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Soup - UK - May 2010

This report assesses the performance of the UK soup market since Mintel’s last report on this sector in May 2008. Since 2007, the UK market for soup has grown by 11% to reach £511 million in 2009.

  • Soup is seen as a healthy/low calorie option by 19 million adults, although households with young children under 5yrs old are less interested..
  • Manufacturers should encourage 16-24year olds to eat soup as a snack at home more. At the moment, this age group restrict soup consumption to evening meals.
  • Value sales of soup increased by 11% between 2007 and 2009 to reach an estimated £511 million as soup is seen as the ultimate in comfort food, and manufactures kept up with new product launches.
  • Manufacturers need to ensure they promote soup all year round: 17 million adults eat soup mainly when the weather is cold.
  • Consumers need to be persuaded to experiment more as only 5 million adults try out a new soup flavour when they see it.
  • Chilled soups account for a quarter all soup sales, yet a fifth of adults agree that fresh/chilled soups are better quality than tinned options.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer research
            • Abbreviations
            • Future Opportunities

                • The Fresh (Soup) Factor
                  • Do like the Italians do
                    • Tapping into the Escapism trend
                      • Soup and pie at half-time
                        • Sip and view
                          • Soup of champions
                          • Market in Brief

                            • “Soup-er” sales help category growth
                              • Salt levels a concern in the salt category
                                • New product innovations offer consumers more choice
                                  • Heinz grows its share
                                    • Consumer soup preferences
                                    • Internal Market Environment

                                      • Key points
                                        • Cooking back on the agenda
                                          • Figure 1: Agreement with selected lifestyle statements about food, 2005-09
                                        • Concerns over salt levels
                                          • Figure 2: Agreement with statements about general eating habits, March 2010
                                        • Convenience wins out
                                          • Figure 3: Agreement with lifestyle statement “Convenience often plays a part in my purchase decisions “, 2005-09
                                        • Attention to detail
                                          • Figure 4: Agreement with selected lifestyle statements about health foods, 2005-09
                                        • Weather permitting
                                          • Figure 5: Mean winter temperatures ((C) in the UK, 2003-10
                                      • Broader Market Environment

                                        • Key points
                                          • Rising raw material costs
                                            • Figure 6: Tin – Monthly Price – Commodity Prices May 2000-November 2009
                                          • Smaller household, smaller formats
                                            • Figure 7: Changes in UK Household sizes, 2005-15
                                          • Busy lives demand more convenience
                                            • Figure 8: Working population in full-time employment by gender, 2005-15
                                          • Fresh soups popular with ABs
                                            • Figure 9: Socio-economic profile of the UK population, 2005-15
                                        • Competitive Context

                                          • Key points
                                            • Convenience foods see their penetration slip, but pizza holds out
                                              • Figure 10: Consumption of pizza, ready meals, soup and pasta/noodles, 2005-09
                                            • Sandwich sales steam ahead
                                              • Figure 11: UK retail sales of convenience foods, 2005-09
                                            • Ready meals face more competition
                                              • A soup face-off
                                              • Strengths and Weaknesses

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Ambient soups lead launches
                                                        • Figure 12: NPD in soup, percentage, by storage type, 2008-10*
                                                        • Figure 13: NPD in soup, percentage, by sub-category, 2008-10*
                                                      • Importance of convenience
                                                        • Figure 14: NPD in soup, percentage, by sub-category, 2009-10*
                                                      • Low-fat options
                                                        • Branded manufacturers push greater innovation
                                                          • Figure 15: NPD in soups, percentage, by top companies, 2008-10*
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Soup sales remain resilient
                                                            • Figure 16: Forecast of UK retail value sales of soup, 2005-15
                                                          • Cold weather favours soup
                                                            • Fears of high salt levels may hamper soup’s healthy perception
                                                              • Brands display a strong performance
                                                                • The future of the market
                                                                  • Factors used in the forecast
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Fresh soups enhanced by healthy image
                                                                        • Figure 17: UK retail sales of soup, by sector, 2005-09
                                                                      • Ambient soups offer value for money
                                                                        • Figure 18: Forecast of retail value sales of canned and other ambient wet soup, by value, 2005-15
                                                                      • Pouches suffer sales decline
                                                                        • Figure 19: UK retail sales of ambient wet soup, by packaging type, 2005-09
                                                                      • Consumers stick to tried and tested standard ranges
                                                                        • Figure 20: UK retail sales of canned ambient wet soup, by recipe type, 2005-09
                                                                      • Dried soup sales revived
                                                                        • Figure 21: Forecast of retail value sales of dried soup, by value, 2005-15
                                                                      • New product launches help the instant soup category
                                                                        • Figure 22: UK retail sales of dried soup, by type, 2005-09
                                                                      • Room for growth in the chilled sector
                                                                        • Figure 23: Forecast of retail value sales of fresh chilled soup, by value, 2005-15
                                                                    • Market Share

                                                                      • Key points
                                                                        • A mixed performance for branded manufacturers
                                                                          • Figure 24: Manufacturer shares of soup market, 2005-09
                                                                        • Heinz soup range experience strong sales growth
                                                                          • Figure 25: Ambient wet soup manufacturers’ brand shares, 2005-09
                                                                        • Dried up soup sales
                                                                          • Figure 26: Dried soup manufacturers’ brand shares, 2005-09
                                                                        • New Covent Garden maintains stronghold on category
                                                                          • Figure 27: Chilled soup manufacturers’ brand shares, 2005-09
                                                                      • Companies and Products

                                                                        • Major players
                                                                          • Baxters
                                                                              • Figure 28: New products launched by Baxters in the soups market in the UK, January 2008 to February 2010
                                                                            • Daniels Group (New Covent Garden Food Co.)
                                                                                • Figure 29: New products launched by Daniels in the soups market in the UK, January 2008 to February 2010
                                                                              • Heinz
                                                                                  • Figure 30: New products launched by Heinz in the soups market in the UK, January 2008 to February 2010
                                                                                • Premier Foods
                                                                                  • Figure 31: New products launched by Premier Foods in the soups market in the UK, January 2008 to February 2010
                                                                                • Symington’s
                                                                                    • Figure 32: New products launched by Symington's in the soups market in the UK, January 2008 to February 2010
                                                                                  • Unilever
                                                                                      • Figure 33: New Products Launched by Unilever in the soups market in the UK, January 2008 to February 2010
                                                                                  • Brand Elements

                                                                                      • Key points
                                                                                        • Brand map
                                                                                            • Figure 34: Attitudes towards and purchase of soup brands, April 2010
                                                                                          • Brand qualities of soup brands
                                                                                            • Heinz top for taste and tradition, ‘diet’ health a turn-off?
                                                                                              • Figure 35: Personalities of various soup brands, April 2010
                                                                                            • Experience of soup brands
                                                                                              • Heinz dominates, premium brands least popular
                                                                                                • Figure 36: Consumer purchase of various soup brands, April 2010
                                                                                              • Brand consideration for soup brands
                                                                                                • Soup brands have similar appeal, but WeightWatchers a turn-off
                                                                                                  • Figure 37: Consideration of various soup brands, April 2010
                                                                                                • Brand satisfaction for soup brands
                                                                                                  • Most delicious are most satisfying
                                                                                                    • Figure 38: Satisfaction with various soup brands, April 2010
                                                                                                  • Brand commitment to soup brands
                                                                                                    • Heinz has highest preference
                                                                                                      • Figure 39: Commitment to various soup brands, April 2010
                                                                                                    • Brand intentions for soup brands
                                                                                                      • Celebrity names lack loyalty, Heinz retains most custom
                                                                                                        • Figure 40: Future usage intentions for various soup brands, April 2010
                                                                                                      • Brand recommendation for soup brands
                                                                                                        • Wholesome Heinz, Baxters and New Covent Garden most recommended
                                                                                                          • Figure 41: Recommendation of various soup brands, April 2010
                                                                                                        • New Covent Garden
                                                                                                          • What the consumer thinks
                                                                                                            • Figure 42: Attitudes towards the New Covent Garden brand, April 2010
                                                                                                          • WeightWatchers from Heinz
                                                                                                            • What the consumer thinks
                                                                                                              • Figure 43: Attitudes towards the WeightWatchers from Heinz brand, April 2010
                                                                                                            • Batchelors
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 44: Attitudes towards the Batchelors brand, April 2010
                                                                                                              • Loyd Grossman
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 45: Attitudes towards the Loyd Grossman brand, April 2010
                                                                                                                • Heinz
                                                                                                                  • What the consumer thinks
                                                                                                                    • Figure 46: Attitudes towards the Heinz brand, April 2010
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Manufacturers reduce above-the-line support
                                                                                                                      • Figure 47: Main monitored media spend on soup, 2006-09
                                                                                                                    • Press offers more targeted campaign reach
                                                                                                                      • Figure 48: Main monitored media spend on soup, 2006-10*
                                                                                                                    • Baxters takes the lead in advertising spend
                                                                                                                      • Figure 49: Main monitored media advertising expenditure on soup, by leading advertisers, 2006-10
                                                                                                                    • General Mills’ high adspend does not deliver sales
                                                                                                                      • Manufacturers seek alternative means to reach consumers
                                                                                                                        • Figure 50: Top ten brands advertised in 2008 and 2009
                                                                                                                      • Seasonality
                                                                                                                        • Figure 51: NPD in new soup ranges vs. main monitored media advertising expenditure on soup. 2006-09
                                                                                                                    • Channels to Market

                                                                                                                      • Key points
                                                                                                                        • Multiple grocers gain distribution share
                                                                                                                          • Figure 52: Retail distribution of soup, by type of outlet, 2005-09
                                                                                                                        • In-store merchandising
                                                                                                                        • The Consumer – Soup Usage

                                                                                                                          • Key points
                                                                                                                            • Penetration of soup continues to fall
                                                                                                                              • Figure 53: Consumption of soup in the last 12 months, by soup format, 2005-09
                                                                                                                              • Figure 54: % changes in soup penetration in past 12 months, by type, 2005-09
                                                                                                                            • Who are the soup lovers?
                                                                                                                              • Figure 55: Consumption of fresh soup in the last 12 months, by demographics, 2009
                                                                                                                              • Figure 56: Consumption of dry packet soup in the last 12 months, by demographics, 2009
                                                                                                                              • Figure 57: Consumption of soup in tins and pouches in the last 12 months, by demographics, 2009
                                                                                                                            • Volume consumption of soup
                                                                                                                              • Figure 58: Most valuable consuimers for volume sales of soup, 2009
                                                                                                                          • The Consumer – Soup Occasions

                                                                                                                            • Key points
                                                                                                                                • Figure 59: Occasions when soup is eaten, January 2010
                                                                                                                              • A soup lunch
                                                                                                                                  • Figure 60: Consumption of soup at lunch, by demographic group, January 2010
                                                                                                                                • Snack time
                                                                                                                                  • A versatile ingredient
                                                                                                                                  • The Consumer – Soup Attitudes and Motivations

                                                                                                                                    • Key points
                                                                                                                                        • Figure 61: Factors taken into account when choosing a soup format, January 2010
                                                                                                                                      • Cost issues
                                                                                                                                        • Soup purchase considerations
                                                                                                                                          • Figure 62: Key priorities when choosing soup, by demographic group, January 2010
                                                                                                                                          • Figure 63: Attitudes towards soup, January 2010
                                                                                                                                        • A store cupboard favourite
                                                                                                                                          • Health issues
                                                                                                                                            • “I’ll be your soup for all seasons”
                                                                                                                                              • Home-prepared options
                                                                                                                                              • Soup Targeting Groups

                                                                                                                                                • Key points
                                                                                                                                                    • Figure 64: Consumer clusters for soup, January 2010
                                                                                                                                                  • Souperstars (12%)
                                                                                                                                                    • Who are they?
                                                                                                                                                      • Attitudes towards soup
                                                                                                                                                        • Soup All Year (23%)
                                                                                                                                                          • Who are they?
                                                                                                                                                            • Attitudes towards soup
                                                                                                                                                              • Un-Souped (30%)
                                                                                                                                                                • Who are they?
                                                                                                                                                                  • Attitudes towards soup
                                                                                                                                                                    • Soup Comfort (35%)
                                                                                                                                                                      • Who are they?
                                                                                                                                                                        • Attitudes towards soup
                                                                                                                                                                        • Appendix

                                                                                                                                                                          • Advertising data
                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                              • Figure 65: Agreement with selected lifestyle statements about food, by demographics, 2009
                                                                                                                                                                              • Figure 66: Agreement with selected lifestyle statements about food, by demographics, 2009
                                                                                                                                                                              • Figure 67: Agreement with selected lifestyle statements about health foods, by demographics, 2009
                                                                                                                                                                              • Figure 68: Agreement with statements about general eating habits, by demographics, March 2010
                                                                                                                                                                              • Figure 69: Agreement with statements about general eating habits, by demographics, March 2010
                                                                                                                                                                              • Figure 70: Agreement with statements about general eating habits, by demographics, March 2010
                                                                                                                                                                              • Figure 71: Trends in cooking habits, May 2009-April 2010
                                                                                                                                                                          • Appendix – Who’s Innovating?

                                                                                                                                                                              • Figure 72: NPD in soups, branded vs own label, 2008-10*
                                                                                                                                                                          • Appendix – The Consumer – Soup Usage

                                                                                                                                                                              • Figure 73: Consumption of soup in the last 12 months, by soup format, 2005-09
                                                                                                                                                                              • Figure 74: Consumption of soup in the past 12 months by type, 2005-09
                                                                                                                                                                              • Figure 75: Usage of soup, by demographics, 2009
                                                                                                                                                                              • Figure 76: Usage of soup, by demographics, 2009
                                                                                                                                                                              • Figure 77: Usage of soup, by demographics, 2009 (continued)
                                                                                                                                                                              • Figure 78: Consumption of soup in the past 12 months by type, by demographics, 2009
                                                                                                                                                                              • Figure 79: Trends and projections in UK population (‘000s), by age group, 2005-15
                                                                                                                                                                          • Appendix – The Consumer – Soup Occasions

                                                                                                                                                                              • Figure 80: Most popular occasions when soup is eaten, by demographics, January 2010
                                                                                                                                                                              • Figure 81: Next most popular occasions when soup is eaten, by demographics, January 2010 (continued)
                                                                                                                                                                              • Figure 82: Occasions when soup is eaten, by demographics, January 2010
                                                                                                                                                                          • Appendix – The Consumer – Soup Attitudes and Motivations

                                                                                                                                                                              • Figure 83: Factors taken into account when choosing a soup format, by demographics, January 2010
                                                                                                                                                                              • Figure 84: Factors taken into account when choosing a soup format, by demographics, January 2010 (continued)
                                                                                                                                                                              • Figure 85: Attitudes towards soup, by demographics, January 2010
                                                                                                                                                                              • Figure 86: Attitudes towards soup, by demographics, January 2010 (continued)
                                                                                                                                                                              • Figure 87: Attitudes towards soup, by demographics, January 2010 (continued)
                                                                                                                                                                              • Figure 88: Attitudes towards soup, by most popular occasions when soup is eaten, January 2010
                                                                                                                                                                              • Figure 89: Attitudes towards soup, by next most popular occasions when soup is eaten, January 2010
                                                                                                                                                                              • Figure 90: Attitudes towards soup, by other occasions when soup is eaten, January 2010
                                                                                                                                                                              • Figure 91: Attitudes towards soup, by most popular factors taken into account when choosing a soup format, January 2010
                                                                                                                                                                              • Figure 92: Attitudes towards soup, by next most popular factors taken into account when choosing a soup format, January 2010 (continued)
                                                                                                                                                                              • Figure 93: Percentage of new product launches with a low sodium claim in selected markets, 2008-April 2010
                                                                                                                                                                          • Appendix – Soup Targeting Groups

                                                                                                                                                                              • Figure 94: Soup target groups, by demographics, January 2010
                                                                                                                                                                              • Figure 95: Occasions when soup is eaten, by target groups, January 2010
                                                                                                                                                                              • Figure 96: Factors taken into account when choosing a soup format, by target groups, January 2010
                                                                                                                                                                              • Figure 97: Attitudes towards soup, by target groups, January 2010

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                          • Atkins Nutritionals, Inc.
                                                                                                                                                                          • Baxters Food Group [Baxters of Speyside]
                                                                                                                                                                          • Birds Eye Foods
                                                                                                                                                                          • Bridgepoint Capital
                                                                                                                                                                          • British Bakeries Ltd
                                                                                                                                                                          • British Heart Foundation
                                                                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                          • BT Group plc
                                                                                                                                                                          • Campbell Soup Company
                                                                                                                                                                          • Campbell's Grocery Products Ltd
                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                          • Duchy Originals
                                                                                                                                                                          • Findus Ltd [UK]
                                                                                                                                                                          • Food Standards Agency
                                                                                                                                                                          • Freeview
                                                                                                                                                                          • General Mills Inc
                                                                                                                                                                          • Ginsters
                                                                                                                                                                          • HJ Heinz Company UK
                                                                                                                                                                          • HomeChoice
                                                                                                                                                                          • Innocent Drinks Ltd
                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                          • London Stock Exchange plc
                                                                                                                                                                          • Marco Pierre White
                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                          • Mars Incorporated
                                                                                                                                                                          • mmO2 plc
                                                                                                                                                                          • Netto Foodstores Ltd
                                                                                                                                                                          • New Covent Garden Food Co
                                                                                                                                                                          • Orange plc (UK)
                                                                                                                                                                          • Outdoor Advertising Association of Great Britain
                                                                                                                                                                          • Premier Foods plc
                                                                                                                                                                          • Pret A Manger
                                                                                                                                                                          • Seeds of Change
                                                                                                                                                                          • Simply Organic
                                                                                                                                                                          • Somerfield
                                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                          • Unilever Bestfoods UK Ltd
                                                                                                                                                                          • Virgin Media Ltd
                                                                                                                                                                          • Virgin Mobile
                                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                                          • Waitrose
                                                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                                                          Soup - UK - May 2010

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