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Soup - US - June 2019

Covered in this report

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 requiring the addition of water to cook; most of these 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 requires no added ingredients

"Sales of packaged soup are, for the most part, stagnating, if not declining. Fresher soup varieties are able to leverage healthy, comforting attributes to appeal to consumers seeking more nutritious meal options. However, among younger consumers, there is a keen interest in snacking instead of meals, presenting a distinct challenge for soup brands. Soup concepts that can leverage specific healthy concepts (be it low-sodium, high-fiber or vegetable-rich) could resonate with a significant swathe of consumers, particularly if the options are tailored to their interest in portability and more-diverse flavors."
- William Roberts, Jr, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Sales stagnation
  • Soup seen as healthy; packaged soup less so
  • Portability innovation likely too challenging
  • Countering the processed stigma
  • Variety of vegetables
  • More about mouthfeel

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Sales stagnation
            • Figure 1: Total US sales and fan chart forecast of soup, at current prices, 2014-24
          • The issues
            • Soup seen as healthy; packaged soup less so
              • Figure 2: Opinions of packaged soup, March 2019
            • Portability innovation likely too challenging
              • Figure 3: Soup package innovation, by parental status, March 2019
            • The opportunities
              • Countering the processed stigma
                • Figure 4: Soup launches in the US, by natural/organic claims, 2014-19
              • Variety of vegetables
                • Figure 5: Soup as a vegetable source, any agree, March 2019
              • More about mouthfeel
                • What it means
                • The Market – What You Need to Know

                  • Sales challenges facing soup overall
                    • Segments with fresh potential appeal
                      • Better-for-you opportunity among younger consumers
                      • Market Size and Forecast

                        • Steady sales maintain pace
                          • Figure 6: Total US sales and fan chart forecast of soup, at current prices, 2014-24
                          • Figure 7: Total US sales and forecast of soup, at current prices, 2014-24
                      • Market Breakdown

                        • RTS, condensed sales falter, as other segments post notable gains
                          • Figure 8: Total US retail sales and forecast of soup, by segment, 2014-24
                      • Market Factors

                        • Younger generations drawn to more functional options
                          • Figure 9: Population by generation, 2014-24
                        • Leverage Hispanics’ interest in soup
                          • Figure 10: Distribution of generations by race and Hispanic origin, 2019
                      • Key Players – What You Need to Know

                        • Mainstream brands losing market share to smaller concepts
                          • Value rewards private label soups
                            • Difficulties in healthy concepts in segments associated with processed
                              • Avoiding the artificial to negate that processed stigma
                              • Company and Brand Sales of Soup

                                • Major brands struggle as smaller and private label options emerge
                                  • Sales of soup by company
                                    • Figure 11: Multi-outlet sales of soup, by leading companies, rolling 52 weeks 2018 and 2019
                                • What’s Working?

                                  • Natural options resonating
                                    • Figure 12: Soup launches in the US, by natural/organic claims, 2014-19
                                  • Private label success almost entirely off of value perception
                                    • Figure 13: Consumer attribute ratings for private label versus name-brand soup introductions, 2017-19
                                • What’s Struggling?

                                  • Healthy challenge in more-processed segments
                                    • Figure 14: Free-from claims on US soup launches, 2015-19
                                • What’s Next?

                                  • Instant cups meet modern demands
                                    • Veggies prove vital
                                      • Figure 15: Select opinions on protein – Any agree (net), February 2019
                                    • Countering the processed stigma
                                      • Figure 16: Attitudes toward processed foods, August 2017
                                    • Texture potential
                                      • Figure 17: US soup launches, by texture, 2017-19*
                                  • The Consumer – What You Need to Know

                                    • Canned soup purchased most
                                      • Low frequency of soup consumption
                                        • Flavor resonates in soup purchase
                                          • Supermarkets most shopped for soup
                                            • Packaging innovation impacts younger consumers
                                              • Soup's generally healthy appeal
                                                • Sodium concerns, processed reputation widespread
                                                  • Regional cuisines afford potential benefits
                                                    • Opportunity in meeting the needs of Adventure Eaters
                                                    • Soup Purchase

                                                      • Canned soup leads crowded soup field, far ahead of broth, dry mixes
                                                        • Figure 18: Soup purchase, March 2019
                                                      • Shelf-stable options of greater interest to older consumers
                                                        • Figure 19: Shelf-stable soup purchase, by generation, March 2019
                                                      • Fresh, chilled, frozen have stronger appeal among younger consumers
                                                        • Figure 20: Non-shelf-stable soup purchase, by generation, March 2019
                                                      • Purchase notably higher among parents
                                                        • Figure 21: Soup purchase, by parental status, March 2019
                                                      • Why consumers avoid soup
                                                        • Figure 22: Reasons for avoiding soup, March 2019
                                                    • Frequency of Soup Consumption

                                                      • Soup, a relatively infrequent option
                                                        • Figure 23: Frequency of soup consumption, March 2019
                                                      • Portability innovation likely too challenging
                                                        • Figure 24: Frequency of soup consumption, by parental status, March 2019
                                                    • Important Attributes in Soup

                                                      • Specific health attributes resonate
                                                        • Figure 25: Soup attributes, March 2019
                                                      • Health attributes resonate strongly with parents
                                                        • Figure 26: Soup attributes, by parental status, March 2019
                                                      • Healthfulness, vegetable content factor strongly among Hispanics
                                                        • Figure 27: Soup attributes, by Hispanic origin, March 2019
                                                        • Figure 28: Interest in internationally inspired soup options, any agree, by Hispanic origin, by generation, March 2019
                                                      • Leveraging multiple attributes for soup success
                                                        • Figure 29: TURF analysis – Soup attributes, March 2019
                                                    • Purchase Location

                                                      • Younger consumers’ purchase location mimics their use of a variety of retailers overall
                                                        • Figure 30: Soup purchase location, March 2019
                                                        • Figure 31: Soup purchase location, by age, March 2019
                                                    • Soup Packaging Potential

                                                      • Package innovation could appeal to younger soup consumers
                                                        • Figure 32: Soup packaging potential, March 2019
                                                      • Packaging’s significant role among younger consumers
                                                        • Figure 33: Soup packaging potential, by age, March 2019
                                                    • Nutrition and Soup

                                                      • Soup regarded as healthy, comforting
                                                        • Figure 34: Opinions of nutrition and soup, March 2019
                                                        • Figure 35: Opinions of nutrition and soup, any agree, by age, March 2019
                                                        • Figure 36: Opinions of nutrition and soup, any agree, by parental status, March 2019
                                                      • Hispanic consumers want an extra serving of health benefits
                                                        • Figure 37: Opinions of nutrition and soup, any agree, by Hispanic origin, March 2019
                                                    • Negative Opinions of Packaged Soup

                                                      • Addressing soup’s shortcomings
                                                        • Figure 38: Opinions of packaged soup, March 2019
                                                      • Healthy factors strongly among parents
                                                        • Figure 39: Opinions of packaged soup, any agree, by parental status, March 2019
                                                    • Interest in Soup Options

                                                      • Regional flavors could leverage multiple trends
                                                        • Figure 40: Interest in soups, March 2019
                                                        • Figure 41: Interest in soups, by age, March 2019
                                                    • Soups by Consumer Segmentation

                                                      • Food and Drink Consumer Segmentation
                                                          • Figure 42: Food/drink consumer segmentation of soups, February 2019
                                                        • Adventure Eaters
                                                          • Figure 43: Interest in soups, by food/drink segmentation, March 2019
                                                          • Figure 44: Opinions of nutrition and soup, by food/drink segmentation, March 2019
                                                        • Quality Seekers
                                                          • Figure 45: Soup purchase location, by food/drink segmentation, March 2019
                                                        • Time Savers
                                                          • Figure 46: Soup attributes, by food/drink segmentation, March 2019
                                                        • Value Chasers
                                                          • Figure 47: Soup consumption frequency, by food/drink segmentation, March 2019
                                                      • Appendix – Data Sources and Abbreviations

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

                                                                      • Figure 48: Total US sales and forecast of market, at inflation-adjusted prices, 2014-24
                                                                      • Figure 49: Total US retail sales and forecast of soup, by segment, at current prices, 2014-24
                                                                      • Figure 50: Total US retail sales of soup, by segment, at current prices, 2017 and 2019
                                                                      • Figure 51: Total US retail sales and forecast of ready-to-serve wet soup, at current prices, 2014-24
                                                                      • Figure 52: Total US retail sales and forecast of ready-to-serve wet soup, at inflation-adjusted prices, 2014-24
                                                                      • Figure 53: Total US retail sales and forecast of condensed wet soup, at current prices, 2014-24
                                                                      • Figure 54: Total US retail sales and forecast of condensed wet soup, at inflation-adjusted prices, 2014-24
                                                                      • Figure 55: Total US retail sales and forecast of dry soup, at current prices, 2014-24
                                                                      • Figure 56: Total US retail sales and forecast of dry soup, at inflation-adjusted prices, 2014-24
                                                                      • Figure 57: Total US retail sales and forecast of wet broth/stock, at current prices, 2014-24
                                                                      • Figure 58: Total US retail sales and forecast of wet broth/stock, at inflation-adjusted prices, 2014-24
                                                                      • Figure 59: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at current prices, 2014-24
                                                                      • Figure 60: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at inflation-adjusted prices, 2014-24
                                                                      • Figure 61: Total US retail sales of soup, by channel, at current prices, 2014-19
                                                                      • Figure 62: Total US retail sales of soup, by channel, at current prices, 2017 and 2019
                                                                      • Figure 63: US supermarket sales of soup, at current prices, 2014-19
                                                                      • Figure 64: US sales of soup through other retail channels, at current prices, 2014-19
                                                                  • Appendix – Key Players

                                                                      • Figure 65: Multi-outlet sales of ready-to-serve wet soup, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Figure 66: Multi-outlet sales of condensed wet soup, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Figure 67: Multi-outlet sales of dry soup, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Figure 68: Multi-outlet sales of wet broth/stock, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                      • Figure 69: Multi-outlet sales of refrigerated fresh soup/frozen soup, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                  • TURF Analysis – Methodology

                                                                      • Figure 70: Table – TURF Analysis – Soup attributes, March 2019

                                                                  Soup - US - June 2019

                                                                  US $4,395.00 (Excl.Tax)