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Soup - US - November 2015

Sales in the total soup category have been flat and are expected to remain flat through 2020. Sales of refrigerated and frozen soups, as well as broths and stocks, are anticipated to grow on account of their less-processed nature and consumers’ interest in cooking. Canned and dry soup brands, which are expected to continue declining, could get a boost with more gourmet and organic introductions, as well as more customizable offerings.

This report looks at the following areas:

  • Growing interest in cooking helping broth sales
  • Refrigerated, frozen soups up on strong interest in fresh, natural products
  • RTE wet, condensed and dry soups flat due to not-so-healthy image

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Growing interest in cooking helping broth sales
            • Figure 1: Total US sales and fan chart forecast of wet broth/stock, at current prices, 2010-20
          • Refrigerated, frozen soups up on strong interest in fresh, natural products
            • Figure 2: Total US sales and fan chart forecast of refrigerated fresh soup/frozen soup, at current prices, 2010-20
          • RTE wet, condensed and dry soups flat due to not-so-healthy image
            • Figure 3: Total US retail sales and forecast of soup, by segment, at current prices, 2010-20
          • The opportunities
            • Demand still lies in the traditional
              • Figure 4: Ideal Soup, August 2015
            • Rejuvenating, snack-able soups appeal to Millennials
              • Figure 5: Ideal Soup Attributes, by demographics, August 2015
              • Figure 6: Ideal Soup Eating Occasions, by demographics, August 2015
            • Convenient packaging in demand, but not the same from generation to generation
              • Figure 7: Desirable Packaging Types, by demographics, August 2015
              • Figure 8: Desirable Packaging Types, by demographics, August 2015
            • What it means
            • The Market – What you need to know

              • Refrigerated fresh, frozen soups enjoy impressive growth
                • Healthy growth for wet broth, soup stock
                  • Sales of canned wet, dry soups flat due to processed perception
                  • Market Size and Forecast

                    • Soup category to remain flat through 2020
                      • Figure 9: Total US sales and fan chart forecast of soup, at current prices, 2010-20
                      • Figure 10: Total US sales and forecast of soup, at current prices, 2010-20
                  • Market Breakdown

                    • Growth in wet stock/broth
                      • Figure 11: Attitudes/Opinions About Food, any agree, May 2006-June 2015
                      • Figure 12: Total US retail sales and forecast of wet broth/soup stock, at current prices, 2010-20
                    • Refrigerated fresh, frozen soups enjoy growth
                      • Figure 13: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at current prices, 2010-20
                    • Flat sales in RTS wet, condensed wet, dry soups
                      • Figure 14: Total US retail sales and forecast of ready-to-serve wet soup, at current prices, 2010-20
                      • Figure 15: Total US retail sales and forecast of condensed wet soup, at current prices, 2010-20
                      • Figure 16: Total US retail sales and forecast of dry soup, at current prices, 2010-20
                    • Organic soup enjoys growth in natural channel
                      • Figure 17: Natural supermarket sales of soup, by organic ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                  • Key Players – What You Need to Know

                    • Gourmet, organic grow in RTE wet, refrigerated
                      • Private label dominates in refrigerated
                        • Bone broth helps boost wet stock/broth sales
                          • Hispanic marketing helps bouillon sales
                          • Manufacturer Sales of Soup

                            • Overall, other companies, store brands enjoy growth
                              • Figure 18: MULO sales of soup, by leading companies, rolling 52 weeks 2014 and 2015
                            • Private label, other companies gain in wet broths/stocks
                              • Figure 19: MULO sales of wet broth/stock, by leading companies and brands, rolling 52 weeks 2014 and 2015
                            • Major companies, private brands see growth in refrigerated
                              • Figure 20: MULO sales of refrigerated soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
                            • Despite declining sales, Campbell enjoys some success in organic, gourmet
                              • Figure 21: MULO sales of ready to serve wet soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
                            • Condensed sales unimpressive, but organic, licensed options see some growth
                              • Figure 22: MULO sales of condensed wet soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
                            • Knorr bouillon gains via Hispanic marketing
                              • Figure 23: MULO sales of dry soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
                            • Campbell, Amy’s, Heritage Family log strong sales in frozen
                              • Figure 24: MULO sales of frozen soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
                          • What’s Working?

                            • Restaurant-inspired products winning in frozen soups
                              • Figure 25: Campbell’s Reserve frozen soups
                            • Sales gain in organic RTS wet soup
                              • Figure 26: Amy’s Organic Soups
                            • Unilever grows Knorr bouillon sales via Hispanic marketing
                              • Figure 27: Knorr bouillon
                            • Restaurant brand sales grow in refrigerated soup
                              • Figure 28: Panera Bread refrigerated soup
                          • What’s Struggling?

                            • High sodium, fat content hurt dry ramen sales
                              • Figure 29: Maruchan Ramen Noodle Soup
                          • What’s Next?

                            • Bone broths on the horizon
                              • Refrigerated soup brands to increase focus on organic
                              • The Consumer – What You Need to Know

                                • Millennials more adventurous with their soups
                                  • Soup a snack option for Millennials, including Hispanics and parents
                                    • Boomers use soup as cooking ingredient, want healthy, comforting soups
                                    • Overall Soup Purchase

                                      • Nine in 10 consumers purchase soup
                                        • Figure 30: Age Group Purchased For, Any Type, August 2015
                                      • Condensed, RTE canned/boxed, RTU broth top three purchased soups
                                        • Figure 31: Age Group Purchased For, Any Purchase, August 2015
                                      • Women more likely to buy broth; Hispanics and Millennials strong accepters of all types
                                        • Figure 32: Age Group Purchased For - Any Purchase, by demographics, August 2015
                                        • Figure 33: Age Group Purchased For - Any Purchase, by demographics, August 2015
                                        • Figure 34: Age Group Purchased For - Any Purchase, by demographics, August 2015
                                        • Figure 35: Age Group Purchased For - Any Purchase, by demographics, August 2015
                                    • Soup Purchase Behavior

                                      • Overall buyers use soup as cooking ingredient, purchase it year-round
                                        • Figure 36: Soup Purchasing Behavior, August 2015
                                      • Dry soup, soup kits, refrigerated soup buyers want more customizable, healthful, filling soup
                                        • Figure 37: Soup Purchasing Behavior, by Age Group Purchased For, August 2015
                                      • Customization, functionality important to Millennials
                                        • Figure 38: Soup Purchasing Behavior, by demographics, August 2015
                                      • Baby Boomers more likely to use soup as ingredient, buy seasonal soups
                                        • Figure 39: Soup Purchasing Behavior, by demographics, August 2015
                                      • Millennial parents enjoy customizable, protein-rich soup
                                        • Figure 40: Soup Purchasing Behavior, by demographics, August 2015
                                    • Reasons for Not Purchasing Soup

                                      • Processed reputation main reason for soup’s declined purchases
                                        • Figure 41: Reasons for Not Purchasing Soup, August 2015
                                    • Packaging Types

                                      • Millennials want suitable on-the-go packaging
                                        • Figure 42: Desirable Packaging Types, by demographics, August 2015
                                      • Boomers desire packaging that’s easy to open, read
                                        • Figure 43: Desirable Packaging Types, by demographics, August 2015
                                      • Hispanics desire variety packs, packaging that eases preparation
                                        • Figure 44: Desirable Packaging Types, by demographics, August 2015
                                      • Millennial parents value wide variety of packaging options
                                        • Figure 45: Desirable Packaging Types, by demographics, any rank, August 2015
                                    • Ideal Soup

                                      • Ideal soup traditional, but provides added health-related “boosts”
                                        • Figure 46: Ideal Soup, August 2015
                                    • Ideal Soup Attributes

                                      • Healthy, comforting most desired ideal soup attributes
                                        • Figure 47: Ideal Soup Attributes, August 2015
                                      • All usage groups see soup mostly as source of health, comfort
                                        • Figure 48: Ideal Soup Attributes, by Age Group Purchased For, Any Purchase, August 2015
                                      • Millennials want soups that energize, relax
                                        • Figure 49: Ideal Soup Attributes, by demographics, August 2015
                                      • Boomers want comforting, healthy soup
                                        • Figure 50: Ideal Soup Attributes, by demographics, August 2015
                                      • Hispanics, particularly Millennials, want energizing, relaxing soups
                                        • Figure 51: Ideal Soup Attributes, by demographics, August 2015
                                    • Ideal Soup Occasions

                                      • Ideal soup eaten overall as complete meal, mostly for lunch
                                        • Figure 52: Ideal Soup Eating Occasions, August 2015
                                      • Millennials see soup as a snack option
                                        • Figure 53: Ideal Soup Eating Occasions, by demographics, August 2015
                                      • Time-strapped Millennial parents snack on soup
                                        • Figure 54: Ideal Soup Eating Occasions, by demographics, August 2015
                                      • Hispanic Millennials more likely to see soup as a snack, on-the-go option
                                        • Figure 55: Ideal Soup Eating Occasions, by demographics, August 2015
                                      • Boomers more likely to eat ideal soup for lunch, dinner
                                        • Figure 56: Ideal Soup Eating Occasions, by demographics, August 2015
                                    • Soup Attitudes

                                      • Dry soup, soup kits, RTE refrigerated soup purchasers seek more unique offerings
                                        • Figure 57: Soup Attitudes - Any agree, by Age Group Purchased For, August 2015
                                      • Overall, soup buyers value healthy soup
                                        • Figure 58: Soup Attitudes, by demographics, August 2015
                                      • Millennials demand more from their soup
                                          • Figure 59: Soup Attitudes, by demographics, August 2015
                                      • Appendix – Data Sources and Abbreviations

                                        • Data sources
                                          • Sales data
                                            • Fan chart forecast
                                              • Consumer survey data
                                                • Abbreviations and terms
                                                  • Abbreviations
                                                    • Terms
                                                    • Appendix – Market

                                                        • Figure 60: Total US retail sales and forecast of soup, at inflation-adjusted prices, 2010-20
                                                        • Figure 61: Total US retail sales and forecast of soup, by segment, at current prices, 2010-20
                                                        • Figure 62: Total US retail sales of soup, by segment, at current prices, 2013 and 2015
                                                        • Figure 63: Total US retail sales and forecast of ready-to-serve wet soup, at inflation-adjusted prices, 2010-20
                                                        • Figure 64: Total US retail sales and forecast of condensed wet soup, at inflation-adjusted prices, 2010-20
                                                        • Figure 65: Total US retail sales and forecast of dry soup, at inflation-adjusted prices, 2010-20
                                                        • Figure 66: Total US retail sales and forecast of wet broth/soup stock, at inflation-adjusted prices, 2010-20
                                                        • Figure 67: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at inflation-adjusted prices, 2010-20
                                                        • Figure 68: Total US retail sales of soup, by channel, at current prices, 2010-15
                                                        • Figure 69: Total US retail sales of ready-to-serve soup, by channel, at current prices, 2010-15
                                                        • Figure 70: Total US retail sales of condensed wet soup, by channel, at current prices, 2010-15
                                                        • Figure 71: Total US retail sales of dry soup, by channel, at current prices, 2010-15
                                                        • Figure 72: Total US retail sales of wet broth/soup stock, by channel, at current prices, 2010-15
                                                        • Figure 73: Natural supermarket sales of soup, by type, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                        • Figure 74: Total US retail sales of refrigerated fresh soup/frozen soup, by channel, at current prices, 2010-15
                                                        • Figure 75: Natural supermarket sales of soup, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                        • Figure 76: Natural supermarket sales of soup, by presence of GMO ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
                                                    • Appendix – Consumer

                                                        • Figure 77: canned/packaged soup, broth and stock; Dry soup and bouillon brands used within last 7 days, household, most often

                                                    Companies Covered

                                                    • Walmart Stores (USA)

                                                    Soup - US - November 2015

                                                    £3,199.84 (Excl.Tax)