Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

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

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Growing soups overshadowed by stagnant segments
            • Figure 1: Total US sales and fan chart forecast of soup, at current prices, 2013-23
          • Frequent consumption is low
            • Figure 2: Soup consumption frequency, April 2018
          • Condensed soup in need of a refresh
            • Figure 3: Multi-outlet sales of condensed wet soup, rolling 52 weeks 2017 and 2018
          • The opportunities
            • Disrupt consumer habits
              • Figure 4: Soup behaviors – Brands and types/varieties, April 2018
            • Reinforce soup category’s range
              • Figure 5: Correspondence analysis – Soup associations, April 2018
            • In-store communication
              • Figure 6: Soup discovery, April 2018
            • Play up the wholesome
              • Figure 7: Increased soup consumption drivers – Any rank and ranked 1, April 2018
            • Products flexible to consumers and needs
              • Figure 8: Multi-outlet sales of dry soup, dry broth/stock, wet broth/stock, and refrigerated fresh soup, rolling 52 weeks 2017 and 2018
            • What it means
            • The Market – What You Need to Know

              • Modest growth continues, but improvement expected
                • Foodservice and international inspiration
                  • Refrigerated options
                  • Market Size and Forecast

                    • Mature category struggles to move the needle
                      • Figure 9: Total US sales and fan chart forecast of soup, at current prices, 2013-23
                      • Figure 10: Total US sales and forecast of soup, at current prices, 2013-23
                  • Market Breakdown

                    • Smaller soup segments driving category growth
                      • Figure 11: Total US market share of soup, by segment, at current prices, 2016, 2018, and 2023
                      • Figure 12: Total US retail sales and forecast of soup, by segment, at current prices, 2013-23
                    • Supermarkets dominate soup sales
                      • Figure 13: Total US market share of soup, by channel, at current prices, 2018
                  • Market Perspective

                    • Interest in international foods
                      • Figure 14: Interest in international flavors by retail food, any interest, October 2017
                    • Global varieties/flavors trending on menus
                      • Figure 15: Soups – Select growing menu item cuisine types and flavors of ingredients, by menu incidence change, Q1 2016-18
                  • Market Factors

                    • Ambitions to eat cleaner, healthier
                      • Figure 16: Lifestyle statements: attitudes/opinions about food and health – Any agree
                    • Perimeter of store offerings meet current consumer demands
                      • Figure 17: Attitudes toward the perimeter, any agree, April 2017
                    • Mounting influence from younger adults
                      • Figure 18: Population by generation, 2013-23
                    • Rise of passionate cookers
                      • Figure 19: Cooking segments, by cooking enthusiasts, September 2015 and September 2017
                  • Key Players – What You Need to Know

                    • Turnaround from the top
                      • Campbell Soup sales fall
                        • Rapid innovation keeps refrigerated soups cool
                          • Old staples pivot on versatility, flexibility
                            • Condensed soup pigeonholed as an ingredient, old fashioned
                              • Packaging matters
                              • Company and Brand Sales of Soup

                                • Most large companies get back to growth
                                  • Large gains come from small and private label brands
                                    • Figure 20: Multi-outlet sales of soup, by leading companies, rolling 52 weeks 2017 and 2018
                                  • Top companies recover in RTS soup, falter in condensed
                                    • Figure 21: Multi-outlet sales of ready-to-serve wet soup and condensed wet soup, by leading companies, rolling 52 weeks 2017 and 2018
                                  • Ramen and frozen soup brands make a comeback
                                    • Figure 22: Multi-outlet sales of ramen and frozen soup, rolling 52 weeks 2017 and 2018
                                • What’s Working?

                                  • Refrigerated soups grow through packaging and flavor innovation
                                    • Figure 23: Launches of soup, by storage, shelf-stable, refrigerated, and frozen, 2014-17
                                    • Figure 24: O, That’s Good! TV Advertisement: “Unrequited Love: Soups”
                                    • Figure 25: Multi-outlet sales of select growing refrigerated soup brands, rolling 52 weeks 2017 and 2018
                                  • Cooking made simpler
                                    • Figure 26: Multi-outlet sales of dry soup, dry broth/stock, and wet broth/stock, rolling 52 weeks 2017 and 2018
                                    • Figure 27: Bonafide Provisions: “Sundried Tomato Polenta Bites”
                                    • Figure 28: Multi-outlet sales of select growing dry soup brands, rolling 52 weeks 2017 and 2018
                                    • Figure 29: Multi-outlet sales of select growing wet broth/stock brands, rolling 52 weeks 2017 and 2018
                                  • Focused claims that demonstrate health
                                    • Figure 30: Launches of soup, by select natural and suitability claims, 2014-17
                                    • Figure 31: Multi-outlet sales of select growing soup brands, rolling 52 weeks 2017 and 2018
                                • What’s Struggling?

                                  • Condensed soup struggles with innovation, versatility, and health image
                                    • Figure 32: Multi-outlet sales of condensed wet soup, rolling 52 weeks 2017 and 2018
                                    • Figure 33: Purchase intent of select condensed soup products, January 2017-April 2018
                                  • “Healthy” is a four letter word
                                    • Figure 34: Multi-outlet sales of soup, by total brands with “health” or “healthy” in name, rolling 52 weeks 2017 and 2018
                                • What’s Next?

                                  • Glass packaging
                                    • Figure 35: Launches of shelf-stable soup, by packaging material, glass plain, 2014-17
                                  • Sippable soups
                                    • Figure 36: Launches of soup, by packaging type, bottled, 2014-17
                                  • International accents
                                    • Figure 37: Emerging international cuisine purchase, November 2017
                                  • Purely plants
                                    • Figure 38: Launches of soup, by vegan and dairy free, 2014-17
                                • The Consumer – What You Need to Know

                                  • High penetration, problematic frequency
                                    • Canned soup holds the crown
                                      • Trial needed to break habits
                                        • Packaging can lead to discovery, trial
                                          • Desire for healthier soups
                                          • Soup Purchase and Consumption Frequency

                                            • Canned soup drives strong penetration
                                              • Figure 39: Soup purchase, April 2018
                                            • Room to increase frequency, especially among younger women
                                              • Figure 40: Soup consumption frequency, April 2018
                                              • Figure 41: Soup consumption frequency – At least once a week, by gender and age, April 2018
                                            • Older consumers stick to canned, young adults open to new formats
                                              • Figure 42: Soup purchase, by age, April 2018
                                            • Household size influences assortment
                                              • Figure 43: Soup purchase, by parental status, April 2018
                                              • Figure 44: Repertoire of soup purchase, by parental status and household size, April 2018
                                            • Cooking skills, experience influential to broth purchase
                                              • Figure 45: Soup purchase – Any broth and meal kits with ingredients for making soup, by parental status and gender, April 2018
                                          • Soup Behaviors

                                            • Routine behaviors benefit and challenge soup
                                              • Figure 46: Soup behaviors, April 2018
                                            • Soup seekers still looking for more
                                              • Figure 47: Soup behaviors – Purchase tendencies, by soup behaviors – Consumption versus last year and occasions, April 2018
                                              • Figure 48: Soup behaviors – Purchase tendencies, by soup consumption frequency – More than once a week, April 2018
                                            • Younger adults more experimental in the category
                                              • Figure 49: Soup behaviors, by generation, April 2018
                                            • Rural consumers habitual, city dwellers more experimental
                                              • Figure 50: Soup behaviors, by location, April 2018
                                          • Soup Discovery

                                            • In-store communication can lead to soup discovery
                                              • Figure 51: Soup discovery, April 2018
                                            • Frequent soup eaters/seekers find new products online
                                              • Figure 52: Soup consumption frequency – At least once a week, by soup discovery, April 2018
                                              • Figure 53: Soup behaviors – Often look for different types/varieties to try, by soup discovery, April 2018
                                            • Younger men discover soup across mediums
                                              • Figure 54: Soup discovery, by age and gender, April 2018
                                            • Hispanics, parents discover soups through friends and family
                                              • Figure 55: Soup discovery – Friends and family, by Hispanic origin and parental status, April 2018
                                          • Soup Associations

                                            • Emphasize diversity of strengths
                                                • Figure 56: Correspondence analysis – Soup associations, April 2018
                                                • Figure 57: Soup associations, April 2018
                                              • Convenience comes in many forms, especially for older women
                                                • Figure 58: Soup associations – Easy to use in recipes, convenient, versatile, and comforting, by gender and age, April 2018
                                              • Young adults still in discovery mode
                                                • Figure 59: Soup associations – Consumption occasions and filling, any soup, by age, April 2018
                                            • Soup Attitudes

                                              • Soups pair well
                                                • Figure 60: Soup attitudes – Good as side dish and more recipes, April 2018
                                              • Consumers stick with same brands even amid change
                                                • Figure 61: Soup attitudes – Switching brands, premium soups, unique soups, and healthy soups, April 2018
                                              • Flexibility of uses, quality ingredients important to parents
                                                • Figure 62: Soup attitudes – More recipes and premium soups, by parental status, April 2018
                                            • Increased Soup Consumption Drivers

                                              • Health takes on a new definition
                                                • Figure 63: Increased soup consumption drivers – Any rank and ranked 1, April 2018
                                              • Women looking for healthier soups
                                                • Figure 64: Increased soup consumption drivers – Health claims, recognizable ingredients, and functional benefits, any rank, by gender and age, April 2018
                                              • Larger households seek convenience and variety
                                                • Figure 65: Increased soup consumption drivers – any rank, by household size, April 2018
                                            • Appendix – Data Sources and Abbreviations

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

                                                            • Figure 66: Total US retail sales and forecast of soup, at inflation-adjusted prices, 2013-23
                                                            • Figure 67: Total US retail sales and forecast of soup, by segment, at current prices, 2013-23
                                                            • Figure 68: Total US retail sales of soup, by segment, at current prices, 2016 and 2018
                                                            • Figure 69: Total US retail sales and forecast of ready-to-serve wet soup, at current prices, 2013-23
                                                            • Figure 70: Total US retail sales and forecast of ready-to-serve wet soup, at inflation-adjusted prices, 2013-23
                                                            • Figure 71: Total US retail sales and forecast of condensed wet soup, at current prices, 2013-23
                                                            • Figure 72: Total US retail sales and forecast of condensed wet soup, at inflation-adjusted prices, 2013-23
                                                            • Figure 73: Total US retail sales and forecast of dry soup, at current prices, 2013-23
                                                            • Figure 74: Total US retail sales and forecast of dry soup, at inflation-adjusted prices, 2013-23
                                                            • Figure 75: Total US retail sales and forecast of wet broth/stock, at current prices, 2013-23
                                                            • Figure 76: Total US retail sales and forecast of wet broth/stock, at inflation-adjusted prices, 2013-23
                                                            • Figure 77: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at current prices, 2013-23
                                                            • Figure 78: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at inflation-adjusted prices, 2013-23
                                                            • Figure 79: Total US retail sales of soup, by channel, at current prices, 2013-18
                                                            • Figure 80: Total US retail sales of soup, by channel, at current prices, 2016 and 2018
                                                            • Figure 81: US supermarket sales of soup, at current prices, 2013-18
                                                            • Figure 82: US sales of soup through other retail channels, at current prices, 2013-18
                                                        • Appendix – Key Players

                                                            • Figure 83: Multi-outlet sales of ready-to-serve wet soup, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                            • Figure 84: Multi-outlet sales of condensed wet soup, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                            • Figure 85: Multi-outlet sales of dry soup, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                            • Figure 86: Multi-outlet sales of wet broth/stock, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                            • Figure 87: Multi-outlet sales of refrigerated fresh soup/frozen soup, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                        Soup - US - June 2018

                                                        £3,435.47 (Excl.Tax)