Table of Contents
Executive Summary
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- Store-bought soup sales forecast to grow slowly
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- Figure 1: Total US sales and fan chart forecast of soup, at current prices, 2008-18
- Slow economic rebound drives sales
- Key players
- The consumer
- Respondents most likely to buy condensed wet soup for anyone in the household
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- Figure 2: Household soup purchases, February 2014
- Most respondents eat soup for lunch; less than half eat soup for dinner/part of dinner
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- Figure 3: Occasions for eating soup, February 2014
- More than half of respondents eat soup to satisfy hunger, warm up during cold weather
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- Figure 4: Reasons for eating soup, February 2014
- Respondents report most interest in full serving of vegetables
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- Figure 5: Interest in product claims/ingredients, February 2014
- A third do not buy store-bought soup because they prefer homemade
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- Figure 6: Reasons for not eating store-bought soup, February 2014
- What we think
Issues and Insights
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- Can brands extend wholesome image to a healthy image?
- Issues
- Insight: Marketing nutrition with a focus on flavor
- Can brands convert buyers from homemade to store-bought soups?
- Issues
- Insight: Wholesome ingredients, artisanal and partially prepared soups
- Can soup be better positioned as a snack food?
- Issues
- Insight: Convenient packaging will help drive soup as snack
Trend Application
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- Trend: The Real Thing
- Trend: Transumers
- Trend: Non-standard Society
Market Size and Forecast
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- Key points
- Sales continue to grow slowly post-recession
- Providing more nutritious, flavorful, and convenient products should drive future sales
- Sales and forecast of soup
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- Figure 7: Total US sales and forecast of soup, at current prices, 2008-18
- Figure 8: Total US sales and forecast of soup, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US sales and fan chart forecast of soup, at current prices, 2008-18
Market Drivers
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- Key points
- Slow economic recovery prompts consumers to look for affordable meals
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- Figure 10: US unemployment rate, by month, 2002-14
- Figure 11: Attitudes toward store-bought soup, February 2014
- Lowest household income means least likelihood to buy
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- Figure 12: Household soup purchases (any household purchase), by household income, February 2014
- Flavor, health, and convenience innovations will help drive future sales
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- Figure 13: Attitudes toward store-bought soup, February 2014
- Presence of children a strong indicator for purchases
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- Figure 14: Household soup purchases (any household purchase), by presence of children in household, February 2014
- Parents are looking for healthy, convenient, inexpensive meal options for kids
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- Figure 15: Attitudes toward store-bought soup (any agree), by presence of children in household, February 2014
- Number of households with kids declining
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- Figure 16: US households, by presence of own children, 2003-13
- Hispanics, Asians most likely to buy a range of prepackaged soups
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- Figure 17: Household soup purchases (any household purchase), by race/Hispanic origin, February 2014
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- Figure 18: US population by race and Hispanic origin, 2009, 2014, and 2019
Competitive Context
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- Key points
- Chain restaurants set to grow sales in the near term
- Home-cooked meals represent threat, opportunity
- Snacking trend also represents competition and opportunity
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- Figure 19: Occasions for eating soup, February 2014
Segment Performance
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- Key points
- RTS wet soup leads market, grows 5.1%
- Sales of soup, by segment
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- Figure 20: Total US sales of soup, segmented by type, 2011 and 2013
Segment Performance – RTS Wet Soup
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- Key points
- Solid sales growth ahead for RTS wet soups
- Sales and forecast of RTS wet soup
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- Figure 21: Total US sales and forecast of RTS wet soup, at current prices, 2008-18
Segment Performance – Condensed Wet Soup
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- Key points
- Condensed wet soup is the only segment with forecasted declines
- Sales and forecast of condensed wet soup
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- Figure 22: Total US sales and forecast of condensed wet soup, at current prices, 2008-18
Segment Performance – Dry Soup
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- Key points
- Zero growth in 2013 but sales to grow slightly into 2018
- Sales and forecast of dry soup
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- Figure 23: Total US sales and forecast of dry soup, at current prices, 2008-18
Segment Performance – Wet Broth/Stock
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- Key points
- Steady growth expected into 2018
- Sales and forecast of wet broth/stock
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- Figure 24: Total US sales and forecast of wet broth/stock, at current prices, 2008-18
Segment Performance – Refrigerated and Frozen Wet Soup
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- Key points
- Solid and steady growth forecast into 2018
- Sales and forecast of refrigerated and frozen wet soup
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- Figure 25: Total US sales and forecast of refrigerated and frozen wet soup, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets comprise 58% of soup sales
- Sales of soup, by channel
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- Figure 26: Total US retail sales of soup, by channel, 2011 and 2013
- Figure 27: Total US supermarket sales of soup, 2008-13
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- Figure 28: Total US other channel sales of soup, 2008-13
Leading Companies
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- Key points
- Campbell Soup Co. retains major share, grows 2.9%
- GM gains 3.3%
- Toyo Suisan Kaisha Ltd. declines
- Unilever grows 1.8% based on dry soup offerings
- Nissin Foods USA Co. Inc. drops 0.4%, comprises 3.1% share
- Private label helps push new flavors
- Manufacturer MULO sales of soup
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- Figure 29: Manufacturer MULO sales of soup, 2012 and 2013
Brand Share – RTS Wet Soup
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- Key points
- Campbell’s brands are hot and cold; Homestyle makes big debut
- Progresso grows its flagship brand and its Light series
- Manufacturer MULO sales of RTS wet soup
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- Figure 30: Manufacturer MULO sales of RTS wet soup, 2012 and 2013
- Progresso beats GM for brand loyalty
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- Figure 31: Key purchase measures for the top RTS wet soup brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Brand Share – Condensed Wet Soup
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- Key points
- Campbell tops the condensed wet segment as well
- Private label comprises 17% share but drops 7.4%
- Manufacturer MULO sales of condensed wet soup
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- Figure 32: Manufacturer MULO sales of condensed wet soup, 2012 and 2013
- Campbell faces little competition for brand loyalty
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- Figure 33: Key purchase measures for the top condensed wet soup brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Brand Share – Dry Soup
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- Key points
- Maruchan tops segment but declines slightly
- Unilever markets soup and home cooking ingredient uses
- Other brands, private label account for less than 5% share
- Manufacturer MULO sales of dry soup
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- Figure 34: Manufacturer MULO sales of dry soup, 2012 and 2013
- Households most loyal to Knorr, Maruchan
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- Figure 35: Key purchase measures for the top dry soup brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Brand Share – Wet Broth/Stock
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- Key points
- Campbell leads wet broth/stock with Swanson brand
- Private label makes up 22% share, grows 7.4%
- Manufacturer MULO sales of wet broth/stock
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- Figure 36: Manufacturer MULO sales of wet broth/stock, 2012 and 2013
- Private label matches Campbell for brand loyalty
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- Figure 37: Key purchase measures for the top wet broth/stock brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Brand Share – Refrigerated Soup
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- Key points
- Panera Bread Company grows substantially, leads among name brands
- Private label dominates
- Manufacturer MULO sales of refrigerated soup
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- Figure 38: Manufacturer MULO sales of refrigerated soup, 2012 and 2013
Brand Share – Frozen Soup
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- Key points
- Bertolli frozen soups experience hot and cold sales
- Manufacturer MULO sales of frozen soup
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- Figure 39: Manufacturer MULO sales of frozen soup, 2012 and 2013
Innovations and Innovators
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- Top claims: microwaveable, ease of use, no additives/preservatives
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- Figure 40: Top 10 product claims, soup, by percent of total claims, 2009-13
- No additives/preservatives
- Ethnic-inspired flavors
- Low sodium
Marketing Strategies
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- Overview of the brand landscape
- Theme: Healthy positioning
- Brand example: Progresso
- TV spot: Progresso Light
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- Figure 41: Progresso Light television ad, 2013
- Brand example: Campbell’s Soup
- TV spot: Campbell’s Healthy Request
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- Figure 42: Campbell’s Healthy Request television ad, 2013
- Theme: Kids and families
- Brand example: Campbell’s Soup
- TV spots: Campbell’s Soup
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- Figure 43: Campbell’s Soup television ad, 2013
- Figure 44: Campbell’s Soup television ad, 2013
- Brand example: Swanson
- TV spot: Swanson
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- Figure 45: Swanson TV ad, 2014
Household Soup Purchases
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- Key points
- Most report buying canned/boxed/carton condensed soup
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- Figure 46: Household soup purchases, February 2014
- 25-34 most apt to buy soup of all kinds for the household
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- Figure 47: Household soup purchases (any household purchase), by age, February 2014
- Married/cohabitating respondents most likely to buy a range of soups
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- Figure 48: Household soup purchases (any household purchase), by marital/relationship status, February 2014
Occasions for Eating Store-bought Soup
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- Key points
- Most eat soup for lunch
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- Figure 49: Occasions for eating soup, by age, February 2014
- $75K+ most apt to eat soup for lunch
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- Figure 50: Occasions for eating soup, by household income, February 2014
- Households with kids most apt to eat soup for lunch
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- Figure 51: Occasions for eating soup, by presence of children in household, February 2014
- Respondents most apt to eat soup for lunch for a range of reasons
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- Figure 52: Occasions for eating soup, by reason for eating soup, February 2014
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- Figure 53: Occasions for eating soup, by reason for eating soup, February 2014
- Lunch is the key meal for buyers of all kinds of soup
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- Figure 54: Occasions for eating soup, by household soup purchases (purchased for self), February 2014
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- Figure 55: Occasions for eating soup, by household soup purchases (purchased for self), February 2014 (continued)
Reasons for Eating Store-bought Soup
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- Key points
- More than half eat soup to satisfy hunger or to warm up when it’s cold
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- Figure 56: Reasons for eating soup, by age, February 2014
Interest in Soup Claims/Ingredients, and Willingness to Pay More for Them
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- Key points
- Most interest is in soups with full serving of vegetables
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- Figure 57: Interest in soup claims and ingredients, and willingness to pay more for them, February 2014
- 45+ most interested in full serving of vegetables, high fiber
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- Figure 58: Interest in soup claims/ingredients but not willingness to pay more for them, by age, February 2014
- 25-34s most willing to pay more for various soup benefits/attributes
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- Figure 59: Interest in soup claims and ingredients, and willingness to pay more for them, by age, February 2014
Opinions about Store-bought Soup and Soup Buying Behavior
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- Key points
- Women more apt than men to agree that soup is good year round
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- Figure 60: Opinions about store-bought soup and soup buying behavior, by gender, February 2014
- 55+ most apt to agree that soup is good all year round
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- Figure 61: Opinions about store-bought soup and soup buying behavior, by age, February 2014
- $150K+ most likely to use soup as a cooking ingredient
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- Figure 62: Opinions about store-bought soup and soup buying behavior, by household income, February 2014
Attitudes Toward Store-bought Soup
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- Key points
- 18-44 most apt to want more flavor variety
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- Figure 63: Attitudes toward store-bought soup (any agree), by age, February 2014
Reasons for Not Eating Store-bought Soup
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- Key points
- A third do not eat store-bought soup because they prefer homemade
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- Figure 64: Reasons for not eating store-bought soup, by gender, February 2014
Race and Hispanic Origin
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- Key points
- Blacks most apt to eat soup to treat cold/flu, as a healthy snack
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- Figure 65: Reasons for eating soup, by race/Hispanic origin, February 2014
- Blacks and Hispanics most likely to want healthy soups
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- Figure 66: Willingness to pay more for product claims/ingredients, by race/Hispanic origin, February 2014
- Hispanics looking for more flavor variety
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- Figure 67: Attitudes toward store-bought soup (any agree), by race/Hispanic origin, February 2014
Appendix – Other Useful Consumer Tables
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- Household soup purchases
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- Figure 68: Household soup purchases (any household purchase), by gender, February 2014
- Occasions for eating store-bought soup
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- Figure 69: Occasions for eating soup, by gender, February 2014
- Reasons for eating store-bought soup
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- Figure 70: Reasons for eating soup, by gender, February 2014
- Interest in and willingness to pay more for store-bought soup claims/ingredients
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- Figure 71: Interest in but unwillingness to pay more for product claims/ingredients, by gender, February 2014
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- Figure 72: Interest in but unwillingness to pay more for product claims/ingredients, by household income, February 2014
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- Figure 73: Interest in and willingness to pay more for product claims/ingredients, by gender, February 2014
- Attitudes toward store-bought soup
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- Figure 74: Attitudes toward store-bought soup (any agree), by gender, February 2014
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- Figure 75: Attitudes toward store-bought soup (any agree), by household income, February 2014
- Race and Hispanic origin
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- Figure 76: Occasions for eating soup, by race/Hispanic origin, February 2014
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- Figure 77: Interest in product claims/ingredients, by race/Hispanic origin, February 2014
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- Figure 78: Opinions about and behavior toward store-bought soup, by race/Hispanic origin, February 2014
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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