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Soup - Ireland - September 2013

“The RoI soup market experienced a decline in sales since 2008, with 2012 marking the first year of recovery. The NI market proved to be less volatile with year-on-year sales mainly increasing. Both markets are forecast growth until 2018; however, innovations in health, flavour and convenience are needed to drive the category forward.”

– Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • How can soup manufacturers widen soup’s appeal outside the ‘winter warmer’ and ‘lunchtime market’ and boost sales?
  • With an increased focus on diet and health how can soup enhance its appeal in the lucrative health food market?
  • In the midst of a difficult economic climate in which own-brand ranges are prevailing, how can soup brands increase their appeal and win back consumers?
  • With scratch cooking experiencing resurgence, how can soup brands position themselves in this market?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Segmentation of IoI soup market, 2013
                  • Forecast
                    • Figure 2: Indexed estimated value of the total soup market, NI and RoI, 2008-18
                  • Market factors
                    • Own-label NPD
                      • Figure 3: Branded and private label soup launches, UK and Ireland, 2008-13
                    • Re-engagement with scratch cooking posing challenges and opportunities for soup market
                      • Soup market affected by changeable weather conditions
                        • Change in population offering potential for soup brands
                          • Companies, brands and innovations
                            • The consumer
                              • Over 90% of consumers eat soup in last six months
                                • Figure 4: Frequency with which consumers eat soup, NI and RoI, October 2013
                              • Strong canned soup usage in NI
                                • Figure 5: Types of soup eaten in the last six months, NI and RoI, October 2013
                              • Traditional flavour influencing consumers
                                • Figure 6: Factors that influence consumers ‘choice of soup, NI and RoI, October 2013
                              • Soup consumption boosted by cold weather
                                • Figure 7: Agreement with statements relating to soup, NI and RoI October 2013
                              • What we think
                              • Issues in the Market

                                • How can soup manufacturers widen soup’s appeal outside the ‘winter warmer’ and ‘lunchtime market’ and boost sales?
                                  • With an increased focus on diet and health how can soup enhance its appeal in the lucrative health food market?
                                    • In the midst of a difficult economic climate in which own-brand ranges are prevailing, how can soup brands increase their appeal and win back consumers?
                                      • With scratch cooking experiencing resurgence, how can soup brands position themselves in this market?
                                      • Trend Application

                                          • Transumers
                                            • Help Me Help Myself
                                              • Mintel Futures: East Meets West
                                              • Market Overview

                                                • Key points
                                                  • RoI consumers facing economic uncertainty
                                                    • Figure 8: How consumers rate their current financial situation, NI and RoI, July 2013
                                                  • Cost of food increasing
                                                    • Figure 9: Consumer food price inflation, UK (inc NI) and RoI, January 2013-August 2013
                                                  • Changing household size and ageing population
                                                    • Figure 10: Percentage of private households, by number of occupants, NI and RoI, 2011
                                                  • Own-label ranges booming
                                                    • Figure 11: Types of own-label food bought in the past 12 months, NI and RoI, May 2010 and February 2012
                                                  • Changeable weather conditions likely to affect soup purchases
                                                    • Figure 12: Mean temperatures recorded, RoI, January-August 2012 and 2013
                                                  • Consumers turning to home cooking
                                                    • Figure 13: Consumers who prepare meals from scratch at least a few times a week, NI and RoI, 2007, 2009 and 2011
                                                  • Global favours influencing the market
                                                    • Soup most popular option for starters
                                                      • Figure 14: Consumers who have a starter as part of their evening meal, RoI, 2011
                                                    • Consumers seeking low-salt options
                                                      • Figure 15: Mean sodium contents of soup products in RoI (sodium in mg/100g), 2005 and 2010
                                                    • Developing for the low-fat market
                                                      • Figure 16: Percentage of population aged 15+ considered overweight or obese, top 10 countries globally, 2012
                                                    • Weekly and top-up shops popular times for soup purchasing
                                                      • Figure 17: Shopping occasions for fresh soup, RoI, May 2010
                                                  • Competitive Context

                                                    • Key points
                                                      • Noodle pots taking inspiration from the east
                                                        • Meal pots focusing on convenience and satiety
                                                        • Market Size and Segmentation

                                                          • Key points
                                                            • Conservative growth in soup market
                                                              • Figure 18: Estimated total retail sales of soup, IoI, NI and RoI, 2008-18
                                                            • Growth in NI soup market set to outpace RoI market
                                                              • Figure 19: Indexed estimated value of the total soup market, NI and RoI, 2008-18
                                                            • Wet soup sales dominating in NI
                                                              • Figure 20: Total retail sales of wet and dry soup, by NI and RoI, 2008-18
                                                            • Marginal growth forecast for dry soup market
                                                            • Strengths and Weaknesses

                                                              • Strengths
                                                                • Weaknesses
                                                                • Innovations

                                                                  • Key points
                                                                    • Private label set to overtake brands in soup launches
                                                                      • Figure 21: Branded and private label soup launches, UK and Ireland, 2008-13
                                                                    • Tesco leads the pack in soup launches
                                                                      • Figure 22: Top 10 soup launches, by company, UK and RoI, 2008, 2012 and 2013
                                                                    • Own-label venture brands edging out branded soup
                                                                      • Figure 23: Attitudes towards venture brands, UK, December 2011
                                                                    • Innovative packaging for summer and winter soup consumption
                                                                      • Seasonal soups
                                                                        • Ethnic and exotic flavours
                                                                          • ‘Fuller for longer’ targeting hungry consumers
                                                                            • Heinz hoping to attract a younger market
                                                                              • Heinz also developing soup accompaniments
                                                                                • Campbell’s innovating across product range
                                                                                  • Soups for infants
                                                                                    • Repositioning soup as a dessert
                                                                                      • Catering for the scratch cooking soup market
                                                                                      • Companies and Products

                                                                                          • Company profiles
                                                                                            • Avonmore
                                                                                              • Key facts
                                                                                                • Brands and products
                                                                                                  • Figure 24: Avonmore fresh soup and low-fat soup range, 2013
                                                                                                • Brand NPD
                                                                                                  • Recent developments
                                                                                                    • Baxters
                                                                                                      • Key facts
                                                                                                        • Brands and products
                                                                                                          • Figure 25: Baxters soup range, 2013
                                                                                                        • Brand NPD
                                                                                                          • Recent developments
                                                                                                            • Cully and Sully
                                                                                                              • Key facts
                                                                                                                • Brand and products
                                                                                                                  • Figure 26: Cully and Sully soup range, 2013
                                                                                                                • Brand NPD
                                                                                                                  • Glorious!
                                                                                                                    • Key facts
                                                                                                                      • Brand and products
                                                                                                                        • Figure 27: Glorious! soup range
                                                                                                                      • Brand NPD
                                                                                                                        • Recent developments
                                                                                                                          • Heinz
                                                                                                                            • Key facts
                                                                                                                              • Brand and products
                                                                                                                                • Figure 28: Heinz soup range, 2013
                                                                                                                              • Brand NPD
                                                                                                                                • Recent developments
                                                                                                                                  • New Covent Garden Soup Co.
                                                                                                                                    • Key facts
                                                                                                                                      • Brand and products
                                                                                                                                        • Figure 29: New Covent Garden soup range, 2013
                                                                                                                                      • Brand NPD
                                                                                                                                        • Recent developments
                                                                                                                                          • Campbell’s
                                                                                                                                            • Key facts
                                                                                                                                              • Brand and products
                                                                                                                                                • Figure 30: Campbell’s soup range, 2013
                                                                                                                                              • Brand NPD
                                                                                                                                                • Recent developments
                                                                                                                                                  • Knorr
                                                                                                                                                    • Key facts
                                                                                                                                                      • Brand and products
                                                                                                                                                        • Figure 31: Knorr soup range, 2013
                                                                                                                                                      • Recent developments
                                                                                                                                                      • The Consumer – Frequency of Use

                                                                                                                                                        • Key points
                                                                                                                                                          • A quarter of consumers eating soup a few times a week
                                                                                                                                                            • Figure 32: Frequency with which consumers eat soup, NI and RoI, October 2013
                                                                                                                                                          • NI consumers frequent users of soup
                                                                                                                                                            • Figure 33: Frequency with which consumers eat soup, NI, October 2013
                                                                                                                                                          • RoI 35-44-year-olds and over-65s most likely to eat soup a few times a week
                                                                                                                                                            • Figure 34: Frequency with which consumers eat soup, RoI, October 2013
                                                                                                                                                          • RoI men eating soup more frequently than women
                                                                                                                                                            • Figure 35: Frequency at which consumers eat soup, by gender, NI and RoI, October 2013
                                                                                                                                                          • RoI C2DEF consumers eating soup more regularly than ABC1 consumers
                                                                                                                                                            • Figure 36: Frequency with which consumers eat soup, by social class, NI and RoI, October 2013
                                                                                                                                                        • The Consumer – Types of Soup Eaten

                                                                                                                                                          • Key points
                                                                                                                                                            • Canned/instant soup divides NI and RoI
                                                                                                                                                                • Figure 37: Types of soup eaten in the last six months, NI and RoI, October 2013
                                                                                                                                                              • NI 45-54-year-olds most likely to eat canned soup
                                                                                                                                                                • Figure 38: Consumers who have eaten canned soup in the last six months
                                                                                                                                                              • Condensed canned soup popular with NI 45-54-year-olds
                                                                                                                                                                • Figure 39: Consumers who have eaten condensed canned soup in the last six months, by gender and age, NI and RoI, October 2013
                                                                                                                                                              • Chilled soup usage highest amongst women and 25-34-year-olds
                                                                                                                                                                • Figure 40: Consumers who have eaten chilled soup in a plastic tub/carton, by gender and age, NI and RoI, October 2013
                                                                                                                                                              • Full-time employees most likely to choose chilled soup
                                                                                                                                                                • Figure 41: Types of soup eaten in the last six months, NI and RoI, October 2013
                                                                                                                                                              • RoI consumers more likely to choose instant soup compared with NI consumers
                                                                                                                                                                • Figure 42: Consumers who have eaten dry/wet instant cup soup in the past six months, by age and gender, NI and RoI
                                                                                                                                                              • Consumers cooking soup at home
                                                                                                                                                                  • Figure 43: Consumers who have eaten soup mix for cooking at home in the last six months, by gender and age, NI and RoI, October 2013
                                                                                                                                                              • The Consumer – Factors that Influence Consumers’ Choice of Soup

                                                                                                                                                                • Key points
                                                                                                                                                                  • Traditional flavour is the biggest influence when choosing soup
                                                                                                                                                                    • Figure 44: Factors that influence consumers’ choice of soup, NI and RoI, October 2013
                                                                                                                                                                  • NI men more likely to stick to traditional flavours
                                                                                                                                                                    • Figure 45: Consumers who are influenced by traditional flavours when choosing soup, by gender and age, NI and RoI, October 2013
                                                                                                                                                                  • NI consumers more influenced by favourite brands than their RoI counterparts
                                                                                                                                                                    • Figure 46: Consumers who are influenced by favourite brand when choosing soup, by gender and age, NI and RoI, October 2013
                                                                                                                                                                  • Women more likely to choose low-fat soups
                                                                                                                                                                    • Figure 47: Consumers who are influenced by low-fat when choosing soup, by gender and age, NI and RoI, October 2013
                                                                                                                                                                    • Figure 48: Agreement with the statement ‘I worry more about my weight/appearance than my overall health’ by gender, NI and RoI, July 2013
                                                                                                                                                                  • RoI consumers more influenced by natural ingredients than NI
                                                                                                                                                                    • Figure 49: Consumers who are influenced by natural ingredients when choosing soup, by gender and age, NI and RoI, October 2013
                                                                                                                                                                  • One third of RoI and a quarter of NI consumers want low-salt soups
                                                                                                                                                                    • Figure 50: Consumers who are influenced by low-salt when choosing soup, by gender and age, NI and RoI, October 2013
                                                                                                                                                                • The Consumer – Agreement with Statements Relating to Soup

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Soup consumption boosted by cold weather
                                                                                                                                                                      • Figure 51: Agreement with statements relating to soup, NI and RoI October 2013
                                                                                                                                                                      • Figure 52: Agreement with the statement ‘I am more likely to eat soup when the weather is cold’, by gender and age, NI and RoI, October 2013
                                                                                                                                                                    • Women engaging with cooking soup from scratch
                                                                                                                                                                      • Figure 53: Consumers who have made soup from raw ingredients in the past six months, by gender and age, NI and RoI, October 2013
                                                                                                                                                                    • Almost half of Irish consumers choose soup for lunch
                                                                                                                                                                      • Figure 54: Agreement with the statement ‘soup makes for a convenient lunch outside of the home’, by gender and age, NI and RoI, October 2013
                                                                                                                                                                    • RoI consumers more likely to look closely at soup ingredients
                                                                                                                                                                      • Figure 55: Agreement with the statement ‘I look closely at what ingredients are used in soups’, by gender and age, NI and RoI, October 2013
                                                                                                                                                                    • NI consumers more willing to try new flavours of soup
                                                                                                                                                                      • Figure 56: Agreement with the statement ‘I like trying new flavours of soup’, by gender and age, NI and RoI, October 2013
                                                                                                                                                                    • RoI consumers judging own-label soup to be just as good as branded soup
                                                                                                                                                                      • Figure 57: Agreement with the statement ‘supermarket own-label soup is just as good as branded’, by gender and age, NI and RoI, October 2012
                                                                                                                                                                    • NI consumers deeming soup to not be filling enough for an evening meal
                                                                                                                                                                      • Figure 58: Agreement with the statement ‘soup is not filling enough for an evening meal’, by gender and age, NI and RoI, October 2013
                                                                                                                                                                    • Minority of consumers think chilled soups are superior to canned soups
                                                                                                                                                                      • Figure 59: Agreement with the statement ‘chilled soups are better quality than canned soups’, by gender and age, NI and RoI, October 2013
                                                                                                                                                                  • Appendix

                                                                                                                                                                    • NI Toluna Tables
                                                                                                                                                                      • Figure 60: Frequency with which consumers eat soup, NI, October 2013
                                                                                                                                                                      • Figure 61: Types of soup eaten in the last six months, NI, October 2013
                                                                                                                                                                      • Figure 62: Types of soup eaten in the last six months, NI, October 2013 (continued)
                                                                                                                                                                      • Figure 63: Types of soup eaten in the last six months, NI, October 2013 (continued)
                                                                                                                                                                      • Figure 64: Factors that influence consumers’ choice of soup, NI, October 2013
                                                                                                                                                                      • Figure 65: Factors that influence consumers’ choice of soup, NI, October 2013 (continued)
                                                                                                                                                                      • Figure 66: Factors that influence consumers’ choice of soup, NI, October 2013 (continued)
                                                                                                                                                                      • Figure 67: Factors that influence consumers’ choice of soup, NI, October 2013 (continued)
                                                                                                                                                                      • Figure 68: Agreement with statements relating to soup, NI, October 2013
                                                                                                                                                                      • Figure 69: Agreement with statements relating to soup, NI, October 2013 (continued)
                                                                                                                                                                      • Figure 70: Agreement with statements relating to soup, NI, October 2013 (continued)
                                                                                                                                                                    • RoI Toluna Tables
                                                                                                                                                                      • Figure 71: Frequency with which consumers eat soup, RoI, October 2013
                                                                                                                                                                      • Figure 72: Types of soup eaten in the last six months, RoI, October 2013
                                                                                                                                                                      • Figure 73: Types of soup eaten in the last six months, RoI, October 2013 (continued)
                                                                                                                                                                      • Figure 74: Types of soup eaten in the last six months, RoI, October 2013 (continued)
                                                                                                                                                                      • Figure 75: Factors that influence consumers’ choice of soup, RoI, October 2013
                                                                                                                                                                      • Figure 76: Factors that influence consumers’ choice of soup, RoI, October 2013 (continued)
                                                                                                                                                                      • Figure 77: Factors that influence consumers’ choice of soup, RoI, October 2013 (continued)
                                                                                                                                                                      • Figure 78: Factors that influence consumers’ choice of soup, RoI, October 2013 (continued)
                                                                                                                                                                      • Figure 79: Agreement with statements relating to soup, RoI, October 2013
                                                                                                                                                                      • Figure 80: Agreement with statements relating to soup, RoI, October 2013 (continued)
                                                                                                                                                                      • Figure 81: Agreement with statements relating to soup, RoI, October 2013 (continued)

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                                                  Soup - Ireland - September 2013

                                                                                                                                                                  £1,095.00 (Excl.Tax)