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Soup - US - June 2018

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


TOC available on request

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