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Soup - US - January 2010

This report explores the soup market—identifying key developments that are changing consumer habits and usage with consideration of the current economic climate, shifts in consumer behavior and health/wellness trends.

The report considers a range of topics, including the following:

  • The size of the market and its potential for growth
  • The impact of the recession on segment performance and consumer’s choices in retail destinations
  • Opportunities for soup manufacturers to maximize growth in smaller segments and innovations such as soup for breakfast
  • Discussion of how market players can target consumers by spinning soup’s health message while downplaying its sodium content
  • The impact of competitive threats during both the lunch and dinner hour, as well as, the impact of foodservice
  • The effect of demographic shifts on the market, with particular focus on age and race/Hispanic origin
  • Insight into how brand qualities of select brands and segments demonstrate how ingredients matter
  • Innovations among soup manufacturers that tap into health trends—offering health by subtraction (e.g., low/no positioning), convenient nutrition and natural/organic ingredient sourcing
  • Advertising and promotional strategies being employed to attract consumers and position players as the healthy brand

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Table of contents

  1. Scope and Themes

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

                      • Recession is a favorable market influence
                        • Soup market hindered by other lunch and dinner options
                          • “Cooking” soup segments offer growth during recession
                            • Supermarkets are leading soup retailer
                              • Influential demographics—age and Hispanic origin
                                • Soup giants struggle, private label sales thrive
                                  • Brand qualities: Ingredients matter
                                    • Soup innovators and innovations
                                      • Advertising and promotion activity
                                        • Who is eating soup and when do they eat it?
                                          • What kind of soup is popular and what are important selection factors?
                                            • What do consumers look for in healthy soup?
                                            • Insights and Opportunities

                                              • Key points
                                                • Bring attention to frozen soup
                                                  • Soup as a snack
                                                    • Driving the value of refrigerated soup
                                                      • Co-branding a combo meal
                                                        • Regional flavors
                                                          • Embracing ethnic influences
                                                            • Salt is the new trans fat, can soup adapt?
                                                              • Opportunity: Soup for breakfast
                                                                  • Figure 1: Interest in soup for breakfast, by select demographics, October 2009
                                                              • Inspire Insights

                                                                  • Snack Society
                                                                    • What’s it about?
                                                                      • What we’ve seen
                                                                        • Specifics
                                                                          • Implications
                                                                            • Are Those Celery Sticks or French Fries?
                                                                              • What’s it about?
                                                                                • What we’ve seen
                                                                                  • Food for thought
                                                                                    • Implications
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Recession gives market a slight boost
                                                                                          • Rising cost of food
                                                                                            • More people cooking at home
                                                                                              • Rise of private label
                                                                                                • Soup sales and forecast
                                                                                                  • Figure 2: Total U.S. retail sales of soup, at current prices, 2004-14
                                                                                                  • Figure 3: Total U.S. retail sales of soup, at inflation-adjusted prices, 2004-14
                                                                                                • Walmart sales
                                                                                                • Competitive Context

                                                                                                  • Overview
                                                                                                    • Lunchtime competition
                                                                                                        • Figure 4: Weekday lunchtime usage, usage frequency, and mean use, by location, November 2008
                                                                                                      • Lunch at home
                                                                                                        • The brown bag lunch
                                                                                                          • Figure 5: Usage of refrigerated food, by type of food, September 2007
                                                                                                        • Dinnertime competition
                                                                                                          • Figure 6: What consumers do for dinner, November 2007
                                                                                                        • The foodservice factor
                                                                                                        • Segment Performance

                                                                                                          • Key points
                                                                                                            • Recession helps segments rise above inflation
                                                                                                              • Sales of soup in FDMx
                                                                                                                • Figure 7: FDMx sales of soup, at current prices, 2004-14
                                                                                                                • Figure 8: FDMx sales of soup, at inflation-adjusted prices, 2004-14
                                                                                                              • Sales of soup, by segment
                                                                                                                • Figure 9: FDMx sales of soup, by type, 2007 and 2009
                                                                                                            • Segment Performance—Ready-to-serve Wet Soup

                                                                                                              • Key points
                                                                                                                • Innovation of BFY soup garners short-term attention
                                                                                                                  • Sales and forecast of ready-to-serve wet soup
                                                                                                                    • Figure 10: FDMx sales of ready-to-serve wet soup, 2004-14
                                                                                                                • Segment Performance—Condensed Wet Soup

                                                                                                                  • Key points
                                                                                                                    • Condensed soup—the old faithful
                                                                                                                      • Sales and forecast of condensed wet soup
                                                                                                                        • Figure 11: FDMx sales and forecast of condensed wet soup, 2004-14
                                                                                                                    • Segment Performance—Dry Soup

                                                                                                                      • Key points
                                                                                                                        • Recession provides boost to sales
                                                                                                                          • Sales and forecast of dry soup
                                                                                                                            • Figure 12: FDMx sales and forecast of dry soup, 2004-14
                                                                                                                        • Segment Performance—Ready-to-serve Broth

                                                                                                                          • Key points
                                                                                                                            • Innovation necessary to sustain strong growth trend
                                                                                                                              • Sales and forecast of ready-to-serve broth
                                                                                                                                • Figure 13: FDMx sales and forecast of ready-to-serve broth, 2004-14
                                                                                                                            • Segment Performance—Refrigerated Soup

                                                                                                                              • Key points
                                                                                                                                • Advantage: Freshness and health
                                                                                                                                  • Sales and forecast of refrigerated soup
                                                                                                                                    • Figure 14: FDMx sales and forecast of refrigerated soup, 2004-14
                                                                                                                                • Segment Performance—Frozen Soup

                                                                                                                                  • Key points
                                                                                                                                    • Competition in the freezer case
                                                                                                                                        • Figure 15: Frozen soup product launches, 2005-09
                                                                                                                                      • Sales and forecast of frozen soup
                                                                                                                                        • Figure 16: FDMx sales and forecast of frozen soup, 2004-14
                                                                                                                                    • Retail Channels

                                                                                                                                      • Key points
                                                                                                                                        • Soup is a supermarket staple; mass retailers offer value
                                                                                                                                          • Sales of soup, by channel
                                                                                                                                            • Figure 17: Total U.S. sales of soup, by channel, 2008 and 2009
                                                                                                                                        • Retail Channels—Supermarkets

                                                                                                                                          • Key points
                                                                                                                                            • Competition challenges supermarkets
                                                                                                                                              • Supermarkets finding success in private label programs
                                                                                                                                                • Supermarket/food stores’ sales of soup
                                                                                                                                                  • Figure 18: Total U.S. supermarket/food stores’ sales of soup, 2004-09
                                                                                                                                              • Retail Channels—Drug and Other

                                                                                                                                                • Key points
                                                                                                                                                  • Target focuses on tiered private label brands to appeal to all consumers
                                                                                                                                                    • Drug and other stores’ sales of soup
                                                                                                                                                      • Figure 19: Total U.S. drug and other stores’ sales of soup, 2004-09
                                                                                                                                                  • Retail Channels—Natural Foods Supermarkets

                                                                                                                                                    • Key points
                                                                                                                                                      • Sales of soup in the natural channel
                                                                                                                                                        • Implications
                                                                                                                                                          • Figure 20: Natural supermarket sales of soup, at current prices, 2007-09
                                                                                                                                                          • Figure 21: Natural supermarket sales of soup, at inflation-adjusted prices, 2007-09
                                                                                                                                                        • Natural channel sales by segment
                                                                                                                                                          • Figure 22: Natural supermarket sales of soup, by segment, 2007 and 2009
                                                                                                                                                        • Hain Celestial accounts for 22.5% of soup sales in natural markets
                                                                                                                                                            • Figure 23: Manufacturer brand natural supermarket sales of soup 2007 and 2009
                                                                                                                                                          • Natural channel sales of soup by organic content
                                                                                                                                                            • Figure 24: Natural supermarket sales of soup, by organic, 2007 and 2009
                                                                                                                                                        • Market Drivers

                                                                                                                                                          • Baby Boomers key consumers; Millennials offer growth potential
                                                                                                                                                            • Figure 25: Usage of soup, by age, April 2008-June 2009
                                                                                                                                                            • Figure 26: Quantity of soup products in the home, by age, October 2009
                                                                                                                                                            • Figure 27: Population aged 18 or older, 2004-14
                                                                                                                                                          • Usage among the fastest-growing ethnic groups lags
                                                                                                                                                            • Figure 28: Usage of soup, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                            • Figure 29: Population by race and Hispanic origin, 2004-14
                                                                                                                                                        • Leading Companies

                                                                                                                                                          • Key points
                                                                                                                                                            • Three suppliers dominate market…
                                                                                                                                                              • … but private label has growth momentum
                                                                                                                                                                • Manufacturer sales of soup
                                                                                                                                                                  • Figure 30: FDMx sales of soup, by manufacturer, 2008-09
                                                                                                                                                              • Brand Share—Ready-to-serve Wet Soup

                                                                                                                                                                • Key points
                                                                                                                                                                  • BFY brands pose shift in sales
                                                                                                                                                                    • Manufacturer sales of ready-to-serve wet soup
                                                                                                                                                                      • Figure 31: FDMx sales of ready-to-serve wet soup, by manufacturer and brand, 2008-09
                                                                                                                                                                  • Brand Share—Condensed Wet Soup

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Campbell Soup brands offers characters for kids and health for adults
                                                                                                                                                                        • Private label benefits from trade down
                                                                                                                                                                          • Manufacturer sales of condensed wet soup
                                                                                                                                                                            • Figure 32: FDMx sales of condensed wet soup, by manufacturer and brand, 2008-09
                                                                                                                                                                        • Brand Share—Dry Soup

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Maruchan Yakisoba gets boost from advertising initiative
                                                                                                                                                                              • Manufacturer sales of dry soup
                                                                                                                                                                                • Figure 33: FDMx sales of dry soup, by manufacturer and brand, 2008-09
                                                                                                                                                                            • Brand Share—Ready-to-serve Broth

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Move over Swanson—there’s competition in broth
                                                                                                                                                                                  • Manufacturer sales of ready-to-serve broth
                                                                                                                                                                                    • Figure 34: FDMx sales of ready-to-serve broth, by manufacturer and brand, 2008-09
                                                                                                                                                                                • Brand Share—Refrigerated Soup

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Branded refrigerated soup gets the cold shoulder
                                                                                                                                                                                      • Manufacturer sales of refrigerated soup
                                                                                                                                                                                        • Figure 35: FDMx sales of refrigerated soup, by manufacturer and brand, 2008-09
                                                                                                                                                                                    • Brand Share—Frozen Soup

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Tabatchnick leads brand sales; private label showing positive growth
                                                                                                                                                                                          • Manufacturer sales of frozen soup
                                                                                                                                                                                            • Figure 36: FDMx sales of frozen soup, by manufacturer and brand, 2008-09
                                                                                                                                                                                        • Brand Qualities

                                                                                                                                                                                          • Overview
                                                                                                                                                                                            • Campbell’s Select Harvest—exemplifying how to promote simplicity
                                                                                                                                                                                              • Influence on the category
                                                                                                                                                                                                • Chilled soup brands align with freshness
                                                                                                                                                                                                  • Influence on the category
                                                                                                                                                                                                    • Figure 37: Soup product launches, by storage and year, 2005-09
                                                                                                                                                                                                • Innovations and Innovators

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Health and wellness
                                                                                                                                                                                                      • Health by subtraction
                                                                                                                                                                                                        • Convenient nutrition
                                                                                                                                                                                                          • Natural sourcing
                                                                                                                                                                                                            • Figure 38: Campbell’s Ins and outs of being 100% natural print ad, 2009
                                                                                                                                                                                                          • Premium soup
                                                                                                                                                                                                            • Packaging innovations
                                                                                                                                                                                                              • Green packs
                                                                                                                                                                                                                • Portable soup
                                                                                                                                                                                                                  • Figure 39: Top 10 soup product launches, by product claim and year, 2005-09
                                                                                                                                                                                                              • Advertising and Promotion

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Ad spending increases
                                                                                                                                                                                                                    • Figure 40: Top soup advertisers, 2007 and 2008
                                                                                                                                                                                                                  • Campbell Soup Co. and Progresso duke it out over MSG
                                                                                                                                                                                                                    • Figure 41: Campbell’s Made with TLC, not MSG ad
                                                                                                                                                                                                                    • Figure 42: Progresso’s response to Campbell’s ad
                                                                                                                                                                                                                    • Figure 43: Campbell’s response to Progresso’s ad
                                                                                                                                                                                                                  • Was there a winner?
                                                                                                                                                                                                                    • Promoting health
                                                                                                                                                                                                                      • Sodium content
                                                                                                                                                                                                                        • Figure 44: Campbell’s Healthy Request Soup television ad, September 2009
                                                                                                                                                                                                                        • Figure 45: Campbell’s Tomato Soup television ad, September 2009
                                                                                                                                                                                                                      • Full serving of vegetables
                                                                                                                                                                                                                        • Figure 46: Campbell’s V8 Soup television ad, September 2009
                                                                                                                                                                                                                        • Figure 47: Campbell’s Chunky Soup television ad, September 2009
                                                                                                                                                                                                                      • Adding health
                                                                                                                                                                                                                        • Figure 48: Progresso High Fiber Soup television ad, September 2009
                                                                                                                                                                                                                      • Endorsements from diet organization
                                                                                                                                                                                                                        • Figure 49: Progresso Light Soup television ad, September 2009
                                                                                                                                                                                                                    • Household Consumption of Soup

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Types of soup that consumers of all ages eat
                                                                                                                                                                                                                            • Figure 50: Types of soup that consumers of all ages eat, October 2009
                                                                                                                                                                                                                          • Eating occasions throughout the week
                                                                                                                                                                                                                              • Figure 51: Soup eating occasions, daypart by weekday vs. weekend, October 2009
                                                                                                                                                                                                                            • Women eat soup for lunch; men eat soup as a snack
                                                                                                                                                                                                                              • Figure 52: Soup eating occasions, daypart by weekday vs. weekend, by gender, October 2009
                                                                                                                                                                                                                            • Younger age groups snack on soup; older consumers save soup for weekday lunches
                                                                                                                                                                                                                                • Figure 53: Soup eating occasions, daypart by weekday vs. weekend, by age, October 2009
                                                                                                                                                                                                                              • Presence of soup in the household
                                                                                                                                                                                                                                • Figure 54: Quantity of soup products in the home, October 2009
                                                                                                                                                                                                                              • Baby Boomers have the most soup products in their homes
                                                                                                                                                                                                                                • Figure 55: Quantity of soup products in the home, by age, October 2009
                                                                                                                                                                                                                            • Selection Factors

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Flavor/variety most important selection factor
                                                                                                                                                                                                                                    • Figure 56: Factors considered impoprtant when shopping for soup, October 2009
                                                                                                                                                                                                                                  • Younger consumers look for variety, showing little brand loyalty
                                                                                                                                                                                                                                    • Figure 57: Most important factors when selecting soup, by age, October 2009
                                                                                                                                                                                                                                  • Lower-income households seek price/value; highest-income households want health
                                                                                                                                                                                                                                    • Figure 58: Most important factors when selecting soup, by household income, October 2009
                                                                                                                                                                                                                                  • Favored packaging types with consumers
                                                                                                                                                                                                                                    • Figure 59: Favored packaging types with soup consumers, October 2009
                                                                                                                                                                                                                                • Importance of Health-Related Claims

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Low sodium soup is most popular with health-minded soup consumers
                                                                                                                                                                                                                                      • Figure 60: Most important health-related factors when choosing soup, by gender, October 2009
                                                                                                                                                                                                                                    • Younger age groups buy low calorie, high protein, organic; older consumers need low sodium
                                                                                                                                                                                                                                      • Figure 61: Most important health-related factors when choosing soup, by age, October 2009
                                                                                                                                                                                                                                    • Lowest-income households seek hearty, high protein soup
                                                                                                                                                                                                                                      • Figure 62: Most important health-related factors when choosing soup, by household income, October 2009
                                                                                                                                                                                                                                  • Attitudes Towards Soup

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Soup’s assets are as a comfort food, pantry staple, and healthy food
                                                                                                                                                                                                                                          • Figure 63: Attitudes towards soup, October 2009
                                                                                                                                                                                                                                        • Younger consumers are interested in soup for breakfast
                                                                                                                                                                                                                                          • Figure 64: Attitudes towards soup, by age, October 2009
                                                                                                                                                                                                                                        • Higher-income households use soup as an ingredient, saving soup as a meal for restaurants
                                                                                                                                                                                                                                          • Figure 65: Attitudes towards soup, by household income, October 2009
                                                                                                                                                                                                                                        • Soup varieties that appeal most to consumers
                                                                                                                                                                                                                                          • Figure 66: Soup varieties that appeal most to consumers, by gender, October 2009
                                                                                                                                                                                                                                        • Younger consumers prefer just broth
                                                                                                                                                                                                                                          • Figure 67: Soup varieties that appeal most to consumers, by age, October 2009
                                                                                                                                                                                                                                      • Consumption of Soup among Kids and Teens

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Soup consumption among kids and teens
                                                                                                                                                                                                                                            • Figure 68: Soup consumption among kids aged 6-11, April 2008-June 2009
                                                                                                                                                                                                                                            • Figure 69: Soup consumption among children aged 12-17, April 2008-June 2009
                                                                                                                                                                                                                                          • Presence of several children drives quantity of soup products in home
                                                                                                                                                                                                                                            • Figure 70: Quantity of soup products in the home, by presence of children, October 2009
                                                                                                                                                                                                                                          • Eating occasions throughout the week
                                                                                                                                                                                                                                            • Figure 71: Soup eating occasions, daypart by weekday vs. weekend, among households with children under 18, October 2009
                                                                                                                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Blacks and Hispanics offer market opportunity
                                                                                                                                                                                                                                              • Less likely to stockpile
                                                                                                                                                                                                                                                • Figure 72: Quantity of soup products in the home, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                              • Hispanics find soup a good value
                                                                                                                                                                                                                                                • Figure 73: Attitudes towards soup, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                              • Blacks and Hispanics more likely to eat soup as a snack
                                                                                                                                                                                                                                                • Figure 74: Soup eating occasions, daypart by weekday vs. weekend, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                              • Blacks prefer soup with chicken or seafood
                                                                                                                                                                                                                                                • Figure 75: Soup varieties that appeal most to consumers, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                              • Hispanics demonstrate strong desire for BFY soup
                                                                                                                                                                                                                                                • Figure 76: Most important health related factors when choosing soup, by race/Hispanic origin, October 2009
                                                                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                                                                • Preppies
                                                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                                      • Basics
                                                                                                                                                                                                                                                        • Who they are
                                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                                            • Tasters
                                                                                                                                                                                                                                                              • Who they are
                                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                                                                                                                    • Figure 77: Soup clusters, November 2009
                                                                                                                                                                                                                                                                    • Figure 78: Types of soup that consumers of all ages eat, by soup clusters, November 2009
                                                                                                                                                                                                                                                                    • Figure 79: Soup varieties that appeal most to consumers, by soup clusters, November 2009
                                                                                                                                                                                                                                                                    • Figure 80: Factors considered impoprtant when shopping for soup, by soup clusters, November 2009
                                                                                                                                                                                                                                                                    • Figure 81: Attitudes towards soup, by soup clusters, November 2009
                                                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                                                    • Figure 82: Soup clusters by gender, November 2009
                                                                                                                                                                                                                                                                    • Figure 83: Soup clusters, by age group, November 2009
                                                                                                                                                                                                                                                                    • Figure 84: Soup clusters, by household income, November 2009
                                                                                                                                                                                                                                                                    • Figure 85: Soup clusters, by race, November 2009
                                                                                                                                                                                                                                                                    • Figure 86: Soup clusters, by Hispanic origin, November 2009
                                                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                        • Middle to upper-class families show strongest penetration for soup
                                                                                                                                                                                                                                                                            • Figure 87: Canned soup/broth consumption among mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                                                          • Affluent Suburbia, Aspiring Contemporaries, Blue Collar prefer RTS soup
                                                                                                                                                                                                                                                                              • Figure 88: Canned soup/broth types consumed among Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                                                            • Rural Villages and Farms, Small Town Contentment loyal to Campbell’s condensed soup
                                                                                                                                                                                                                                                                                • Figure 89: Brand preferences of canned soup/broth among Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                                                              • Blue Collar Backbone households eat the most soup
                                                                                                                                                                                                                                                                                • Figure 90: Frequency of use for canned soup/broth among adult Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                                                • Overview
                                                                                                                                                                                                                                                                                  • Condensed wet soup
                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—condensed wet soup
                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                        • Figure 91: Brand map, selected brands of condensed wet soup, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                          • Figure 92: Key purchase measures for the top brands of condensed wet soup, by household penetration, 2009*
                                                                                                                                                                                                                                                                                        • Ready-to-serve wet soup
                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures – Ready-to-serve wet soup
                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                              • Figure 93: Brand map, selected brands of ready-to-serve wet soup, buying rate, by household penetration, 2008*
                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                • Figure 94: Key purchase measures for the top brands of ready-to-serve soup, by household penetration, 2009*
                                                                                                                                                                                                                                                                                              • Dry soup
                                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures – dry soup
                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                    • Figure 95: Brand map, selected brands of dry soup, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                                      • Figure 96: Key purchase measures for the top brands of dry soup, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                    • Soup eating occasions by region
                                                                                                                                                                                                                                                                                                      • Figure 97: Soup eating occasions, daypart by weekday vs. weekend, by region, October 2009
                                                                                                                                                                                                                                                                                                    • Quantity of soup products in the home by region
                                                                                                                                                                                                                                                                                                      • Figure 98: Quantity of soup products in the home, by region, October 2009
                                                                                                                                                                                                                                                                                                    • Frequency by region
                                                                                                                                                                                                                                                                                                      • Figure 99: Frequency of use of canned soup/broth, by region, April 2008-June 2009
                                                                                                                                                                                                                                                                                                      • Figure 100: Frequency of use of dry soup, by region, April 2008-June 2009
                                                                                                                                                                                                                                                                                                    • Brand preferences by region
                                                                                                                                                                                                                                                                                                      • Figure 101: Brand preferences of canned soup, by region, April 2008-June 2009
                                                                                                                                                                                                                                                                                                    • Preferred soup varieties by region
                                                                                                                                                                                                                                                                                                      • Figure 102: Soup varieties that appeal most to consumers, by region, October 2009
                                                                                                                                                                                                                                                                                                      • Figure 103: Wet soup consumption, by U.S. region, April 2008-June 2009
                                                                                                                                                                                                                                                                                                      • Figure 104: Wet soup consumption, by U.S. region, April 2008-June 2009
                                                                                                                                                                                                                                                                                                      • Figure 105: Dry soup consumption, by U.S. region, April 2008-June 2009
                                                                                                                                                                                                                                                                                                      • Figure 106: Dry soup consumption, by U.S. region, April 2008-June 2009
                                                                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                                    • ABP Corporation
                                                                                                                                                                                                                                                                                                    • Ahold USA
                                                                                                                                                                                                                                                                                                    • Aldi (USA)
                                                                                                                                                                                                                                                                                                    • American Frozen Food Institute
                                                                                                                                                                                                                                                                                                    • American Heart Association, Inc.
                                                                                                                                                                                                                                                                                                    • American Institute of Food Distribution
                                                                                                                                                                                                                                                                                                    • Amy's Kitchen Inc.
                                                                                                                                                                                                                                                                                                    • Amy's Kitchen, Inc.
                                                                                                                                                                                                                                                                                                    • Applebee's International Inc.
                                                                                                                                                                                                                                                                                                    • Bear Creek Corporation
                                                                                                                                                                                                                                                                                                    • Birds Eye Foods
                                                                                                                                                                                                                                                                                                    • Bob Evans Farms Inc.
                                                                                                                                                                                                                                                                                                    • Boston Market Corporation
                                                                                                                                                                                                                                                                                                    • Brinker International Inc.
                                                                                                                                                                                                                                                                                                    • Burger King Corporation
                                                                                                                                                                                                                                                                                                    • Campbell Soup Company
                                                                                                                                                                                                                                                                                                    • Canned Food Alliance
                                                                                                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                                                    • Darden Restaurants Inc.
                                                                                                                                                                                                                                                                                                    • Del Monte Foods
                                                                                                                                                                                                                                                                                                    • Domino's Pizza LLB
                                                                                                                                                                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                                                                                                                                                                    • General Mills Inc
                                                                                                                                                                                                                                                                                                    • Greenfield Online
                                                                                                                                                                                                                                                                                                    • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                                                    • H. E. Butt Grocery Company
                                                                                                                                                                                                                                                                                                    • HJ Heinz Company
                                                                                                                                                                                                                                                                                                    • Kellogg Company
                                                                                                                                                                                                                                                                                                    • Maruchan
                                                                                                                                                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                                                                                                                                                    • National Academy of Sciences
                                                                                                                                                                                                                                                                                                    • National Frozen and Refrigerated Food Association
                                                                                                                                                                                                                                                                                                    • Nickelodeon Networks
                                                                                                                                                                                                                                                                                                    • Nissin Foods (USA) Co., Inc.
                                                                                                                                                                                                                                                                                                    • Organic Trade Association
                                                                                                                                                                                                                                                                                                    • Pacific Foods
                                                                                                                                                                                                                                                                                                    • Panera Bread Company
                                                                                                                                                                                                                                                                                                    • Peet's Coffee & Tea, Inc.
                                                                                                                                                                                                                                                                                                    • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                                                    • Rolls-Royce Motor Cars Ltd
                                                                                                                                                                                                                                                                                                    • Safeway Inc
                                                                                                                                                                                                                                                                                                    • Sonic Corp.
                                                                                                                                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                                                                                                                                    • TGI Friday's
                                                                                                                                                                                                                                                                                                    • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                                                                    • The Kroger Co.
                                                                                                                                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                                                                                                                                    • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                    • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                    • Unilever USA
                                                                                                                                                                                                                                                                                                    • USA Today
                                                                                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                                                                                                                                                                    • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                                                                                    • Weight Watchers International Inc.
                                                                                                                                                                                                                                                                                                    • Wolfgang Puck Worldwide Inc.

                                                                                                                                                                                                                                                                                                    Soup - US - January 2010

                                                                                                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)