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Soup - US - November 2015

Soup - US - November 2015

Sales in the total soup category have been flat and are expected to remain flat through 2020. Sales of refrigerated and frozen soups, as well as broths and stocks, are anticipated to grow on account of their less-processed nature and consumers’ interest in cooking. Canned and dry soup brands, which are expected to continue declining, could get a boost with more gourmet and organic introductions, as well as more customizable offerings.

This report looks at the following areas:

Growing interest in cooking helping broth sales
Refrigerated, frozen soups up on strong interest in fresh, natural products
RTE wet, condensed and dry soups flat due to not-so-healthy image


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Total US sales and fan chart forecast of wet broth/stock, at current prices, 2010-20
Figure 2: Total US sales and fan chart forecast of refrigerated fresh soup/frozen soup, at current prices, 2010-20
Figure 3: Total US retail sales and forecast of soup, by segment, at current prices, 2010-20
The opportunities
Figure 4: Ideal Soup, August 2015
Figure 5: Ideal Soup Attributes, by demographics, August 2015
Figure 6: Ideal Soup Eating Occasions, by demographics, August 2015
What it means
Figure 7: Desirable Packaging Types, by demographics, August 2015
Figure 8: Desirable Packaging Types, by demographics, August 2015
THE MARKET
What you need to know
Refrigerated fresh, frozen soups enjoy impressive growth
Healthy growth for wet broth, soup stock
Sales of canned wet, dry soups flat due to processed perception
Market size and forecast
Soup category to remain flat through 2020
Figure 9: Total US sales and fan chart forecast of soup, at current prices, 2010-20
Figure 10: Total US sales and forecast of soup, at current prices, 2010-20
Market breakdown
Growth in wet stock/broth
Figure 11: Attitudes/Opinions About Food, any agree, May 2006-June 2015
Figure 12: Total US retail sales and forecast of wet broth/soup stock, at current prices, 2010-20
Refrigerated fresh, frozen soups enjoy growth
Figure 13: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at current prices, 2010-20
Flat sales in RTS wet, condensed wet, dry soups
Figure 14: Total US retail sales and forecast of ready-to-serve wet soup, at current prices, 2010-20
Figure 15: Total US retail sales and forecast of condensed wet soup, at current prices, 2010-20
Figure 16: Total US retail sales and forecast of dry soup, at current prices, 2010-20
Organic soup enjoys growth in natural channel
Figure 17: Natural supermarket sales of soup, by organic ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
KEY PLAYERS
What you need to know
Gourmet, organic grow in RTE wet, refrigerated
Private label dominates in refrigerated
Bone broth helps boost wet stock/broth sales
Hispanic marketing helps bouillon sales
Overall, other companies, store brands enjoy growth
Figure 18: MULO sales of soup, by leading companies, rolling 52 weeks 2014 and 2015
Private label, other companies gain in wet broths/stocks
Figure 19: MULO sales of wet broth/stock, by leading companies and brands, rolling 52 weeks 2014 and 2015
Major companies, private brands see growth in refrigerated
Figure 20: MULO sales of refrigerated soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
Despite declining sales, Campbell enjoys some success in organic, gourmet
Figure 21: MULO sales of ready to serve wet soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
Condensed sales unimpressive, but organic, licensed options see some growth
Figure 22: MULO sales of condensed wet soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
Knorr bouillon gains via Hispanic marketing
Figure 23: MULO sales of dry soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
Campbell, Amy’s, Heritage Family log strong sales in frozen
Figure 24: MULO sales of frozen soup, by leading companies and brands, rolling 52 weeks 2014 and 2015
What’s working?
Restaurant-inspired products winning in frozen soups
Figure 25: Campbell’s Reserve frozen soups
Sales gain in organic RTS wet soup
Figure 26: Amy’s Organic Soups
Unilever grows Knorr bouillon sales via Hispanic marketing
Figure 27: Knorr bouillon
Restaurant brand sales grow in refrigerated soup
Figure 28: Panera Bread refrigerated soup
What’s struggling?
High sodium, fat content hurt dry ramen sales
Figure 29: Maruchan Ramen Noodle Soup
What’s next?
Bone broths on the horizon
Refrigerated soup brands to increase focus on organic
THE CONSUMER
What you need to know
Millennials more adventurous with their soups
Soup a snack option for Millennials, including Hispanics and parents
Boomers use soup as cooking ingredient, want healthy, comforting soups
Overall soup purchase
Nine in 10 consumers purchase soup
Figure 30: Age Group Purchased For, Any Type, August 2015
Condensed, RTE canned/boxed, RTU broth top three purchased soups
Women more likely to buy broth; Hispanics and Millennials strong accepters of all types
Figure 31: Age Group Purchased For, Any Purchase, August 2015
Figure 32: Age Group Purchased For - Any Purchase, by demographics, August 2015
Figure 33: Age Group Purchased For - Any Purchase, by demographics, August 2015
Figure 34: Age Group Purchased For - Any Purchase, by demographics, August 2015
Figure 35: Age Group Purchased For - Any Purchase, by demographics, August 2015
Soup purchase behavior
Overall buyers use soup as cooking ingredient, purchase it year-round
Figure 36: Soup Purchasing Behavior, August 2015
Dry soup, soup kits, refrigerated soup buyers want more customizable, healthful, filling soup
Figure 37: Soup Purchasing Behavior, by Age Group Purchased For, August 2015
Customization, functionality important to Millennials
Figure 38: Soup Purchasing Behavior, by demographics, August 2015
Baby Boomers more likely to use soup as ingredient, buy seasonal soups
Figure 39: Soup Purchasing Behavior, by demographics, August 2015
Millennial parents enjoy customizable, protein-rich soup
Figure 40: Soup Purchasing Behavior, by demographics, August 2015
Reasons for not purchasing soup
Processed reputation main reason for soup’s declined purchases
Figure 41: Reasons for Not Purchasing Soup, August 2015
Packaging types
Millennials want suitable on-the-go packaging
Figure 42: Desirable Packaging Types, by demographics, August 2015
Boomers desire packaging that’s easy to open, read
Figure 43: Desirable Packaging Types, by demographics, August 2015
Hispanics desire variety packs, packaging that eases preparation
Figure 44: Desirable Packaging Types, by demographics, August 2015
Millennial parents value wide variety of packaging options
Figure 45: Desirable Packaging Types, by demographics, any rank, August 2015
Ideal soup
Ideal soup traditional, but provides added health-related “boosts”
Figure 46: Ideal Soup, August 2015
Ideal soup attributes
Healthy, comforting most desired ideal soup attributes
Figure 47: Ideal Soup Attributes, August 2015
All usage groups see soup mostly as source of health, comfort
Figure 48: Ideal Soup Attributes, by Age Group Purchased For, Any Purchase, August 2015
Millennials want soups that energize, relax
Figure 49: Ideal Soup Attributes, by demographics, August 2015
Boomers want comforting, healthy soup
Figure 50: Ideal Soup Attributes, by demographics, August 2015
Hispanics, particularly Millennials, want energizing, relaxing soups
Figure 51: Ideal Soup Attributes, by demographics, August 2015
Ideal soup occasions
Ideal soup eaten overall as complete meal, mostly for lunch
Figure 52: Ideal Soup Eating Occasions, August 2015
Millennials see soup as a snack option
Figure 53: Ideal Soup Eating Occasions, by demographics, August 2015
Time-strapped Millennial parents snack on soup
Figure 54: Ideal Soup Eating Occasions, by demographics, August 2015
Hispanic Millennials more likely to see soup as a snack, on-the-go option
Figure 55: Ideal Soup Eating Occasions, by demographics, August 2015
Boomers more likely to eat ideal soup for lunch, dinner
Figure 56: Ideal Soup Eating Occasions, by demographics, August 2015
Soup attitudes
Dry soup, soup kits, RTE refrigerated soup purchasers seek more unique offerings
Figure 57: Soup Attitudes - Any agree, by Age Group Purchased For, August 2015
Overall, soup buyers value healthy soup
Figure 58: Soup Attitudes, by demographics, August 2015
Millennials demand more from their soup
Figure 59: Soup Attitudes, by demographics, August 2015
Data sources and abbreviations
Data sources
Abbreviations and terms
Market
Figure 60: Total US retail sales and forecast of soup, at inflation-adjusted prices, 2010-20
Figure 61: Total US retail sales and forecast of soup, by segment, at current prices, 2010-20
Figure 62: Total US retail sales of soup, by segment, at current prices, 2013 and 2015
Figure 63: Total US retail sales and forecast of ready-to-serve wet soup, at inflation-adjusted prices, 2010-20
Figure 64: Total US retail sales and forecast of condensed wet soup, at inflation-adjusted prices, 2010-20
Figure 65: Total US retail sales and forecast of dry soup, at inflation-adjusted prices, 2010-20
Figure 66: Total US retail sales and forecast of wet broth/soup stock, at inflation-adjusted prices, 2010-20
Figure 67: Total US retail sales and forecast of refrigerated fresh soup/frozen soup, at inflation-adjusted prices, 2010-20
Figure 68: Total US retail sales of soup, by channel, at current prices, 2010-15
Figure 69: Total US retail sales of ready-to-serve soup, by channel, at current prices, 2010-15
Figure 70: Total US retail sales of condensed wet soup, by channel, at current prices, 2010-15
Figure 71: Total US retail sales of dry soup, by channel, at current prices, 2010-15
Figure 72: Total US retail sales of wet broth/soup stock, by channel, at current prices, 2010-15
Figure 73: Natural supermarket sales of soup, by type, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
Figure 74: Total US retail sales of refrigerated fresh soup/frozen soup, by channel, at current prices, 2010-15
Figure 75: Natural supermarket sales of soup, by gluten-free labeling/certification, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
Figure 76: Natural supermarket sales of soup, by presence of GMO ingredients, at current prices, rolling 52 weeks ending 9/8/13 and 9/6/15
Consumer
Figure 77: canned/packaged soup, broth and stock; Dry soup and bouillon brands used within last 7 days, household, most often
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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