Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Soup - US - April 2013

“Soup finds its largest draw among consumers aged 45+. This is a strength of the category, given the hefty purchasing power of Baby Boomers who make up a large percentage of this group. However, growing consumption among young consumers will be important in maximizing sales and nurturing a loyal user base.”

– Beth Bloom, Food and Drink Analyst

Some questions answered in this report include:

  • How can the category overcome sales stagnation?
  • How can the category combat a poor perception of health?
  • How can the category grow sales among young consumers?
  • How can the category grow participation among non-white consumers?

 

Soup is purchased by 92% of U.S. households, a sign of strong consumer acceptance of the category. Personal consumption drops to 84%, meaning many shoppers who indicate soup purchase are doing so for other members of their household, rather than for themselves. While products in the category benefit from convenience, ease of use, versatility, and the perception of affordability, soup struggles to stay relevant in the lives of consumers, especially young consumers who under index in category participation. Soup sales are slowly recovering from a dip experienced immediately following the start of the recession in 2008. While consumer response indicates the perception of soup as being an affordable food option, sales performance indicates that shoppers may have turned away from the category due to increases in cooking from scratch. Among the respondents to Mintel’s custom consumer survey who do not purchase soup, the largest percentage (34%) indicate it’s because they prefer to make it themselves at home. The pursuit of healthier food options seen among U.S. consumers over the past few years likely charged this behavior.

For the purposes of this report, soup is defined as including the following:

  • Ready-to-serve (RTS) wet soup—canned or refrigerated soup that does not require additional ingredients
  • Condensed wet soup—soup that can be used as is in recipes or needs to have water or milk added to use as traditional soup
  • Dry soup mixes—dehydrated and requiring the addition of water to cook; most of these require simmering, although some are instant and need only be stirred. Includes bouillon and ramen noodle soup mixes
  • RTS broth—flavored water with some form of meat, fish, or vegetable; used as a base for soups and sauces
  • Refrigerated soup—soup that must be refrigerated to maintain freshness and heated to serve, but no added ingredients
  • Frozen soup—soup that requires thawing and heating, but no added ingredients.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of soup, at current prices, 2007-17
                        • Market segmentation
                          • Figure 2: Total U.S. retail sales of soup, by segment percent, at current prices, 2012
                          • Figure 3: Total U.S. retail sales of soup, by segment, at current prices, 2010 and 2012
                        • Leading companies
                          • Figure 4: MULO sales of soup, by leading companies, rolling 52 weeks 2012 and 2013
                        • Retail channels
                          • Figure 5: Total U.S. retail sales of soup, by channel, at current prices, 2010-12
                        • Innovation
                          • Figure 6: Soup launches, by launch type, 2008-12
                        • The consumer
                          • Figure 7: Soup purchase for self, by age, December 2012
                          • Figure 8: Soup purchase for self, December 2012
                        • Soup’s on, for lunch
                          • Figure 9: Top five soup consumption occasions, December 2012
                        • Price rises to the top of important attributes
                          • Figure 10: Important attributes, December 2012
                        • What we think
                        • Issues in the Market

                            • How can the category overcome sales stagnation?
                              • How can the category combat a poor perception of health?
                                • How can the category grow sales among young consumers?
                                  • How can the category grow participation among non-white consumers?
                                  • Insights and Opportunities

                                    • Expand product lines to meet consumer needs
                                      • Increase consumption occasions
                                        • Figure 11: Canned or packaged soup, broth, and stock, by gender, August 2011-August 2012
                                      • Providing options for snacking and full meals
                                        • Specify soup options for various day parts
                                          • Develop a range of all-in-ones as well as soup starters
                                            • Soup for health
                                              • Present soup as a weight loss aid
                                                • Figure 12: Watching your diet (for health or weight), August 2011-August 2012
                                                • Figure 13: Watching your diet (for health or weight), August 2011-August 2012
                                              • Address sodium concerns
                                                • Put the focus on adding flavor, not reducing salt
                                                  • Inspire a soup renaissance
                                                    • Soup brings people together
                                                      • Figure 14: Per household expenditures on soup, at current prices, 2007-12
                                                    • Soup tells the story of people…
                                                      • … and their history
                                                      • Trend Applications

                                                          • Trend: Carnivore, Herbivore...Locavore
                                                            • Trend: The Nouveau Poor
                                                              • Figure 15: Canned or packaged soup and broth, April 2007-June 2012
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Soup slowly recovers from recession
                                                                • Sales and forecast of soup
                                                                  • Figure 16: Total U.S. retail sales and forecast of soup, at current prices, 2007-17
                                                                  • Figure 17: Total U.S. retail sales and forecast of soup, at inflation-adjusted prices, 2007-17
                                                                • Fan chart forecast
                                                                    • Figure 18: Total U.S. retail sales and fan chart forecast of soup, at current prices, 2007-17
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Expanded foodservice offerings challenge category appeal
                                                                      • Restaurant sales on the upswing
                                                                        • Convenient foodservice options expand
                                                                          • Cooking at home
                                                                            • Difficult climate for soup sales
                                                                              • Figure 19: Soup behavior, by gender, December 2012
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Category leaders lead category losses
                                                                                • Sales of soup, by segment
                                                                                  • Figure 20: Total U.S. retail sales of soup, by segment, at current prices, 2010 and 2012
                                                                              • Segment Performance—Ready-to-serve Wet Soup

                                                                                • Key points
                                                                                  • RTS wet soup leads category sales and category declines
                                                                                    • Sales of RTS wet soup
                                                                                      • Figure 21: Total U.S. retail sales and forecast of ready-to-serve wet soup, at current prices, 2007-17
                                                                                  • Segment Performance—Condensed Wet Soup

                                                                                    • Key points
                                                                                      • Condensed wet soup struggles, sales decline by 12% from 2007-12
                                                                                        • Sales of condensed wet soup
                                                                                          • Figure 22: Total U.S. retail sales and forecast of condensed wet soup, at current prices, 2007-17
                                                                                      • Segment Performance—Dry Soup

                                                                                        • Key points
                                                                                          • Dry soup sales grow 19% from 2007-12 to reach $1.6 billion
                                                                                            • Sales of dry soup
                                                                                              • Figure 23: Total U.S. retail sales and forecast of dry soup, at current prices, 2007-17
                                                                                          • Segment Performance—Wet Stock/Broth

                                                                                            • Key points
                                                                                              • Wet broth/stock sales grow 37% from 2007-12 to reach $968 million
                                                                                                • Sales of wet broth/stock
                                                                                                  • Figure 24: Total U.S. retail sales and forecast of wet broth/stock, at current prices, 2007-17
                                                                                              • Segment Performance—Refrigerated Fresh Soup

                                                                                                • Key points
                                                                                                  • Refrigerated soup sales grow 36% from 2007-12 to reach $206 million
                                                                                                    • Sales of refrigerated fresh soup
                                                                                                      • Figure 25: Total U.S. retail sales and forecast of refrigerated fresh soup, at current prices, 2007-17
                                                                                                  • Segment Performance—Frozen Soup

                                                                                                    • Key points
                                                                                                      • Frozen soup sales grow 39% from 2007-12 to reach $54 million
                                                                                                        • Sales of frozen soup
                                                                                                          • Figure 26: Total U.S. retail sales and forecast of frozen soup, at current prices, 2007-17
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Supermarkets lead soup sales
                                                                                                            • Sales of soup, by channel
                                                                                                              • Figure 27: Total U.S. retail sales of soup, by channel, at current prices, 2010-12
                                                                                                            • Supermarkets find strength in selection
                                                                                                              • Supermarket sales of soup
                                                                                                                • Figure 28: U.S. supermarket sales of soup, at current prices, 2007-12
                                                                                                              • Drug stores struggle with soup sales
                                                                                                                • Drug store sales of soup
                                                                                                                  • Figure 29: U.S. drug store sales of soup, at current prices, 2007-12
                                                                                                                • “Other” channels see strong growth
                                                                                                                  • “Other” channel sales of soup
                                                                                                                    • Figure 30: U.S. sales of soup, through other retail channels, at current prices, 2007-12
                                                                                                                • Retail Channels—Natural Supermarkets

                                                                                                                  • Key points
                                                                                                                    • Natural channel sales showing strong growth, reach $71.1 million
                                                                                                                      • Sales of soup in the natural channel
                                                                                                                        • Figure 31: Natural supermarket sales of soup, at current prices, 2010-12*
                                                                                                                        • Figure 32: Natural supermarket sales of soup, at inflation-adjusted prices, 2010-12*
                                                                                                                      • Natural channel sales of soup by segment
                                                                                                                        • Figure 33: Natural supermarket sales of soup, by segment, 2010 and 2012*
                                                                                                                      • Brands of note
                                                                                                                        • Natural channel sales of organic soup
                                                                                                                          • Figure 34: Natural supermarket sales of soup, by organic, 2010 and 2012*
                                                                                                                        • Natural channel sales of gluten-free soup
                                                                                                                          • Figure 35: Natural supermarket sales of soup, by gluten-free, 2010 and 2012*
                                                                                                                      • Leading Companies

                                                                                                                        • Key points
                                                                                                                          • Campbell leads soup sales, dwarfs all others
                                                                                                                            • Manufacturer sales of soup
                                                                                                                              • Figure 36: MULO sales of soup, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                          • Brand Share—RTS Wet Soup

                                                                                                                            • Key points
                                                                                                                              • Progresso gains on Campbell’s in RTS wet soup sales
                                                                                                                                • Leading companies' MULO sales of RTS wet soup
                                                                                                                                  • Figure 37: MULO sales of ready-to-serve wet soup, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                              • Brand Share—Condensed Wet Soup

                                                                                                                                • Key points
                                                                                                                                  • Campbell represents 81.4% of condensed wet soup sales
                                                                                                                                    • Leading companies' MULO sales of condensed wet soup
                                                                                                                                      • Figure 38: MULO sales of condensed wet soup, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                  • Brand Share—Dry Soup

                                                                                                                                    • Key points
                                                                                                                                      • Maruchan leads dry soup segment with 38.9% of MULO sales
                                                                                                                                        • Leading companies' MULO sales of dry soup
                                                                                                                                          • Figure 39: MULO sales of dry soup, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                      • Brand Share—Wet Broth/Stock

                                                                                                                                        • Key points
                                                                                                                                          • Campbell brands represent half of MULO sales of wet broth/stock
                                                                                                                                            • Leading companies' MULO sales of wet broth/stock
                                                                                                                                              • Figure 40: MULO sales of wet broth/stock, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                          • Brand Share—Refrigerated Soup

                                                                                                                                            • Key points
                                                                                                                                              • Private label dominates refrigerated soup sales
                                                                                                                                                • Leading companies' MULO sales of refrigerated soup
                                                                                                                                                  • Figure 41: MULO sales of refrigerated soup, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                              • Brand Share—Frozen Soup

                                                                                                                                                • Key points
                                                                                                                                                  • Small size of frozen soup category lends to sales volatility
                                                                                                                                                    • Leading companies' MULO sales of frozen soup
                                                                                                                                                      • Figure 42: MULO sales of frozen soup, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                                                                  • Innovations and Innovators

                                                                                                                                                    • Packaging leads soup innovation
                                                                                                                                                      • Figure 43: Soup launches, by launch type, 2008-12
                                                                                                                                                    • Convenience and natural ingredients top list of new product claims
                                                                                                                                                      • Reduced sodium
                                                                                                                                                        • Natural/organic
                                                                                                                                                          • Figure 44: Soup launches, by top 10 claims, 2008-12
                                                                                                                                                        • Flavor
                                                                                                                                                          • Ethnic-inspired
                                                                                                                                                            • Regional
                                                                                                                                                              • Inspiration from other food
                                                                                                                                                                • Homestyle
                                                                                                                                                                  • Campbell’s aims to attract attention by offering more…
                                                                                                                                                                    • Figure 45: Soup launches, by top 10 companies, 2008-12
                                                                                                                                                                  • …while store brands go beyond the basics
                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                    • Overview of brand landscape
                                                                                                                                                                      • Brand analysis: Campbell’s
                                                                                                                                                                        • Figure 46: Brand analysis of Campbell’s, 2013
                                                                                                                                                                      • Online initiatives
                                                                                                                                                                        • Figure 47: Campbell’s Kitchen Page, 2013
                                                                                                                                                                      • TV presence
                                                                                                                                                                        • Figure 48: Campbell’s Soup TV ad, “Simple Beginnings,” 2012
                                                                                                                                                                      • Brand analysis: Campbell’s Chunky
                                                                                                                                                                        • Figure 49: Brand analysis of Campbell’s Chunky, 2013
                                                                                                                                                                      • Online initiatives
                                                                                                                                                                        • Figure 50: Campbell’s Chunky Twitter Page, 2012
                                                                                                                                                                        • Figure 51: Campbell’s Chunky Facebook Page, 2012
                                                                                                                                                                      • TV presence
                                                                                                                                                                        • Figure 52: Campbell’s Chunky TV ad, “Perfect For Two,” 2012
                                                                                                                                                                      • Brand analysis: Progresso
                                                                                                                                                                        • Figure 53: Brand analysis of Progresso, 2013
                                                                                                                                                                      • Online initiatives
                                                                                                                                                                        • TV presence
                                                                                                                                                                          • Figure 54: Progresso TV ad, “White Lie,” 2012
                                                                                                                                                                        • Brand analysis: Progresso Light
                                                                                                                                                                          • Figure 55: Brand analysis of Progresso Light, 2013
                                                                                                                                                                        • TV presence
                                                                                                                                                                          • Figure 56: Progresso Light TV ad, “It Fits,” 2012
                                                                                                                                                                        • Online initiatives
                                                                                                                                                                          • Figure 57: Progresso Facebook Post, 2013
                                                                                                                                                                          • Figure 58: Progresso Light TV ad, “AMAZING,” 2012
                                                                                                                                                                      • Social Media—Soup

                                                                                                                                                                          • Social media metrics
                                                                                                                                                                            • Figure 59: Key performance indicators, March 2013
                                                                                                                                                                          • Market overview
                                                                                                                                                                            • Brand usage and awareness
                                                                                                                                                                              • Figure 60: Personal awareness of soup brands, December 2012
                                                                                                                                                                            • Interaction with soup brands
                                                                                                                                                                              • Figure 61: Interaction with soup brands, November 2012
                                                                                                                                                                            • Online conversations
                                                                                                                                                                              • Figure 62: Selected soup brands’ share of conversations, Jan. 27-Feb. 26, 2013
                                                                                                                                                                              • Figure 63: Conversations on selected soup brands, by brand by day, Jan. 27-Feb. 26, 2013
                                                                                                                                                                            • Where are people talking about soup brands?
                                                                                                                                                                              • Figure 64: Selected soup brands’ share of brand conversations, by page type, Jan. 27-Feb. 26, 2013
                                                                                                                                                                            • What are people talking about?
                                                                                                                                                                              • Figure 65: Topics of conversations concerning soup brands, Jan. 27-Feb. 26, 2013
                                                                                                                                                                              • Figure 66: Topics of conversation regarding selected soup brands, by day, Jan. 27-Feb. 26, 2013
                                                                                                                                                                              • Figure 67: Types of conversation regarding selected soup brands, by type of website, Jan. 27-Feb. 26, 2013
                                                                                                                                                                            • Analysis by brand
                                                                                                                                                                              • Progresso
                                                                                                                                                                                • Figure 68: Progresso—key social media indicators, March 1, 2013
                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                • What we think
                                                                                                                                                                                  • Campbell’s Go
                                                                                                                                                                                    • Figure 69: Campbell’s Go—key social media indicators, March 1, 2013
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                      • Campbell’s Chunky Soup
                                                                                                                                                                                        • Figure 70: Campbell’s Chunky Soup—key social media indicators, March 1, 2013
                                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Campbell’s Condensed Soup
                                                                                                                                                                                            • Figure 71: Campbell’s Condensed Soup—key social media indicators, March 1, 2013
                                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                                            • What we think
                                                                                                                                                                                              • Swanson
                                                                                                                                                                                                • Figure 72: Swanson—key social media indicators, March 1, 2013
                                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                                • What we think
                                                                                                                                                                                                  • College Inn Broth
                                                                                                                                                                                                    • Figure 73: College Inn Broth—key social media indicators, March 1, 2013
                                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                                    • What we think
                                                                                                                                                                                                    • Purchase and Consumption

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Women are more likely soup shoppers/eaters, men favor convenience
                                                                                                                                                                                                          • Figure 74: Soup purchase, by gender, December 2012
                                                                                                                                                                                                          • Figure 75: Soup purchase for self, by gender, December 2012
                                                                                                                                                                                                        • Consumption highest among 45+, young shoppers like convenience
                                                                                                                                                                                                          • Figure 76: Soup purchase for self, by age, December 2012
                                                                                                                                                                                                        • Soup equal opportunity, kinds vary by income
                                                                                                                                                                                                          • Figure 77: Soup purchase, by household income, December 2012
                                                                                                                                                                                                        • Soup hot among singles
                                                                                                                                                                                                          • Figure 78: Soup purchase for self, by household size, December 2012
                                                                                                                                                                                                        • Soup starters may be place to start for nonparticipants
                                                                                                                                                                                                          • Figure 79: Reasons for not purchasing soup, December 2012
                                                                                                                                                                                                      • Consumption Occasion

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Women turn to soup as a meal replacement, men as snack/meal part
                                                                                                                                                                                                            • Figure 80: Soup consumption occasion, by gender, December 2012
                                                                                                                                                                                                            • Figure 81: Soup behavior, by gender, December 2012
                                                                                                                                                                                                          • Young consumers are soup snackers, want little fuss
                                                                                                                                                                                                            • Figure 82: Soup consumption occasion, by age, December 2012
                                                                                                                                                                                                            • Figure 83: Soup behavior, by age, December 2012
                                                                                                                                                                                                          • Higher income earning HHs open to cooking with soup
                                                                                                                                                                                                            • Figure 84: Soup behavior, by household income, December 2012
                                                                                                                                                                                                          • Large households more likely to use soup as meal replacement
                                                                                                                                                                                                            • Figure 85: Soup consumption occasion, by household size, December 2012
                                                                                                                                                                                                            • Figure 86: Soup behavior, by household size, December 2012
                                                                                                                                                                                                        • Important Attributes

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Price rises to the top of important attributes, men want meat
                                                                                                                                                                                                              • Figure 87: Your attitudes, opinions and interests, August 2011-August 2012
                                                                                                                                                                                                              • Figure 88: Important attributes, by gender, December 2012
                                                                                                                                                                                                            • Young consumers drawn to health/convenience, sodium concerns 55+
                                                                                                                                                                                                              • Figure 89: Important attributes, by age, December 2012
                                                                                                                                                                                                              • Figure 90: Soup behavior, by age, December 2012
                                                                                                                                                                                                            • Price especially a factor among lowest income earners
                                                                                                                                                                                                              • Figure 91: Important attributes, by household income, December 2012
                                                                                                                                                                                                            • Wet RTE seen as affordable
                                                                                                                                                                                                              • Figure 92: Important attributes, by soup purchase, December 2012
                                                                                                                                                                                                          • Attitudes Toward Soup

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Convenience
                                                                                                                                                                                                                • Older consumers value soup at-home, young consumers on-the-go
                                                                                                                                                                                                                  • Figure 93: Attitudes toward soup, by age, December 2012
                                                                                                                                                                                                                • Canned soup is a pantry staple for older consumers, women, and small HHs
                                                                                                                                                                                                                  • Figure 94: Soup behavior, by age, December 2012
                                                                                                                                                                                                                  • Figure 95: Soup behavior, by gender, December 2012
                                                                                                                                                                                                                  • Figure 96: Soup behavior, by household size, December 2012
                                                                                                                                                                                                                • Health
                                                                                                                                                                                                                  • Health attributes more prominent among women
                                                                                                                                                                                                                    • Figure 97: Attitudes toward soup, by gender, December 2012
                                                                                                                                                                                                                    • Figure 98: Soup behavior, by gender, December 2012
                                                                                                                                                                                                                  • Young consumers critical about soup health
                                                                                                                                                                                                                    • Figure 99: Attitudes toward soup, by age, December 2012
                                                                                                                                                                                                                    • Figure 100: Soup behavior, by age, December 2012
                                                                                                                                                                                                                  • Soup meets health needs of low income households
                                                                                                                                                                                                                    • Figure 101: Attitudes toward soup, by household income, December 2012
                                                                                                                                                                                                                  • Flavor
                                                                                                                                                                                                                    • Flavor expansion represents opportunity for growth
                                                                                                                                                                                                                      • Figure 102: Attitudes toward soup, by gender, December 2012
                                                                                                                                                                                                                    • Expanded international offerings should appeal to young consumers
                                                                                                                                                                                                                      • Figure 103: Attitudes toward soup, by age, December 2012
                                                                                                                                                                                                                    • Soup starters may be affordable meal option for low income households
                                                                                                                                                                                                                      • Figure 104: Attitudes toward soup, by household income, December 2012
                                                                                                                                                                                                                    • Price
                                                                                                                                                                                                                      • Men slightly more price conscious than women
                                                                                                                                                                                                                        • Figure 105: Attitudes toward soup, by gender, December 2012
                                                                                                                                                                                                                      • Under 45s least swayed by brand
                                                                                                                                                                                                                        • Figure 106: Attitudes toward soup, by age, December 2012
                                                                                                                                                                                                                      • Lower income earners driven by price, open to store brands
                                                                                                                                                                                                                        • Figure 107: Attitudes toward soup, by household income, December 2012
                                                                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Room for growth among non-white consumers
                                                                                                                                                                                                                          • Figure 108: Soup purchase, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                          • Figure 109: Soup purchase for self, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                        • Alternative consumption occasions may grow soup appeal
                                                                                                                                                                                                                          • Figure 110: Soup consumption occasion, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                        • Family focus may resonate with Hispanic shoppers
                                                                                                                                                                                                                          • Figure 111: Soup behavior, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                        • Blacks drawn to health, while Asians are swayed by quality
                                                                                                                                                                                                                          • Figure 112: Important attributes, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                        • Hispanics are warm on soup, Asians drawn to packaging innovation
                                                                                                                                                                                                                          • Figure 113: Agreement with attitudes toward soup, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                          • Figure 114: Soup behavior, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                      • Custom Consumer Group: Households with Children

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Soup appears as a convenience among HHs with children
                                                                                                                                                                                                                            • Figure 115: Soup purchase, by presence of children in household, December 2012
                                                                                                                                                                                                                          • Teens and older children more likely candidates for soup consumption
                                                                                                                                                                                                                              • Figure 116: Soup purchase, by parents with children and age, December 2012
                                                                                                                                                                                                                              • Figure 117: Soup, by age, April 2011-June 2012
                                                                                                                                                                                                                            • HHs with children over index across most consumption occasions
                                                                                                                                                                                                                                • Figure 118: Soup consumption occasion, by presence of children in household, December 2012
                                                                                                                                                                                                                              • Product claims important among HHs with children
                                                                                                                                                                                                                                • Figure 119: Important attributes, by presence of children in household, December 2012
                                                                                                                                                                                                                              • HHs with children OK with convenience/health/price, want more flavor
                                                                                                                                                                                                                                  • Figure 120: Agreement with attitudes toward soup, by presence of children in household, December 2012
                                                                                                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                  • Overview of soup
                                                                                                                                                                                                                                    • Condensed wet soup
                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—condensed wet soup
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 121: Brand map, selected brands of condensed wet soup, by household penetration, 2012*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 122: Key purchase measures for the top brands of condensed wet soup, by household penetration, 2012*
                                                                                                                                                                                                                                          • RTS wet soup
                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—RTS wet soup
                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                • Figure 123: Brand map, selected brands of RTS wet soup buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                  • Figure 124: Key purchase measures for the top brands of RTS wet soup, by household penetration, 2012*
                                                                                                                                                                                                                                                • Dry soup
                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—dry soup
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 125: Brand map, selected brands of dry soup buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 126: Key purchase measures for the top brands of dry soup, by household penetration, 2012*
                                                                                                                                                                                                                                                    • Appendix: Food and Drink Market Drivers

                                                                                                                                                                                                                                                      • Consumer confidence
                                                                                                                                                                                                                                                        • Figure 127: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                      • Unemployment
                                                                                                                                                                                                                                                        • Figure 128: U.S. Unemployment rate, by month, 2002-13
                                                                                                                                                                                                                                                        • Figure 129: U.S. Unemployment and under-employment rates, 2007-13
                                                                                                                                                                                                                                                        • Figure 130: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                                      • Food cost pressures
                                                                                                                                                                                                                                                        • Figure 131: Changes in USDA Food Price Indexes, 2011 through 2013, Feb. 25, 2013
                                                                                                                                                                                                                                                      • Obesity
                                                                                                                                                                                                                                                        • Figure 132: U.S. Obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                                      • Childhood and teen obesity—highest in decades
                                                                                                                                                                                                                                                        • Figure 133: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                      • Racial, ethnic population growth
                                                                                                                                                                                                                                                        • Figure 134: Population, by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                        • Figure 135: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                      • Shifting U.S. demographics
                                                                                                                                                                                                                                                        • Figure 136: Population, by age, 2008-18
                                                                                                                                                                                                                                                        • Figure 137: Households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                    • Appendix: Social Media

                                                                                                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                                                                                                        • Figure 138: Brand usage or awareness, November 2012
                                                                                                                                                                                                                                                        • Figure 139: Campbell’s condensed soup usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 140: Progresso usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 141: Swanson usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 142: College inn usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 143: Campbell’s chunky soup usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 144: Campbell’s go usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                                                                        • Figure 145: Activities done, November 2012
                                                                                                                                                                                                                                                        • Figure 146: Campbell's condensed soup – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 147: Progresso – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 148: Swanson's – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 149: College inn – Activities done, by demographics November 2012
                                                                                                                                                                                                                                                        • Figure 150: Campbells' Chunky soup – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                        • Figure 151: Campbell's Go – Activities done, by demographics, November 2012
                                                                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                                                                        • Figure 152: Selected soup brands’ share of conversations, Jan. 27-Feb. 26, 2013
                                                                                                                                                                                                                                                        • Figure 153: Conversations on selected soup brands, by brand by day, Jan. 27-Feb. 26, 2013
                                                                                                                                                                                                                                                        • Figure 154: Topics of conversations concerning soup brands, Jan. 27-Feb. 26, 2013
                                                                                                                                                                                                                                                        • Figure 155: Topics of conversation regarding selected soup brands, by day, Jan. 27-Feb. 26, 2013
                                                                                                                                                                                                                                                        • Figure 156: Types of conversation regarding selected soup brands, by type of website, Jan. 27-Feb. 26, 2013
                                                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                      • Purchase and consumption
                                                                                                                                                                                                                                                        • Figure 157: Soup purchase for self, by gender and age, December 2012
                                                                                                                                                                                                                                                        • Figure 158: Soup purchase, December 2012
                                                                                                                                                                                                                                                      • Consumption occasion
                                                                                                                                                                                                                                                        • Figure 159: Soup consumption occasion, by gender and age, December 2012
                                                                                                                                                                                                                                                        • Figure 160: Soup consumption occasion, by household income, December 2012
                                                                                                                                                                                                                                                        • Figure 161: Soup behavior, by household income, December 2012
                                                                                                                                                                                                                                                        • Figure 162: Soup behavior, by household size, December 2012
                                                                                                                                                                                                                                                      • Important attributes
                                                                                                                                                                                                                                                        • Figure 163: Important attributes, December 2012
                                                                                                                                                                                                                                                      • Attitudes toward soup
                                                                                                                                                                                                                                                        • Figure 164: Attitudes toward soup, December 2012
                                                                                                                                                                                                                                                        • Figure 165: Agreement with attitudes toward soup, by household size, December 2012
                                                                                                                                                                                                                                                        • Figure 166: Agreement with attitudes toward soup, by parents with children and age, December 2012
                                                                                                                                                                                                                                                        • Figure 167: Agreement with attitudes toward soup, by soup purchase, December 2012
                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                      Soup - US - April 2013

                                                                                                                                                                                                                                                      US $3,995.00 (Excl.Tax)