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Soup - US - June 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Sales stagnation
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
Figure 2: Opinions of packaged soup, March 2019
Portability innovation likely too challenging
Figure 3: Soup package innovation, by parental status, March 2019
The opportunities
Countering the processed stigma
Figure 4: Soup launches in the US, by natural/organic claims, 2014-19
Variety of vegetables
Figure 5: Soup as a vegetable source, any agree, March 2019
More about mouthfeel
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Sales challenges facing soup overall
Segments with fresh potential appeal
Better-for-you opportunity among younger consumers
MARKET SIZE AND FORECAST
Steady sales maintain pace
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
RTS, condensed sales falter, as other segments post notable gains
Figure 8: Total US retail sales and forecast of soup, by segment, 2014-24
MARKET FACTORS
Younger generations drawn to more functional options
Figure 9: Population by generation, 2014-24
Leverage Hispanics’ interest in soup
Figure 10: Distribution of generations by race and Hispanic origin, 2019
KEY PLAYERS – WHAT YOU NEED TO KNOW
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
Major brands struggle as smaller and private label options emerge
Sales of soup by company
Figure 11: Multi-outlet sales of soup, by leading companies, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Natural options resonating
Figure 12: Soup launches in the US, by natural/organic claims, 2014-19
Private label success almost entirely off of value perception
Figure 13: Consumer attribute ratings for private label versus name-brand soup introductions, 2017-19
WHAT’S STRUGGLING?
Healthy challenge in more-processed segments
Figure 14: Free-from claims on US soup launches, 2015-19
WHAT’S NEXT?
Instant cups meet modern demands
Veggies prove vital
Figure 15: Select opinions on protein – Any agree (net), February 2019
Countering the processed stigma
Figure 16: Attitudes toward processed foods, August 2017
Texture potential
Figure 17: US soup launches, by texture, 2017-19*
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Canned soup leads crowded soup field, far ahead of broth, dry mixes
Figure 18: Soup purchase, March 2019
Shelf-stable options of greater interest to older consumers
Figure 19: Shelf-stable soup purchase, by generation, March 2019
Fresh, chilled, frozen have stronger appeal among younger consumers
Figure 20: Non-shelf-stable soup purchase, by generation, March 2019
Purchase notably higher among parents
Figure 21: Soup purchase, by parental status, March 2019
Why consumers avoid soup
Figure 22: Reasons for avoiding soup, March 2019
FREQUENCY OF SOUP CONSUMPTION
Soup, a relatively infrequent option
Figure 23: Frequency of soup consumption, March 2019
Portability innovation likely too challenging
Figure 24: Frequency of soup consumption, by parental status, March 2019
IMPORTANT ATTRIBUTES IN SOUP
Specific health attributes resonate
Figure 25: Soup attributes, March 2019
Health attributes resonate strongly with parents
Figure 26: Soup attributes, by parental status, March 2019
Healthfulness, vegetable content factor strongly among Hispanics
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
Figure 29: TURF analysis – Soup attributes, March 2019
PURCHASE LOCATION
Younger consumers’ purchase location mimics their use of a variety of retailers overall
Figure 30: Soup purchase location, March 2019
Figure 31: Soup purchase location, by age, March 2019
SOUP PACKAGING POTENTIAL
Package innovation could appeal to younger soup consumers
Figure 32: Soup packaging potential, March 2019
Packaging’s significant role among younger consumers
Figure 33: Soup packaging potential, by age, March 2019
NUTRITION AND SOUP
Soup regarded as healthy, comforting
Figure 34: Opinions of nutrition and soup, March 2019
Figure 35: Opinions of nutrition and soup, any agree, by age, March 2019
Figure 36: Opinions of nutrition and soup, any agree, by parental status, March 2019
Hispanic consumers want an extra serving of health benefits
Figure 37: Opinions of nutrition and soup, any agree, by Hispanic origin, March 2019
NEGATIVE OPINIONS OF PACKAGED SOUP
Addressing soup’s shortcomings
Figure 38: Opinions of packaged soup, March 2019
Healthy factors strongly among parents
Figure 39: Opinions of packaged soup, any agree, by parental status, March 2019
INTEREST IN SOUP OPTIONS
Regional flavors could leverage multiple trends
Figure 40: Interest in soups, March 2019
Figure 41: Interest in soups, by age, March 2019
SOUPS BY CONSUMER SEGMENTATION
Food and Drink Consumer Segmentation
Figure 42: Food/drink consumer segmentation of soups, February 2019
Adventure Eaters
Figure 43: Interest in soups, by food/drink segmentation, March 2019
Figure 44: Opinions of nutrition and soup, by food/drink segmentation, March 2019
Quality Seekers
Figure 45: Soup purchase location, by food/drink segmentation, March 2019
Time Savers
Figure 46: Soup attributes, by food/drink segmentation, March 2019
Value Chasers
Figure 47: Soup consumption frequency, by food/drink segmentation, March 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations
Abbreviations
APPENDIX – THE MARKET 
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
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
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
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
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
APPENDIX – KEY PLAYERS 
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
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
TURF ANALYSIS – METHODOLOGY
Figure 70: Table – TURF Analysis – Soup attributes, March 2019

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