Table of Contents
Executive Summary
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- Overview
- Sales stagnation
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- Figure 1: Total US sales and fan chart forecast of soup, at current prices, 2014-24
- The issues
- Soup seen as healthy; packaged soup less so
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- Figure 2: Opinions of packaged soup, March 2019
- Portability innovation likely too challenging
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- Figure 3: Soup package innovation, by parental status, March 2019
- The opportunities
- Countering the processed stigma
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- Figure 4: Soup launches in the US, by natural/organic claims, 2014-19
- Variety of vegetables
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- Figure 5: Soup as a vegetable source, any agree, March 2019
- More about mouthfeel
- What it means
The Market – What You Need to Know
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- Sales challenges facing soup overall
- Segments with fresh potential appeal
- Better-for-you opportunity among younger consumers
Market Size and Forecast
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- Steady sales maintain pace
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- Figure 6: Total US sales and fan chart forecast of soup, at current prices, 2014-24
- Figure 7: Total US sales and forecast of soup, at current prices, 2014-24
Market Breakdown
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- RTS, condensed sales falter, as other segments post notable gains
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- Figure 8: Total US retail sales and forecast of soup, by segment, 2014-24
Market Factors
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- Younger generations drawn to more functional options
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- Figure 9: Population by generation, 2014-24
- Leverage Hispanics’ interest in soup
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- Figure 10: Distribution of generations by race and Hispanic origin, 2019
Key Players – What You Need to Know
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- Mainstream brands losing market share to smaller concepts
- Value rewards private label soups
- Difficulties in healthy concepts in segments associated with processed
- Avoiding the artificial to negate that processed stigma
Company and Brand Sales of Soup
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- Major brands struggle as smaller and private label options emerge
- Sales of soup by company
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- Figure 11: Multi-outlet sales of soup, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Natural options resonating
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- Figure 12: Soup launches in the US, by natural/organic claims, 2014-19
- Private label success almost entirely off of value perception
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- Figure 13: Consumer attribute ratings for private label versus name-brand soup introductions, 2017-19
What’s Struggling?
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- Healthy challenge in more-processed segments
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- Figure 14: Free-from claims on US soup launches, 2015-19
What’s Next?
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- Instant cups meet modern demands
- Veggies prove vital
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- Figure 15: Select opinions on protein – Any agree (net), February 2019
- Countering the processed stigma
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- Figure 16: Attitudes toward processed foods, August 2017
- Texture potential
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- Figure 17: US soup launches, by texture, 2017-19*
The Consumer – What You Need to Know
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- Canned soup purchased most
- Low frequency of soup consumption
- Flavor resonates in soup purchase
- Supermarkets most shopped for soup
- Packaging innovation impacts younger consumers
- Soup's generally healthy appeal
- Sodium concerns, processed reputation widespread
- Regional cuisines afford potential benefits
- Opportunity in meeting the needs of Adventure Eaters
Soup Purchase
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- Canned soup leads crowded soup field, far ahead of broth, dry mixes
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- Figure 18: Soup purchase, March 2019
- Shelf-stable options of greater interest to older consumers
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- Figure 19: Shelf-stable soup purchase, by generation, March 2019
- Fresh, chilled, frozen have stronger appeal among younger consumers
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- Figure 20: Non-shelf-stable soup purchase, by generation, March 2019
- Purchase notably higher among parents
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- Figure 21: Soup purchase, by parental status, March 2019
- Why consumers avoid soup
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- Figure 22: Reasons for avoiding soup, March 2019
Frequency of Soup Consumption
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- Soup, a relatively infrequent option
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- Figure 23: Frequency of soup consumption, March 2019
- Portability innovation likely too challenging
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- Figure 24: Frequency of soup consumption, by parental status, March 2019
Important Attributes in Soup
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- Specific health attributes resonate
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- Figure 25: Soup attributes, March 2019
- Health attributes resonate strongly with parents
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- Figure 26: Soup attributes, by parental status, March 2019
- Healthfulness, vegetable content factor strongly among Hispanics
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- Figure 27: Soup attributes, by Hispanic origin, March 2019
- Figure 28: Interest in internationally inspired soup options, any agree, by Hispanic origin, by generation, March 2019
- Leveraging multiple attributes for soup success
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- Figure 29: TURF analysis – Soup attributes, March 2019
Purchase Location
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- Younger consumers’ purchase location mimics their use of a variety of retailers overall
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- Figure 30: Soup purchase location, March 2019
- Figure 31: Soup purchase location, by age, March 2019
Soup Packaging Potential
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- Package innovation could appeal to younger soup consumers
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- Figure 32: Soup packaging potential, March 2019
- Packaging’s significant role among younger consumers
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- Figure 33: Soup packaging potential, by age, March 2019
Nutrition and Soup
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- Soup regarded as healthy, comforting
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- Figure 34: Opinions of nutrition and soup, March 2019
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- Figure 35: Opinions of nutrition and soup, any agree, by age, March 2019
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- Figure 36: Opinions of nutrition and soup, any agree, by parental status, March 2019
- Hispanic consumers want an extra serving of health benefits
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- Figure 37: Opinions of nutrition and soup, any agree, by Hispanic origin, March 2019
Negative Opinions of Packaged Soup
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- Addressing soup’s shortcomings
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- Figure 38: Opinions of packaged soup, March 2019
- Healthy factors strongly among parents
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- Figure 39: Opinions of packaged soup, any agree, by parental status, March 2019
Interest in Soup Options
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- Regional flavors could leverage multiple trends
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- Figure 40: Interest in soups, March 2019
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- Figure 41: Interest in soups, by age, March 2019
Soups by Consumer Segmentation
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- Food and Drink Consumer Segmentation
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- Figure 42: Food/drink consumer segmentation of soups, February 2019
- Adventure Eaters
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- Figure 43: Interest in soups, by food/drink segmentation, March 2019
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- Figure 44: Opinions of nutrition and soup, by food/drink segmentation, March 2019
- Quality Seekers
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- Figure 45: Soup purchase location, by food/drink segmentation, March 2019
- Time Savers
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- Figure 46: Soup attributes, by food/drink segmentation, March 2019
- Value Chasers
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- Figure 47: Soup consumption frequency, by food/drink segmentation, March 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations
- Abbreviations
Appendix – The Market
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- Figure 48: Total US sales and forecast of market, at inflation-adjusted prices, 2014-24
- Figure 49: Total US retail sales and forecast of soup, by segment, at current prices, 2014-24
- Figure 50: Total US retail sales of soup, by segment, at current prices, 2017 and 2019
- Figure 51: Total US retail sales and forecast of ready-to-serve wet soup, at current prices, 2014-24
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- Figure 52: Total US retail sales and forecast of ready-to-serve wet soup, at inflation-adjusted prices, 2014-24
- Figure 53: Total US retail sales and forecast of condensed wet soup, at current prices, 2014-24
- Figure 54: Total US retail sales and forecast of condensed wet soup, at inflation-adjusted prices, 2014-24
- Figure 55: Total US retail sales and forecast of dry soup, at current prices, 2014-24
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- Figure 56: Total US retail sales and forecast of dry soup, at inflation-adjusted prices, 2014-24
- Figure 57: Total US retail sales and forecast of wet broth/stock, at current prices, 2014-24
- Figure 58: Total US retail sales and forecast of wet broth/stock, at inflation-adjusted prices, 2014-24
- Figure 59: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at current prices, 2014-24
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- Figure 60: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at inflation-adjusted prices, 2014-24
- Figure 61: Total US retail sales of soup, by channel, at current prices, 2014-19
- Figure 62: Total US retail sales of soup, by channel, at current prices, 2017 and 2019
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- Figure 63: US supermarket sales of soup, at current prices, 2014-19
- Figure 64: US sales of soup through other retail channels, at current prices, 2014-19
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Appendix – Key Players
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- Figure 65: Multi-outlet sales of ready-to-serve wet soup, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 66: Multi-outlet sales of condensed wet soup, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 67: Multi-outlet sales of dry soup, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 68: Multi-outlet sales of wet broth/stock, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 69: Multi-outlet sales of refrigerated fresh soup/frozen soup, by leading companies and brands, rolling 52 weeks 2018 and 2019
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TURF Analysis – Methodology
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- Figure 70: Table – TURF Analysis – Soup attributes, March 2019
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