Consumer Trends in the Soup Market in Italy

Synopsis

This report provides the results for the Soup market in Italy from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Soup market in Italy face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting are to know just how valuable specific consumer groups are, and to be able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Soup market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
In troubled economic times and pressures on household budgets what products make it into the weekly shop are being increasingly scrutinized. Soups can offer filling, healthy and relatively low cost meals and potentially well placed. However, marketers will need to re-establish these credentials with consumers in order to maximize the opportunities available.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: Canned/Ambient Soup, Chilled Soup, Dried Soup (mixes), Frozen Soup and UHT Soup.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Chilled Soup accounts for almost half of the Soup market in Italy. This suggests new entrants will be most attracted to this category. Dried Soup (mixes) and Canned/Ambient Soup are also large market segments.

Consumers in Italy sate that the single largest factor influencing Soup consumption in Italy is Busy Lives, which links with packaged Soup being a convenience food. Consumers, certainly in the middle age groups, have less time to spend preparing Soups from basic ingredients and the quality of packaged Soups is continually improving. The percentage of the actual value of products influenced by Busy Lives is not as large but is still the largest factor in the group. Marketers will need to address this influence in order to be effective.

Branded Soup in Italy dominates the market in all the larger categories, however there is room for growth of Private Labels in the future and marketers of national brands will need to continue to differentiate their products in the face of this likely competition.