Table of Contents
Executive Summary
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- The issues
- Growing interest in cooking helping broth sales
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- Figure 1: Total US sales and fan chart forecast of wet broth/stock, at current prices, 2010-20
- Refrigerated, frozen soups up on strong interest in fresh, natural products
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- Figure 2: Total US sales and fan chart forecast of refrigerated fresh soup/frozen soup, at current prices, 2010-20
- RTE wet, condensed and dry soups flat due to not-so-healthy image
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- Figure 3: Total US retail sales and forecast of soup, by segment, at current prices, 2010-20
- The opportunities
- Demand still lies in the traditional
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- Figure 4: Ideal Soup, August 2015
- Rejuvenating, snack-able soups appeal to Millennials
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- Figure 5: Ideal Soup Attributes, by demographics, August 2015
- Figure 6: Ideal Soup Eating Occasions, by demographics, August 2015
- Convenient packaging in demand, but not the same from generation to generation
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- Figure 7: Desirable Packaging Types, by demographics, August 2015
- Figure 8: Desirable Packaging Types, by demographics, August 2015
- What it means
The Market – What you need to know
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- Refrigerated fresh, frozen soups enjoy impressive growth
- Healthy growth for wet broth, soup stock
- Sales of canned wet, dry soups flat due to processed perception
Market Size and Forecast
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- Soup category to remain flat through 2020
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- Figure 9: Total US sales and fan chart forecast of soup, at current prices, 2010-20
- Figure 10: Total US sales and forecast of soup, at current prices, 2010-20
Market Breakdown
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- Growth in wet stock/broth
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- Figure 11: Attitudes/Opinions About Food, any agree, May 2006-June 2015
- Figure 12: Total US retail sales and forecast of wet broth/soup stock, at current prices, 2010-20
- Refrigerated fresh, frozen soups enjoy growth
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- Figure 13: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at current prices, 2010-20
- Flat sales in RTS wet, condensed wet, dry soups
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- Figure 14: Total US retail sales and forecast of ready-to-serve wet soup, at current prices, 2010-20
- Figure 15: Total US retail sales and forecast of condensed wet soup, at current prices, 2010-20
- Figure 16: Total US retail sales and forecast of dry soup, at current prices, 2010-20
- Organic soup enjoys growth in natural channel
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- Figure 17: Natural supermarket sales of soup, by organic ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
Key Players – What You Need to Know
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- Gourmet, organic grow in RTE wet, refrigerated
- Private label dominates in refrigerated
- Bone broth helps boost wet stock/broth sales
- Hispanic marketing helps bouillon sales
Manufacturer Sales of Soup
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- Overall, other companies, store brands enjoy growth
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- Figure 18: MULO sales of soup, by leading companies, rolling 52 weeks 2014 and 2015
- Private label, other companies gain in wet broths/stocks
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- Figure 19: MULO sales of wet broth/stock, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Major companies, private brands see growth in refrigerated
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- Figure 20: MULO sales of refrigerated soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Despite declining sales, Campbell enjoys some success in organic, gourmet
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- Figure 21: MULO sales of ready to serve wet soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Condensed sales unimpressive, but organic, licensed options see some growth
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- Figure 22: MULO sales of condensed wet soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Knorr bouillon gains via Hispanic marketing
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- Figure 23: MULO sales of dry soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Campbell, Amy’s, Heritage Family log strong sales in frozen
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- Figure 24: MULO sales of frozen soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s Working?
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- Restaurant-inspired products winning in frozen soups
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- Figure 25: Campbell’s Reserve frozen soups
- Sales gain in organic RTS wet soup
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- Figure 26: Amy’s Organic Soups
- Unilever grows Knorr bouillon sales via Hispanic marketing
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- Figure 27: Knorr bouillon
- Restaurant brand sales grow in refrigerated soup
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- Figure 28: Panera Bread refrigerated soup
What’s Struggling?
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- High sodium, fat content hurt dry ramen sales
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- Figure 29: Maruchan Ramen Noodle Soup
What’s Next?
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- Bone broths on the horizon
- Refrigerated soup brands to increase focus on organic
The Consumer – What You Need to Know
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- Millennials more adventurous with their soups
- Soup a snack option for Millennials, including Hispanics and parents
- Boomers use soup as cooking ingredient, want healthy, comforting soups
Overall Soup Purchase
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- Nine in 10 consumers purchase soup
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- Figure 30: Age Group Purchased For, Any Type, August 2015
- Condensed, RTE canned/boxed, RTU broth top three purchased soups
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- Figure 31: Age Group Purchased For, Any Purchase, August 2015
- Women more likely to buy broth; Hispanics and Millennials strong accepters of all types
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- Figure 32: Age Group Purchased For - Any Purchase, by demographics, August 2015
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- Figure 33: Age Group Purchased For - Any Purchase, by demographics, August 2015
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- Figure 34: Age Group Purchased For - Any Purchase, by demographics, August 2015
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- Figure 35: Age Group Purchased For - Any Purchase, by demographics, August 2015
Soup Purchase Behavior
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- Overall buyers use soup as cooking ingredient, purchase it year-round
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- Figure 36: Soup Purchasing Behavior, August 2015
- Dry soup, soup kits, refrigerated soup buyers want more customizable, healthful, filling soup
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- Figure 37: Soup Purchasing Behavior, by Age Group Purchased For, August 2015
- Customization, functionality important to Millennials
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- Figure 38: Soup Purchasing Behavior, by demographics, August 2015
- Baby Boomers more likely to use soup as ingredient, buy seasonal soups
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- Figure 39: Soup Purchasing Behavior, by demographics, August 2015
- Millennial parents enjoy customizable, protein-rich soup
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- Figure 40: Soup Purchasing Behavior, by demographics, August 2015
Reasons for Not Purchasing Soup
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- Processed reputation main reason for soup’s declined purchases
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- Figure 41: Reasons for Not Purchasing Soup, August 2015
Packaging Types
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- Millennials want suitable on-the-go packaging
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- Figure 42: Desirable Packaging Types, by demographics, August 2015
- Boomers desire packaging that’s easy to open, read
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- Figure 43: Desirable Packaging Types, by demographics, August 2015
- Hispanics desire variety packs, packaging that eases preparation
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- Figure 44: Desirable Packaging Types, by demographics, August 2015
- Millennial parents value wide variety of packaging options
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- Figure 45: Desirable Packaging Types, by demographics, any rank, August 2015
Ideal Soup
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- Ideal soup traditional, but provides added health-related “boosts”
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- Figure 46: Ideal Soup, August 2015
Ideal Soup Attributes
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- Healthy, comforting most desired ideal soup attributes
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- Figure 47: Ideal Soup Attributes, August 2015
- All usage groups see soup mostly as source of health, comfort
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- Figure 48: Ideal Soup Attributes, by Age Group Purchased For, Any Purchase, August 2015
- Millennials want soups that energize, relax
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- Figure 49: Ideal Soup Attributes, by demographics, August 2015
- Boomers want comforting, healthy soup
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- Figure 50: Ideal Soup Attributes, by demographics, August 2015
- Hispanics, particularly Millennials, want energizing, relaxing soups
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- Figure 51: Ideal Soup Attributes, by demographics, August 2015
Ideal Soup Occasions
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- Ideal soup eaten overall as complete meal, mostly for lunch
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- Figure 52: Ideal Soup Eating Occasions, August 2015
- Millennials see soup as a snack option
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- Figure 53: Ideal Soup Eating Occasions, by demographics, August 2015
- Time-strapped Millennial parents snack on soup
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- Figure 54: Ideal Soup Eating Occasions, by demographics, August 2015
- Hispanic Millennials more likely to see soup as a snack, on-the-go option
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- Figure 55: Ideal Soup Eating Occasions, by demographics, August 2015
- Boomers more likely to eat ideal soup for lunch, dinner
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- Figure 56: Ideal Soup Eating Occasions, by demographics, August 2015
Soup Attitudes
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- Dry soup, soup kits, RTE refrigerated soup purchasers seek more unique offerings
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- Figure 57: Soup Attitudes - Any agree, by Age Group Purchased For, August 2015
- Overall, soup buyers value healthy soup
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- Figure 58: Soup Attitudes, by demographics, August 2015
- Millennials demand more from their soup
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- Figure 59: Soup Attitudes, by demographics, August 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 60: Total US retail sales and forecast of soup, at inflation-adjusted prices, 2010-20
- Figure 61: Total US retail sales and forecast of soup, by segment, at current prices, 2010-20
- Figure 62: Total US retail sales of soup, by segment, at current prices, 2013 and 2015
- Figure 63: Total US retail sales and forecast of ready-to-serve wet soup, at inflation-adjusted prices, 2010-20
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- Figure 64: Total US retail sales and forecast of condensed wet soup, at inflation-adjusted prices, 2010-20
- Figure 65: Total US retail sales and forecast of dry soup, at inflation-adjusted prices, 2010-20
- Figure 66: Total US retail sales and forecast of wet broth/soup stock, at inflation-adjusted prices, 2010-20
- Figure 67: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at inflation-adjusted prices, 2010-20
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- Figure 68: Total US retail sales of soup, by channel, at current prices, 2010-15
- Figure 69: Total US retail sales of ready-to-serve soup, by channel, at current prices, 2010-15
- Figure 70: Total US retail sales of condensed wet soup, by channel, at current prices, 2010-15
- Figure 71: Total US retail sales of dry soup, by channel, at current prices, 2010-15
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- Figure 72: Total US retail sales of wet broth/soup stock, by channel, at current prices, 2010-15
- Figure 73: Natural supermarket sales of soup, by type, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
- Figure 74: Total US retail sales of refrigerated fresh soup/frozen soup, by channel, at current prices, 2010-15
- Figure 75: Natural supermarket sales of soup, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
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- Figure 76: Natural supermarket sales of soup, by presence of GMO ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
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Appendix – Consumer
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- Figure 77: canned/packaged soup, broth and stock; Dry soup and bouillon brands used within last 7 days, household, most often
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