Abstract
This report addresses the strengths and weaknesses of the soup market in the U.S. and includes an analysis of ready-to-serve, condensed, dry, and refrigerated/fresh soups. Mintel aims to help stakeholders in the soup industry make informed decisions in the areas of new product development, consumer targeting, product positioning and retail merchandising. The issues addressed in this report:
- Why have some new products succeeded, and why have some failed
- Which market leaders are outperforming the others to address health concerns
- What are the fastest growing segments and represent the greatest opportunity
- How does geography impact the preference of soup flavor
- Which ethnic group has been underserved by today' s soup choices
- How are new technologies in packaging impacting the soup market
- How do soup companies further their brand message in advertising
- Which soup brands fully embody a healthy diet
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Executive Summary
- Market performance
- Market landscape
- Retail channels
- Campbell' s continues to dominate the market
- Progresso courts weight-watching consumers
- Canned soup has high household penetration but there are consumer gaps
- What are consumers looking for when they select soup?
- Soup usage and taste preferences vary by region
- Market Size and Forecast
- Key points
- Innovation is the key to navigating mixed market
- Figure 1: Total U.S. retail sales of soup, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of soup, at inflation-adjusted prices,
2003-13
- Wal-Mart sales
- Competitive Context
- Key points
- Campbell moves upscale and green
- Sea salt pays off
- Progresso strengthens nutritional credentials
- Private label holding its own
- The value of soup
- Restaurants sharpen their soup offerings
- Overall Segment Performance
- Key points
- Broth and refrigerated soups will continue to drive market
- Figure 3: FDMx sales of soup, segmented by type, 2006 and 2008
- Segment Performance--Ready-to-serve Wet Soups
- Key points
- Continued innovation drives steady growth
- Sales and forecast--ready-to-serve wet soup
- Figure 4: FDMx sales of ready-to-serve wet soup, at current prices
2003-13
- Figure 5: FDMx sales of ready-to-serve wet soup, at inflation-adjusted
prices, 2003-13
- Segment Performance--Condensed Wet Soup
- Key points
- Growing smaller but still important
- Condensed wet soup does have some loyal fans
- Sales and forecast--condensed wet soup
- Figure 6: FDMx sales of condensed wet soup, at current prices, 2003-13
- Segment Performance--Dry Soup
- Key points
- More than just soup
- Sales and forecast--dry soup
- Figure 7: FDMx sales of dry soup, at current prices, 2003-13
- Segment Performance--Ready-to-serve Broth
- Key points
- Still leveraging its new package
- Sales and forecast--ready-to-serve broth
- Figure 8: FDMx sales of rts broth, at current prices, 2003-13
- Segment Performance--Refrigerated Fresh Soup
- Key points
- Fertile ground for innovation
- Sales and forecast--refrigerated fresh soup
- Figure 9: FDMx sales of refrigerated fresh soup, at current prices,
2003-13
- Segment Performance--Frozen Soup
- Key points
- Potential for optimism
- Sales and forecast--frozen soup
- Figure 10: FDMx sales of frozen soup, at current prices, 2003-13
- Retail Channels
- Key points
- Growth of the mass merchandisers impacts soup sales
- Figure 11: U.S. FDMx sales of soup, by retail channel, 2006 and 2008
- Retail Channels--Supermarkets
- Key points
- Slowing down, but still growing
- Figure 12: Supermarket sales of soup, 2003-08
- Retail Channels--Drug Stores
- Key points
- Shelf-stable = a good fit
- Figure 13: Drug store sales of soup, 2003-08
- Retail Channels--Other Stores
- Key points
- Mass merchandisers leverage their private labels
- Figure 14: Sales in other* stores of soup, 2003-08
- Retail Channels--Natural Channel
- Key points
- Figure 15: Natural supermarket retail sales of soup, at current prices,
2006-08
- Figure 16: Natural supermarket retail sales of soup, at
inflation-adjusted prices, 2006-08
- Natural channel sales by segment
- Figure 17: Natural supermarket retail sales of packaged soup, by
segment, 2006 and 2008
- Wet soup
- Figure 18: Natural product supermarket retail sales of wet soup, at
current prices, *2006-08
- Figure 19: Natural Supermarket retail sales of wet soup, at
inflation-adjusted prices, *2006-08
- Ready-to-serve broth
- Figure 20: Natural supermarket retail sales of ready-to-serve broth, at
current prices, *2006-08
- Figure 21: Natural supermarket retail sales of ready-to-serve broth, at
inflation-adjusted prices, *2006-08
- Organic and non-organic soup sales in the natural channel
- Figure 22: Natural product supermarket retail sales of soup,
organic/non-organic/organic ingredients, 2006 and 2008
- Natural channel soup sales by manufacturer and brand
- Figure 23: Natural supermarket sales of soup, by manufacturer and brand,
2006 and 2008
- Market Drivers
- Key points
- Consumers pursue holistic health through food and beverages
- Figure 24: Trended household consumption of soup, by type/form and
amount of soup eaten, 2002-08
- Figure 25: Attitude towards healthy eating, 2003 and 2008
- Obesity rates remain high
- Figure 26: Incidence of being overweight or obese, 1988-2004
- Figure 27: Incidence of diabetes and hypertension, 1988-2004
- Aging Boomers, other health-conscious consumers want healthier soups
- Leading Companies
- Key points
- Campbell Soup Co. and General Mills dominate the soup landscape
- Figure 28: FDMx sales of soup, by manufacturer, 2007 and 2008
- Brand Share--Ready-to-serve Wet Soup
- Key points
- Consumers are shifting to healthy and organic brands
- Figure 29: FDMx sales of ready-to-serve wet soup, by manufacturer and
brand, 2007 and 2008
- Brand Share--Condensed Wet Soup
- Key points
- Category trends manifest themselves
- Figure 30: FDMx sales of condensed wet soup, by manufacturer and brand,
2007 and 2008
- Brand Share--Dry Soup
- Key points
- Maruchan reasserts itself
- Figure 31: FDMx sales of dry soup, by manufacturer and brand, 2007 and
2008
- Brand Share--Ready-to-serve Broth
- Key points
- Swanson clear favorite
- Figure 32: FDMx sales of ready-to-serve broth, by manufacturer and
brand, 2007 and 2008
- Brand Share--Refrigerated Fresh Soup
- Key points
- Retailers leverage fresh soup to entice consumers
- Figure 33: FDMx sales of refrigerated fresh soup, by manufacturer and
brand, 2007 and 2008
- Brand Share--Frozen Soup
- Key points
- Sales are down; what should manufacturers do?
- Figure 34: FDMx sales of frozen soup, by manufacturer and brand, 2007
and 2008
- Brand Qualities
- Campbell Soup built its brand on moms and kids
- Campbell shifts focus to men
- Campbell leverages sea salt for health and high quality
- Progresso
- Innovation and Innovators
- General Mills' Worldwide Innovation Network
- On Tech Operations introduces soup that heats itself
- Advertising and Promotion
- Overview
- Healthy alternatives
- Figure 35: Campbell' s soup chef ad, 2008
- Figure 36: Campbell' s soup select gold label soup ad, 2008
- Figure 37: ConAgra executive chefs healthy choice ad, 2008
- Figure 38: Progresso diet ads, 2008
- Out of home
- Figure 39: Campbell' s good to go ad, #1, 2008
- Figure 40: Campbell' s good to go ad, #2, 2008
- Figure 41: Campbell' s good to go ad, #3, 2008
- Household Soup Usage
- Key points
- Trended soup consumption
- Figure 42: Trended household consumption of soup, by type/form and
amount of soup eaten, 2002-08
- Adult soup consumers
- Figure 43: Household soup usage, by type/form, by age, February
2007-March 2008
- Soup consumption by household size
- Figure 44: Household soup usage, by type/form, by household size,
February 2007-March 2008
- Teen and child soup consumers
- Figure 45: Trended teen consumption of canned soup, 2003-07
- Figure 46: Trended kids consumption of soup, 2003-07
- Fresh, Refrigerated Soup Consumption
- Key points
- Refrigerated soup is still new to consumers
- Figure 47: Consumption of fresh, refrigerated soup, by age, July 2008
- Figure 48: Consumption of fresh, refrigerated soup, by household income,
July 2008
- Meal Occasions for Soup Consumption
- Key point
- When do consumers eat soup?
- Figure 49: Soup meal consumption, by meal occasion and weekend/weekday,
by gender, July 2008
- Figure 50: Soup meal consumption, by age, July 2008
- Types of Canned Soup Used
- Key points
- Household usage of ready-to-serve versus condensed soup
- Figure 51: Types of canned soup used in the household, by age, February
2007-March 2008
- Figure 52: Types of canned soup used in the household, by region,
February 2007-March 2008
- Brand Preferences
- Key points
- Brand preference by region
- Figure 53: Brands of canned soup used in household, by region, February
2007-March 2008
- Brand preferences by age
- Figure 54: Brands of canned soup used in household, by age, February
2007-March 2008
- Brand preferences by household income
- Figure 55: Brands of canned soup used in household, by household income,
February 2007-March 2008
- Brands for dry soup mixes
- Figure 56: Brands of dry soup used in household, February 2007-March 2008
- Packaging Preferences for Soup
- Key points
- Soup packaging
- Figure 57: Soup package preference, by age, July 2008
- Flavor Preferences in Soup
- Key points
- Chicken and noodles remain the clear favorites in soup
- Figure 58: Soup flavor preference, by gender, July 2008
- Figure 59: Soup flavor preference, by region, July 2008
- How Consumers Choose Soup
- Key points
- What are consumers looking for when they choose a soup
- Figure 60: Soup selection criteria, by gender, July 2008
- Figure 61: Soup selection criteria, by age, July 2008
- Figure 62: Soup selection criteria, by region, July 2008
- Health Attributes Looked for in Soup
- Key points
- Health factors for soup
- Figure 63: Importance of specific health factors in choosing a soup, by
gender, July 2008
- Figure 64: Importance of specific health factors in choosing a soup, by
age, July 2008
- Figure 65: Importance of specific health factors in choosing a soup, by
region, July 2008
- Health Beliefs and Behaviors Specific to Soup
- Key points
- Reasons for eating and also limiting soup consumption
- Figure 66: Reasons for eating and limiting soup in one' s diet, by
gender, July 2008
- Figure 67: Reasons for eating and limiting soup in one' s diet, by age,
July 2008
- Soup Use and Consumption at Home
- Key points
- Stocking and usage habits for soup
- Figure 68: Attitudes towards buying and using soup, by region, July 2008
- Restaurant versus Home Soup Consumption
- Key points
- Soup is for comfort... at home
- Figure 69: Perceptions of soup as a comfort food, soup in restaurants vs
at home, by gender, July 2008
- Figure 70: Perceptions of soup as a comfort food, soup in restaurants vs
at home, by age, July 2008
- Homemade soup is best
- Figure 71: Perceptions about packaged versus homemade soup, by gender,
July 2008
- Figure 72: Perceptions about packaged versus homemade soup, by age, July
2008
- Figure 73: Perceptions about packaged versus homemade soup, by region,
July 2008
- Soup is for breakfast... maybe
- Figure 74: Interest in a breakfast soup, by gender, July 2008
- Figure 75: Interest in a breakfast soup, by age, July 2008
- Figure 76: Interest in a breakfast soup, by region, July 2008
- Race and Hispanic Origin
- Key points
- Household soup consumption by race and Hispanic origin
- Canned soup and broth
- Dry soup mixes and broth
- Figure 77: Household soup consumption, by race/Hispanic origin, February
2007-March 2008
- Canned soup brand preferences by race/Hispanic origin
- Figure 78: Brands of canned soup used in household, by race/Hispanic
origin, February 2007-March 2008
- Dried soup mixes/bouillon brand preferences by race/Hispanic origin
- Figure 79: Brands of dried soup mixes and bouillon used in household, by
race/Hispanic origin, February 2007-March 2008
- Refrigerated, fresh soup preferences by race and Hispanic origin
- Figure 80: Consumption of fresh, refrigerated soup, by race/Hispanic
origin, February 2007-March 2008
- Packaging preferences for soup by race/Hispanic origin
- Figure 81: Soup package preference, by race/Hispanic origin, July 2008
- Flavor preferences in soup by race/Hispanic origin
- Figure 82: Soup flavor preference, by race/Hispanic origin, July 2008
- Health attributes important to consumers when buying soup
- Figure 83: Importance of health factors in soup, by race/Hispanic
origin, July 2008
- Health beliefs and behaviors specific to soup by race/Hispanic origin
- Figure 84: Reasons for eating and limiting soup in one' s diet, by
race/Hispanic origin, July 2008-09-09
- Soup use and consumption at home by race/Hispanic origin
- Figure 85: Buying and using soup, by race/Hispanic origin, July 2008
- Soup for breakfast... maybe
- Figure 86: Interest in a breakfast soup, by race/Hispanic origin, July
2008
- Soup is comfort
- Figure 87: Buying and using soup, by race/Hispanic origin, July 2008
- Appendix: Trade Associations
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