US Soup Market Report 2026

The soup category is entering a period of slow but steady growth, buoyed by its reputation for comfort, convenience, and affordability. While traditional canned and condensed segments continue to soften, momentum is shifting toward dry soups, broths, and refrigerated or frozen options that better align with consumer desires for fresher, less‑processed choices. Economic pressures are pushing households, especially middle‑ and lower‑income shoppers, to rely on soup as a dependable budget staple, but value alone is no longer enough to differentiate the category or spark excitement.

At the same time, evolving consumer expectations are reshaping what soup needs to deliver. Younger generations want global flavors, customizable experiences, and versatile formats that work across snacks, quick meals, and cooking occasions, while older consumers increasingly look for clearer health cues like low sodium, hydration support, and familiar ingredient simplicity. Transparency around processing, natural ingredients, and nutritional benefits is becoming central to trust. Together, these shifts point to a category poised for renewal, one where small, approachable innovations that balance comfort with novelty will be key to sustaining long‑term relevance.

This report looks at the following areas:

• Types of soup purchased
• When and where soup is consumed
• Shopping and preparation behaviors related to soup
• Interest in new or existing soup concepts
• Overall attitudes and perceptions toward soup
• Marketing and innovation strategies for soup

Market Definitions

For the purposes of this Report, Mintel has used the following definitions:

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

Fresh soups prepared and packaged in-store and packaged soups sold in foodservice outlets are excluded from the Market Size in this Report.