Consumer Trends in the Soup Market in the UK

Canadean Ltd
April 2, 2012
88 Pages - SKU: CANL3824820
Countries covered: United Kingdom



Synopsis

This report provides the results for the Soup market in the UK 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 face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being 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?
Low consumer confidence in the UK has affected consumption of most CPG products, including Soup. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. However, the improving economy may tempt consumers who reduced their consumption while times were tough back to brands. This makes it essential to know where the pockets of growth may be and the trends which shape its consumption patterns.

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: the Canned/Ambient Soup, Chilled Soup, Dried Soup (mixes), Frozen Soup and UHT Soup markets.

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

Older Consumers have a 31% value share of the total Soup market in the UK. This market leading position is achieved through sheer weight of numbers, with this age group accounting for 29% of the population. The fact no age group consumes disproportionately to its size means marketers need to differentiate their products to target different consumer groups in order to maximize their revenues.

The three largest retailers in the UK dominate the Soup market with combined volume share of 75%. It is therefore essential for new entrants to the market to establish strong relationships with these three retailers.

Private label penetration is over twice as high in Frozen Soup as in other categories, where penetration ranges between 20% and 30% of the volume of products distributed. These other markets are relatively fragmented, besides the market leaders in a couple categories, and therefore retailers should be able to grow their market share by targeting the weaker brands.



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