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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- Global spotlight: wet vs dry soup launch trends
- Graph 1: share of soup launches, by sub-category, 2024-25
- The Future of Soup: 2025
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: shelf-stable wet soup launches outpace chilled options
- Perceived freshness drives willingness to pay more for chilled soup
- Shelf-stable leads over chilled in wet soup launches
- Graph 2: share of wet soup launches, by storage type, 2024-25
- Chilled soup launches highlight seasonal positioning and nutritional value
- Shelf-stable soup launches showcase regional flavours and sustainability
- Europe: dry soups emphasise no additives/preservatives; wet soups lead for organic launches
- Shoppers seek healthier, less-processed soup choices
- Dry soups lead on no additives/preservatives, wet soups stand out on organic
- Graph 3: % of soup launches with no additives/preservatives and organic claims, by sub-category, 2024-25
- Soup brands emphasise no additives/preservatives claims to strengthen natural credentials
- Soup launches use organic claims to bolster natural image
- The Middle East & Africa (MEA)
- Private label gains ground in soup launches
- Graph 4: share of soup launches, branded vs private label, 2020-25
- Broth on the rise in branded soup launches
- Vegetables dominate flavour profiles in private label soups
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ASIA PACIFIC (APAC)
- Asia: meat flavours top wet soup launches, while miso shines in dry options
- Flavour remains a key driver of choice
- Meat flavours dominate wet soups, while miso takes the spotlight in dry options
- Dry soup brands aim to attract consumers with familiar flavours
- Wet soup brands also focus on familiar flavours
- Brand renovation/innovation: Ajinomoto Knorr introduces festive soup advent calendar
- Asia: dry soups lead wet soups in vegetarian claims
- Consumers show interest in plant-based options but remain attached to meat
- Dry soup outpaces wet soup in vegetarian claims
- Graph 5: % of soup launches, by vegetarian, vegan and plant-based claims, 2024-25
- Dry soups highlight vegetarian, vegan and plant-based claims
- Australia & New Zealand
- Consumers seek products that meet their dietary needs
- Broth products emphasise nutrition and compatibility with specific diets
- Wet soup brands focus on flavour and satiety benefits
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THE AMERICAS
- North America: organic lags behind no additives/preservatives, but wins globally
- Organic appeal is strongest among younger soup buyers
- Organic claims trail no additives/preservatives, but North America leads with the highest share of organic claims globally
- Broth products highlight organic to differentiate
- North America: chicken continues to be the leading flavour in soup launches
- Consumers prioritise flavour in soup choices
- Chicken maintains its position as the top flavour component
- Graph 6: % of soup launches, by top five flavour components, 2024-25
- Soup brands innovate with exotic and familiar flavours
- Brand renovation/innovation: Progresso introduces BBQ-inspired soups to celebrate summer grilling
- Latin America
- Fruit & vegetable flavours decline while meat flavours rise in soup launches
- Graph 7: % of soup launches, by flavour component group (fruit & vegetable and fauna), 2020-25
- Soup launches highlight bold and regionally inspired flavours
Explore the latest innovation in soup in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the soup market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global soup market. Understanding innovation in soup has never been so easy.
Meet the Expert Behind the Analysis
This report is written by Benedict Lai. Benedict joined the Food & Drink team in March 2025, bringing with him over three years’ experience as a CN-EN translator within the localisation team. Currently, he researches and writes Year of Innovation reports.
Flavour remains the key driver of soup innovation, while natural claims strengthen consumer appeal.
Benedict Lai
Associate Analyst (Innovation)
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