brands of RTS wet soup, by household penetration, 2011*
- Dry soup
- Consumer insights on key purchase measures—dry soup
- Brand map
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- Figure 92: Brand map, selected brands of dry soup buying rate, by household penetration, 2011*
- Brand leader characteristics
- Key purchase measures
Appendix: SymphonyIRI /Builders Panel Data Definitions
Appendix: Other Useful Tables
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- Figure 94: Soup purchasing habits, by gender and age, January 2012
- Figure 95: Soup purchasing habits, by household income, January 2012
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- Figure 96: Types of soup eaten in household, by gender, January 2012
- Figure 97: Types of soup eaten in household, by gender, January 2012
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- Figure 98: Types of soup eaten in household, by age, January 2012
- Figure 99: Types of soup eaten in household, by household income, January 2012
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- Figure 100: Types of soup eaten in household, by presence of children in household, January 2012
- Figure 101: Attitudes toward soup, by presence of children in household, January 2012
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- Figure 102: Ways of normally eating soup, by household income, January 2012
- Figure 103: Types of soup taken to work/school, by gender, January 2012
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- Figure 104: Role of the container in purchasing soup, by presence of children in household, January 2012
- Figure 105: Types of soup taken to work/school, by household income, January 2012
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- Figure 106: Purchasing, storing, and consumption behaviors toward soup, by gender, January 2012
- Figure 107: Attitudes toward soup, by soup users, January 2012
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- Figure 108: Purchasing storing, and consumption behaviors toward soup, by presence of children in household, January 2012
- Figure 109: Changes to eating habits required to improve diet, by presence of children in household, January 2012
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- Figure 110: Changes to eating habits required to improve diet, by household income, January 2012
- Figure 111: Changes to eating habits required to improve diet, by presence of children in household, January 2012
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- Figure 112: attributes when purchasing soup, by household income, January 2012
- Figure 113: Changes to eating habits required to improve diet, by gender and age, January 2012
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- Figure 114: Changes to eating habits required to improve diet, by household income, January 2012
- Figure 115: Changes to eating habits required to improve diet, by gender and age, January 2012
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- Figure 116: Role of the container in purchasing soup, by race/Hispanic origin, January 2012
- Figure 117: Household usage dry soup & dry bouillon, by brand and race/Hispanic origin, July 2010-September 2011
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Appendix: Trade Associations
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