Soup - US - June 2018
"The soup category struggled to increase sales significantly. There were some bright spots. Growing segments – including refrigerated fresh soup/frozen soup, wet broth/stock, and dry soup – made up some ground. But these gains weren’t enough to compensate for stagnant RTS (ready-to-serve) wet soup sales and declines in condensed soup. The key barrier to growth is lack of frequency, stemming from habitual behavior and conflicting consumer issues with health. Brands may break consumer habits and inspire trial with free-from claims and health benefits, bundling and sampling programs, and convenient packaging – including single-serve, multi-variety, and resealable packaging – that allow for adaptability and extend soups to new occasions and dayparts."
- Michael Averbook, Food & Drink Analyst
This Report looks at the following areas:
- Growing soups overshadowed by stagnant segments
- Frequent consumption is low
- Condensed soup in need of a refresh
- Disrupt consumer habits
- Reinforce soup category’s range
- In-store communication
- Play up the wholesome
- Products flexible to consumers and needs
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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