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Soup - UK - April 2013

‘Despite soup already benefiting from a healthy image, there are opportunities to further mine the health angle given that the majority of users would like to see more soups boasting added-health claims. There is scope for operators to look beyond the traditional ’low/no/reduced’ claims and vegetable content, for example, by introducing high fibre and health-boosting ingredients, such as oats and ancient grains.’

– Emma Clifford, Senior Food Analyst

Some questions answered in this report include:

  • How can manufacturers promote soup as being more filling?
  • How can manufacturers help to boost sales of soup during the summer months?
  • What opportunities are there in soup with added health benefits?
  • How can innovation in soup packaging engage the youngest and oldest users?
  • How can soup brands tap into the home cooking trend?

Given the strong convenience element of soup, its generally healthy and good value positioning and the huge array of varieties catering to every taste, soup has an established place in British food culture, with over eight in ten adults having eaten soup in the past six months. While unrelenting price inflation has seen the soup market increase in value by 23% to £621 million between 2007 and 2012, volume sales have stagnated as a result of intense competition from both alternative meal solutions and the trend toward homemade soup. In the medium term, rapid growth in key user groups, namely over-55s and 25-34s, is set to benefit the market. However, the low levels of engagement among under-25s do not bode well for the market in the long term, suggesting this should be a focus for soup brands moving forward.

 

The seasonality of this quintessential ‘winter warmer’ category means that maintaining consumer interest in these products during the summer months presents an ongoing challenge to soup brands.

This report covers the UK retail market for soup in all its forms other than homemade. It covers three main sectors defined as:

  • Wet ambient soup: This sector includes canned (tinned) soup – either as a ready-to-serve product or in a condensed format.

It also includes other formats such as cartons, pots, tubs or pouches.

Dried soup: This sector comprises:

  • Packet soups, which require simmering (sometimes also referred to as simmer soups).
  • Instant cup soups (to which water is added and no further cooking is required).

Chilled soup: This sector includes fresh chilled soup – sold from the chilled cabinet and with a shelf life of around 10-30 days.

  • Frozen soup is a highly niche product. Mention is made of the product where relevant, but it is not included in market sizes.
  • Soup sold through vending machines and on-trade through high street chains like Eat and Pret A Manger is excluded from this report.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail volume sales of soup, 2007-17
            • Market factors
              • Winter temperatures affect demand for soup
                • Figure 2: Mean winter* temperatures, UK, 2005/6-2012/13
              • Interest in scratch cooking presents a challenge to the market
                • Growth in key age groups to boost the market
                  • Companies, brands and innovation
                    • Figure 3: Brand shares in value sales of soup, 2013*
                  • NPD remains flat
                    • Adspend falls after 2011 surge
                      • The consumer
                        • Over eight in ten are users of soup
                          • Figure 4: Types of soup eaten/bought in the past six months, February 2013
                        • Price-related factors are top of mind
                          • Figure 5: Factors considered when choosing soup, February 2013
                        • Convenience is at the heart of the appeal of soup
                          • Figure 6: Attitudes Towards Soup, February 2013
                        • Soup is considered most appealing when it is cold
                          • Figure 7: Further attitudes towards soup, February 2013
                        • What we think
                        • Issues in the Market

                            • How can manufacturers promote soup as being more filling?
                              • How can manufacturers help to boost sales of soup during the summer months?
                                • What opportunities are there in soup with added health benefits?
                                  • How can innovation in soup packaging engage the youngest and oldest users?
                                    • How can soup brands tap into the home cooking trend?
                                    • Trend Application

                                        • Trend: Transumers
                                          • Trend: Factory Fear
                                            • Mintel Futures: Old Gold
                                            • Market Drivers

                                              • Key points
                                                • Winter temperatures fall once more in winter 2012/13
                                                  • Figure 8: Mean winter* temperatures, UK, 2005/06-2012/13
                                                • A preference for scratch cooking, but convenience remains important
                                                  • Figure 9: Agreement with selected lifestyle statements about food, 2008-12
                                                • Enthusiasm for convenience foods peaks among under-35s
                                                  • Population shifts set to benefit the soup market
                                                    • Figure 10: Trends in the age structure of the UK population, 2007-17
                                                • Strengths and Weaknesses

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • NPD activity in soup remains low but stable
                                                          • Figure 11: Share of new launches of soup in the total NPD in the UK food market, 2009-12
                                                        • Brands step up new product launch activity in 2012…
                                                          • Figure 12: Share of new product launches in the UK soup market, branded vs. own-label, 2009-12
                                                        • …although Tesco and Morrisons continue to lead
                                                          • Figure 13: Share of new product launches within the UK soup market, by company (top ten), 2009-12
                                                        • Fresh Bowl innovation from New Covent Garden...
                                                          • ...while exotic Tastes of the World helps it compete with Glorious!
                                                            • Flexible sachets become more popular in 2012
                                                              • Figure 14: Share of new product launches within the UK soup market, by packaging type, 2009-12
                                                            • Microwaveable remains the top claim
                                                              • Figure 15: Share of new product launches within the UK soup market, by claim, 2009-12
                                                            • Asian flavours inspire global NPD in soup
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Price inflation drives growth in soup market
                                                                  • Figure 16: Total UK retail sales of soup, 2007-17
                                                                • The future of the soup market
                                                                  • Figure 17: UK retail value sales of soup, 2007-17
                                                                  • Figure 18: UK retail volume sales of soup, 2007-17
                                                                • Factors used in the forecast
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Wet soup sales rebound to achieve 5% growth in 2012
                                                                      • Figure 19: UK retail sales of wet soup, by volume and value, 2007-17
                                                                    • Chilled soup grows in importance
                                                                      • Figure 20: UK retail value sales of wet soup, by sector, 2010-12
                                                                    • Dry soup
                                                                      • Figure 21: Total UK retail sales of dry soup, by volume and value, 2007-17
                                                                  • Market Share

                                                                    • Key points
                                                                      • Heinz continues to reign supreme
                                                                        • Figure 22: UK retail sales of leading brands in soup, by value and volume, 2012 and 2013
                                                                      • Own-label continues to steal share
                                                                        • Sales of New Covent Garden continue to slide
                                                                          • Mug Shot goes from strength to strength
                                                                          • Companies and Products

                                                                            • Baxters
                                                                              • Background
                                                                                • Product range and innovation
                                                                                  • Marketing and promotion
                                                                                    • Symington’s
                                                                                      • Background
                                                                                        • Product range and innovation
                                                                                          • Marketing and promotion
                                                                                            • Premier Foods
                                                                                              • Background
                                                                                                • Product range and innovation
                                                                                                  • Marketing and promotion
                                                                                                    • Heinz
                                                                                                      • Background
                                                                                                        • Product range and innovation
                                                                                                          • Marketing and promotion
                                                                                                            • New Covent Garden
                                                                                                              • Background
                                                                                                                • Product range and innovation
                                                                                                                  • Marketing and promotion
                                                                                                                    • Unilever
                                                                                                                      • Background
                                                                                                                        • Product range and innovation
                                                                                                                          • Glorious!
                                                                                                                            • Background
                                                                                                                              • Product range and innovation
                                                                                                                                • Marketing and promotion
                                                                                                                                • Brand Research

                                                                                                                                  • Brand map
                                                                                                                                      • Figure 23: Attitudes towards and usage of brands in the soup sector, January 2013
                                                                                                                                    • Correspondence analysis
                                                                                                                                      • Brand attitudes
                                                                                                                                        • Figure 24: Attitudes by soup brand, January 2013
                                                                                                                                      • Brand personality
                                                                                                                                        • Figure 25: Soup brand personality – macro image, January 2013
                                                                                                                                        • Figure 26: Soup brand personality – micro image, January 2013
                                                                                                                                      • Brand experience
                                                                                                                                        • Figure 27: Soup brand usage, January 2013
                                                                                                                                        • Figure 28: Satisfaction with various soup brands, January 2013
                                                                                                                                        • Figure 29: Consideration of soup brands, January 2013
                                                                                                                                        • Figure 30: Consumer perceptions of current soup brand performance, January 2013
                                                                                                                                        • Figure 31: Soup brand recommendation – Net Promoter Score, January 2013
                                                                                                                                      • Brand index
                                                                                                                                        • Figure 32: Soup brand index, January 2013
                                                                                                                                        • Figure 33: Soup brand index vs. recommendation, January 2013
                                                                                                                                      • Target group analysis
                                                                                                                                        • Figure 34: Target groups, January 2013
                                                                                                                                        • Figure 35: Soup brand usage, by target groups, January 2013
                                                                                                                                      • Group One – Conformists
                                                                                                                                        • Group Two – Simply the Best
                                                                                                                                          • Group Three – Shelf Stalkers
                                                                                                                                            • Group Four – Habitual Shoppers
                                                                                                                                              • Group Five – Individualists
                                                                                                                                              • Brand Communication and Promotion

                                                                                                                                                • Key points
                                                                                                                                                  • Adspend falls after 2011 surge
                                                                                                                                                    • Figure 36: Main monitored media advertising expenditure in total soup market, 2009-12
                                                                                                                                                  • Heinz increases adspend while others fall behind
                                                                                                                                                    • Figure 37: Advertising expenditure in the soup market, by highest-spending advertisers, 2011 and 2012
                                                                                                                                                    • Figure 38: Top ten advertisers in the soup market, 2009-12
                                                                                                                                                    • Figure 39: Share of top ten advertisers in the soup market, 2009-12
                                                                                                                                                  • Heinz Tomato Soup benefits from record investment in 2012
                                                                                                                                                    • Baxters halves its adspend in 2012
                                                                                                                                                      • New Covent Garden Soup Co rein in their spend
                                                                                                                                                        • Crosse & Blackwell and Campbell’s up their adspend
                                                                                                                                                          • TV share falls 40% but still remains the principal advertising medium
                                                                                                                                                            • Figure 40: Total expenditure in the soup market, by media type, 2009-12
                                                                                                                                                            • Figure 41: Share of total expenditure in the soup market, by media type, 2009-12
                                                                                                                                                          • Chilled soups represent higher proportion of spend in 2011 and 2012
                                                                                                                                                            • Figure 42: Share of soup advertising by soup format (fresh and tinned/packet), 2009-12
                                                                                                                                                        • Channels to Market

                                                                                                                                                          • Key points
                                                                                                                                                            • Multiples reign supreme
                                                                                                                                                              • Figure 43: Estimated retail distribution of soup, by channel, 2009-12
                                                                                                                                                          • The Consumer – Usage of Soup

                                                                                                                                                            • Key points
                                                                                                                                                              • Over eight in ten are users of soup
                                                                                                                                                                  • Figure 44: Types of soup eaten/bought in the past six months, February 2013
                                                                                                                                                                • Canned soup enjoys the highest penetration
                                                                                                                                                                  • Figure 45: Consumers who have bought canned soup in the past six months, by gender, age and socio-economic group, February 2013
                                                                                                                                                                • Chilled soup has upmarket skew, but low engagement among men
                                                                                                                                                                  • Figure 46: Chilled soup (in a carton and in a tub) purchase in the past six months, by gender, age and socio-economic group, February 2013
                                                                                                                                                                • Dry packet soup is purchased by three in ten consumers
                                                                                                                                                                  • Cup soups are eaten most regularly
                                                                                                                                                                    • Figure 47: Frequency of eating soup, by type, February 2013
                                                                                                                                                                • The Consumer – Choice Factors

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Price-related factors are top of mind when buying soup
                                                                                                                                                                        • Figure 48: Factors considered when choosing soup, February 2013
                                                                                                                                                                      • Traditional flavours are preferred
                                                                                                                                                                        • Figure 49: Most popular factors considered when choosing soup, by traditional flavour, a flavour they haven’t tried before and a hot/spicy flavour, by age group, February 2013
                                                                                                                                                                      • Over-55s express interest in natural and healthier ingredients
                                                                                                                                                                        • Figure 50: Most popular factors considered when choosing soup, by all natural ingredients, and low salt, fat or calorie content, , by gender and age group, February 2013
                                                                                                                                                                      • Satiety and ‘five-a-day’ are most important to 16-24s
                                                                                                                                                                        • Figure 51: Most popular factors considered when choosing soup, by ‘filling’ and ‘counts towards one of my five-a-day’, by gender and age group, February 2013
                                                                                                                                                                      • Added health is considered important for a minority
                                                                                                                                                                      • The Consumer – Attitudes Towards Soup

                                                                                                                                                                        • Key points
                                                                                                                                                                          • The convenience of soup sees it as a good all-year-round option
                                                                                                                                                                              • Figure 52: Attitudes Towards Soup, February 2013
                                                                                                                                                                            • The majority of users like to experiment with new flavours
                                                                                                                                                                              • Strong demand for soups with added health benefits
                                                                                                                                                                                • Chilled soup suffers from an overpriced image
                                                                                                                                                                                  • Figure 53: Agreement with the statements ‘Chilled soups are overpriced’, ‘Own-label soups are just as good as branded varieties’ and ‘chilled soups taste better than canned soups’, by gender and age group, February 2013
                                                                                                                                                                                • Opportunities for growth in cold soup
                                                                                                                                                                                  • Figure 54: Agreement with the statement ‘I like the idea of eating cold soup (eg Gazpacho) in hot weather’, by gender, age and socio-economic group, February 2013
                                                                                                                                                                              • The Consumer – Further Attitudes Towards Soup

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Soup is most appealing when it is cold
                                                                                                                                                                                      • Figure 55: Further attitudes towards soup, February 2013
                                                                                                                                                                                    • Boost usage through positioning soup as a cooking ingredient
                                                                                                                                                                                      • One in five add toppings to soup
                                                                                                                                                                                        • Opportunities to boost usage through satiety claims
                                                                                                                                                                                          • Growth potential for frozen soup
                                                                                                                                                                                          • The Consumer – Target Groups

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Three target groups
                                                                                                                                                                                                • Figure 56: Target Groups, February 2013
                                                                                                                                                                                              • Substance Seekers (44%)
                                                                                                                                                                                                • Who are they?
                                                                                                                                                                                                  • Penny Pinchers (30%)
                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                      • Enthusiasts (26%)
                                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                            • Figure 57: Best- and worst-case forecasts for retail sales of soup, by volume, 2012-17
                                                                                                                                                                                                            • Figure 58: Best- and worst-case forecasts for retail sales of soup, by value, 2012-17
                                                                                                                                                                                                        • Appendix – Segment Performance

                                                                                                                                                                                                            • Figure 59: Best- and worst-case forecasts for retail sales of wet soup, by volume, 2012-17
                                                                                                                                                                                                            • Figure 60: Best- and worst-case forecasts for retail sales of wet soup, by value, 2012-17
                                                                                                                                                                                                            • Figure 61: Best- and worst-case forecasts for retail sales of dry soup, by volume, 2012-17
                                                                                                                                                                                                            • Figure 62: Best- and worst-case forecasts for retail sales of dry soup, by value, 2012-17
                                                                                                                                                                                                        • Appendix – Brand Research

                                                                                                                                                                                                            • Figure 63: Brand usage, January 2013
                                                                                                                                                                                                            • Figure 64: Brand commitment, January 2013
                                                                                                                                                                                                            • Figure 65: Brand momentum, January 2013
                                                                                                                                                                                                            • Figure 66: Brand diversity, January 2013
                                                                                                                                                                                                            • Figure 67: Brand satisfaction, January 2013
                                                                                                                                                                                                            • Figure 68: Brand recommendation, January 2013
                                                                                                                                                                                                            • Figure 69: Brand attitude, January 2013
                                                                                                                                                                                                            • Figure 70: Brand image – macro image, January 2013
                                                                                                                                                                                                            • Figure 71: Brand image – micro image, January 2013
                                                                                                                                                                                                            • Figure 72: Profile of target groups, by demographics, January 2013
                                                                                                                                                                                                            • Figure 73: Psychographic segmentation, by target groups, January 2013
                                                                                                                                                                                                            • Figure 74: Brand usage, by target groups, January 2013
                                                                                                                                                                                                          • Brand index
                                                                                                                                                                                                            • Figure 75: Brand index, January 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Usage of Soup

                                                                                                                                                                                                            • Figure 76: Most popular types of soup eaten in the past six months, by demographics, February 2013
                                                                                                                                                                                                            • Figure 77: Next most popular types of soup eaten in the past six months, by demographics, February 2013
                                                                                                                                                                                                            • Figure 78: Most popular types of soup bought in the past six months, by demographics, February 2013
                                                                                                                                                                                                            • Figure 79: Next most popular types of soup bought in the past six months, by demographics, February 2013
                                                                                                                                                                                                            • Figure 80: Frequency of eating canned soup, by type, by demographics, February 2013
                                                                                                                                                                                                            • Figure 81: Frequency of eating dry/wet instant cup soup, by type, by demographics, February 2013
                                                                                                                                                                                                            • Figure 82: Frequency of eating chilled soup, by type, by demographics, February 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Choice Factors

                                                                                                                                                                                                            • Figure 83: Most popular factors considered when choosing soup, by demographics, February 2013
                                                                                                                                                                                                            • Figure 84: Next most popular factors considered when choosing soup, by demographics, February 2013
                                                                                                                                                                                                            • Figure 85: Other factors considered when choosing soup, by demographics, February 2013
                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes Towards Soup

                                                                                                                                                                                                            • Figure 86: Agreement with the statements ‘Soup is a good all-year-round meal’ and ‘Soup makes for an easy snack to have between meals’, by demographics, February 2013
                                                                                                                                                                                                            • Figure 87: Agreement with the statements ‘Shop-bought soup makes for a convenient lunch to have out of the home’ and ‘I like trying new flavours of soup’, by demographics, February 2013
                                                                                                                                                                                                            • Figure 88: Agreement with the statements ‘Chilled soups are overpriced’ and ‘I would like to see more soups with added health benefits’, by demographics, February 2013
                                                                                                                                                                                                            • Figure 89: Agreement with the statements ‘Soup is not filling enough for an evening meal’ and ‘Own-label soup brands are just as good as branded varieties’, by demographics, February 2013
                                                                                                                                                                                                            • Figure 90: Agreement with the statements ‘Dry soups are too high in artificial ingredients’ and ‘Low calorie soups are not filling enough’, by demographics, February 2013
                                                                                                                                                                                                            • Figure 91: Agreement with the statements ‘Chilled soups taste better than canned soups’ and ‘I like the idea of eating cold soup in hot weather’, by demographics, February 2013
                                                                                                                                                                                                        • Appendix - The Consumer – Further Attitudes Towards Soup

                                                                                                                                                                                                            • Figure 92: Most popular further attitudes towards soup, by demographics, February 2013
                                                                                                                                                                                                            • Figure 93: Next most popular further attitudes towards soup, by demographics, February 2013
                                                                                                                                                                                                        • Appendix – Target groups

                                                                                                                                                                                                            • Figure 94: Types of soup eaten/bought in the past six months, by target groups, February 2013
                                                                                                                                                                                                            • Figure 95: Frequency of eating soup, by type, by target groups, February 2013
                                                                                                                                                                                                            • Figure 96: Frequency of eating soup, by type, by target groups, February 2013
                                                                                                                                                                                                            • Figure 97: Frequency of eating soup, by type, by target groups, February 2013
                                                                                                                                                                                                            • Figure 98: Factors considered when choosing soup, by target groups, February 2013
                                                                                                                                                                                                            • Figure 99: Attitudes towards soup, by target groups, February 2013
                                                                                                                                                                                                            • Figure 100: Further attitudes towards soup, by target groups, February 2013
                                                                                                                                                                                                            • Figure 101: Grocery shopping habits, by target groups, February 2013
                                                                                                                                                                                                            • Figure 102: Attitude towards health and healthy lifestyles, by target groups, February 2013
                                                                                                                                                                                                            • Figure 103: Target groups, by demographics, February 2013

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        • Azteca Foods, Inc.
                                                                                                                                                                                                        • Baxters Food Group [Baxters of Speyside]
                                                                                                                                                                                                        • Berkshire Hathaway Inc
                                                                                                                                                                                                        • European Food Safety Authority
                                                                                                                                                                                                        • Glorious! Foods
                                                                                                                                                                                                        • HJ Heinz Company UK
                                                                                                                                                                                                        • New Covent Garden Food Co
                                                                                                                                                                                                        • The Hain Celestial Group, Inc.
                                                                                                                                                                                                        • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                        • Weight Watchers Ltd. (UK)

                                                                                                                                                                                                        Soup - UK - April 2013

                                                                                                                                                                                                        £1,995.00 (Excl.Tax)